Wildfarmed is rolling out its first consumer launch in Waitrose.
The ‘life-changing’ range – five different breads, including sliced white to sourdough and rolls (from May 1) and a baguette and flour (in June) – is made from regenerative flour, which helps boost biodiversity and flavor by farming in collaboration with nature, rather than against it.
Wildfarmed has built a solid reputation for itself since founding in 2019\ supplying flour to over 500 brands, including ASK Italian, Bread Factory, Wahaca, plus major football stadiums, restaurants and bakeries across the UK.
This is the consumer’s first opportunity to buy a 100% Wildfarmed products and marks the start of a major disruption in the bread aisle. According to Wildfarmed, bread sits at the centre of an environmental storm: decades of intensive chemical farming have led to a 69% decline in wildlife, degraded soil and a public health crisis, with half of UK bread containing two or more pesticides linked to health issues.
A recent Wildfarmed survey found nearly two-thirds of consumers feel pesticide free ingredients and sustainability credentials are important, revealing a growing appetite for regenerative food. From its sliced white and seeded bread to slow-fermented, hand-crafted sourdoughs, Wildfarmed is helping to transform lunches and landscapes one slice at a time.
For the 2024 harvest, the company is working with over 100 UK and French growers to produce wheat in line with the Wildfarmed Regenerative Standards, which are third-party audited. This involves growing crops alongside companion plants, integrating grazing livestock, and using observation and nutrition instead of pesticides to manage crops. Turning fields that were silent, dead zones into fields buzzing with bees, birds and biodiversity.
Wildfarmed believes healthier soils produce better ingredients and that ultimately, the best flavors come from food grown the right way – as shown by its community of Michelin star chefs, restaurants and artisan bakeries.
“Wildfarmed began as a field to plate collaboration, uniting farmers and food buyers to create a new food system,” said cofounder Edd Lees.
“One where Wildfarmed growers combine nature and food in fields full of life, and where Wildfarmed customers support these farmers in their vital work.
“How we grow food is our single greatest point of agency to address the health, biodiversity and climate challenges we are facing. Our flour has been championed by some of the best independent UK bakeries and restaurants. Working with Waitrose, we’re incredibly excited that our products are now available to everybody nationwide. “
The Wildfarmed life-changing range has an RRP of between £2.80 and £4.00 in Waitrose, and are all free from palm oil or fat, artificial preservatives or emulsifiers.
The Brakes angle
UK foodservice supplier Brakes has also launched a range made from Wildfarmed flour.
The result of a collaboration between Brakes, The Bread Factory, Speciality Breads and Wildfarmed, the range includes La Boulangerie burger buns, doughballs and bread rolls, as well as Wildfarmed branded artisan sourdough loaves, rolls, and burger buns. It also includes a complementary range of Wildfarmed flour.
“Regenerative agriculture will be key for foodservice operators to cut the emissions of the food they serve, so we’re pleased to be leading the way with this fantastic range,” said Paul Nieuszynski, CEO of Sysco GB, parent company of Brakes.
“Our partnership introduces an exclusive range of artisanal bread products, combining The Bread Factory’s baking expertise with Wildfarmed’s responsibly grown flours, and bringing it within the reach of thousands of chefs through the Brakes’ network.”
UK gluten-free producer Bfree is proudly supporting Coeliac UK’s Coeliac Awareness Month by raising awareness and donating 20p for every pack of its limited edition ‘A Little Pitta Love’ sold.
Over the month of May, BFree aims to raise £26,000 for Coeliac UK and promote the campaign through onpack messaging and initiatives.
The authentically stone baked gluten free pitta bread can be found in all major UK retailers and feature information about Coeliac UK and a QR code to learn more about the disease and the producer is hoping to raise £26k over the month of May, which will go towards funding the charity’s vital work for the celiac community.
On May 15, BFree is also hosting an online Q&A with Sunday Times bestselling author and gluten-free cook, Becky Excell, and registered nutritionist and founder of The Food Medic, Dr Hazel Wallace. The pair will discuss tips for eating out and cooking for those with celiac disease, lookouts on ingredients lists, lunch inspiration and common misconceptions around the condition.
“At BFree, we’re all about what can be added to life, not what’s taken away, and we know what a big difference diagnosis can make for those unknowingly living with coeliac disease,” said BFree CEO Alex Murphy.
Added Hilary Croft, CEO of Coeliac UK, “It is a positive sign to see a key player in gluten free foods support our campaign in so many ways. When someone finally gets an answer to the cause of their unexplained symptoms, the positive changes can be momentous – for both their physical health and mental wellbeing.”
There’s an estimated 500,000 undiagnosed people in the UK who are living with the autoimmune condition, which affects one in 100 people. When sufferers eat gluten – the protein found in wheat, barley and rye – their body attacks its own tissues. If left untreated, it can cause gut damage and serious health complications.
Chorizo & Red Pepper and Sour Cream & Chive are the newest addition to Kettle’s Ridge Cut range, providing crunch and taste that pack a punch.
The snack producer’s Innovation Chef aims to transport snacks straight to a Spansch summer with the combined tangs of smoky chorizo and sweet red bell pepper, while the sour cream and chive combo is zesty and fresh and bang ontrend for the BBQ season.
Kettle Chips are made from the best selection of potatoes and these flavor profiles are guaranteed to please at any dinner party or picnic spread.
Both new packs are hand cooked, HFSS compliant and free of artificial flavourings.
“We’re overjoyed to be able to treat consumers to our two new flavors, each the result of the passion and creativity of our Innovation Chef,” said Phil Holford, head of Brands at Valeo Snackfoods.
“From the mouth-watering spice of chorizo to the delicate hum of chives, every element has been refined from the highest quality ingredients to build the perfect seasoning. We know that our firm fans and new faces alike will enjoy tucking into a bag of both.”
Rolling out in UK supermarkets, including ASDA and Morrisons, for an RRP of £2.39.
Little Bites Snacks has launched two additions to its lineup – Lower Sugar Apple Cinnamon Muffins and Lower Sugar Chocolate Muffins – which feature less sugar (compared to other options on the market) and ingredients like real fruit and veggies.
Pre-portioned and portable, the muffin line contains 8g-9g of sugar – which is 40%-60% less than other blueberry and chocolate mini muffins – along with ingredients like apples, chocolate, a surprising twist of hidden veg like zucchini and sweet potato and no artificial colors. At 160 calories per pouch, Little Bites Lower Sugar Muffins are the convenient snacking solution for today's busy families.
“We’re thrilled to introduce the new Lower Sugar Mini Muffins to our product line, which have been designed to provide families with the delicious taste they know and love, but with less sugar, real ingredients like apple and chocolate, and a touch of hidden veggies,” said Lia Arakelian, brand manager for Little Bites Snacks.
“We recognize the need for more better-for-you snacking options for children and adults, and we're proud to be introducing these new lower sugar offerings.”
Available at most grocery retailers in the East and Central parts of the US.
The Phoenix Mercury has partnered with venture capital firm Cleveland Avenue to announce a multi-year investment in women’s sports, introducing a rotating jersey badge partnership program. Allergy-friendly and inclusive snack brand Partake has been appointed the official jersey badge partner for the Phoenix Mercury WNBA team for the 2024 season.
“The magnitude of this historic partnership with Cleveland Avenue is built on our shared commitment to invest in and support women – from athletes to entrepreneurs,” said Phoenix Mercury and Phoenix Suns CEO Josh Bartelstein.
“Featuring Partake Foods on Mercury jerseys this season offers the opportunity to showcase a woman-founded company making a positive impact in its industry, furthering our goal to empower women on and off the court.”
The better-for-you, allergy-friendly snack producer was founded in 2016 by Denise Woodard after her daughter was diagnosed with multiple food allergies. Partake’s products are gluten-free, vegan, non-GMO, and free from the top nine allergens – safe and shareable for the more than 32 million Americans impacted by food allergies.
“Being chosen as the inaugural brand of this incredible partnership is both an honor and aligned to Partake’s mission of radical inclusivity,” said Woodard.
“We are proud to join Cleveland Avenue and the Phoenix Mercury in championing all that women are capable of achieving.”
As one of the original franchises in the WNBA, the Phoenix Mercury continues to support the growth of the league and women’s sports by investing in its players and the community. Led by owner Mat Ishbia, the Mercury recently announced Phoenix will host WNBA All-Star 2024, launched the first-ever all-girls YMCA youth basketball league and unveiled plans to build a new, dedicated state-of-the-art practice facility opening this summer.
The UK brand has launched a bold new flavor to its range of Delicious Crunchy Corn.
The UK’s fastest growing snack brand [Circana, 52W to Jan 24], Love Corn is perfect for those looking for an on-the-go snack.
Set to make tastebuds dance, Sour Cream & Chive takes the portfolio to seven better-for-you SKUs. Love Corn is a healthy snack alternative with 50% less fat than a packet of crisps. Made with whole crunchy corn kernels (right off the cob), the snacks are high in fiber, low calorie, sugar free, non-GMO, kosher gluten free and vegan certified.
“Not only are we famous for our crunch, but also for our fantastic flavors that we lovingly create,” said cofounder Jamie McCloskey.
“With the launch of Sour Cream & Chive, we’re turning up the volume on taste, providing the UK’s best tasting Sour Cream flavor to date. With 50% less fat than crisps, this new flavour offers a better for you option, while still packing a punch on flavour.”
Love Corn Sour Cream & Chive is available in Sainsbury’s and on Ocado and Amazon for an RRP of £2.20 (115g).
The snacking company behind some of the UK’s bestselling brands is building on the long-established success of its McVitie’s Penguin brand and launched a range of portion-controlled biscuit snack packs.
Featuring a selection of mini, crunchy Antarctic-themed biscuits – including penguin, igloo and fish shapes – McVitie’s Penguin & Friends comes in two flavors (Cocoa and Cocoa & Orange) and will undoubtedly become a snack cupboard-staple.
Coming in at just 90 kcals per individual pack, the treats extend the brand’s appeal as a permissible sweet treat.
“Our McVitie’s Penguin brand is best known for bringing humour and playful Penguin fun to afternoon snacking, and our products have always been seen to bring a touch of chocolatey indulgence to the table,” said Adam Woolf, marketing director of McVitie’s at pladis UK&I.
“Now, with a greater number of shoppers looking for affordable, permissible treats, we’re extending our offering with a range of mini snack packs that are lower in calories and free from artificial colours and flavors.
“Tasty, portable and pre-portioned, Penguin & Friends is the perfect choice for shoppers looking for a little treat that’s ready to be enjoyed, while ensuring snack time is packed full of the flavour McVitie’s Penguin has long been loved for.”
The launch comes as McVitie’s Penguin continues to leverage its partnership with ZSL London Zoo to fund vital conservation work, with the onpack design featuring fun facts from the zoo’s penguin keepers.
McVitie’s Penguin & Friends is available in multipacks of 5x20g from UK Discounters for an RRP of £1. A wider rollout in all major retailers will take place in June.
Two of the most playful snack brands – Oreo and Sour Patch Kids – have come together to produce Oreo’s first-ever sour offspring.
Oreo Sour Patch Kitds resemble an Oreo Golden Cookie but instead are flavored in iconic Sour Patch Kids notes. The crème inside is filled with even more multicolored sour sugar inclusions – creating a sweet yet sour taste.
The sour SKU is rolling out in retailers across the US from May 6 for a limited time.
To celebrate this mischievous and unexpected pairing, the two brands will also be dropping an exclusive merch line, including a matching crewneck and pair of joggers that together, make the perfect ‘snack suit’.
The US brand known for its commitment to wellness is making its debut in nearly 200 Target stores. Two of the brands most popular flavors – Carolina BBQ and classic Sea Salt – are rolling out in select locations across the US.
The move comes on the heels of Jackson’s Chips’ Muskego, Wisconsin, plant expansion last year, which added 10,000 square feet of manufacturing space and nearly tripled its production capacity.
Jackson’s Chips is a standout in the market, made exclusively from sweet potato and avo oil, offering a healthier alternative to seed oils. The products are also free from the top nine allergens and compatible with various diets, including low inflammation, keto, vegan, paleo, and kosher.
In addition to Target and Target.com, Jackson’s Chips are available for purchase online through its own website and on Amazon, as well as in retailers like Whole Foods, Erewhon, Sprouts, Costco, Kroger, Giant and Mariano’s.
