The Flava People, experts in sauces and seasonings for almost 50 years, has teamed up with mealtime masters and one of the UK’s leading food publishers, Mob. Inspired by recipes which are regularly used and engaged with on the Mob website, the two have created a range of four Mob x Flava It! seasoning packets exclusive to Aldi.
Creating innovative and delicious products which customers will actually want to cook with at home, the sachets deliver the popular recipes in a simple-to-use ‘one-stop-shop’ format. Launching on 25th January 2024, the collaboration will be the start of a three-year partnership to help shoppers create flavour-packed, affordable dinners quickly and without fuss.
The Flava People approached Mob with a simple idea: take their digital brand into the physical space with a collaborative range of exciting flavour combinations. The Flava People’s 50 years of expertise in innovative and exciting flavour combinations and creating stand-out retail ranges, coupled with Mob’s unique insight into what consumers are searching for and cooking at home on a daily basis, has resulted in a range of four sachets based on Mob’s most popular online recipes, with an added Flava It! twist.
Each sachet is big on flavour, accessible, easy-to-use, and ready to inspire Aldi shoppers to get creative in the kitchen and make affordable game-changing dinners. The four new sachets are:
- Creamy Halloumi Curry
- Honey & Chorizo Chilli
- Pulled Chicken Tacos
- Triple Chilli Pasta
To further promote the partnership, the Mob team will be creating tailored recipe banks for each of the products in order to encourage consumers to look outside of the ‘core’ recipes and benefit from the versatility of the products. Social media content across Instagram and TikTok in both video and photo-form will further engage Mob’s own audience to showcase how easily the products can create game-changing dinners. Bespoke newsletters will deliver recipes and content direct to subscribers’ inboxes, while on-shelf, in-store, and on-pack QR codes will allow every shopper to discover a world of inspiration at their fingertips and give them the confidence to cook.
The partnership will also be supported in-store by bespoke and branded free standing display units.
Scott Dixon, Managing Director at The Flava People, comments: “The collaboration between Mob and Flava It! is game-changing for our category. We know from our own research and insight that in-store recipe ideas and dinner inspiration ranks amongst the top three reasons for shoppers (even during the current economic crisis) to buy and yet, as retail brands, we’re poor at offering this.
“This is where recipe masters like Mob can truly stand apart, drawing inspiration from interesting, versatile flavours from around the world people actually want to try. Mob’s halloumi curry recipe has over 150,000 views online, and is one of the recipes which inspired one of the sachets. This is something no brand or competitor across the entirety of retail can claim.
“Pairing up with our fuss-free Flava It! seasonings will allow home cooks to recreate Mob’s most popular recipes quickly, easily, and at a genuinely accessible price point. This is the definition of a true partnership in our eyes: two brands with much different histories but complimentary attitudes coming together to create something genuinely unique. We believe this is what we have delivered, and we can’t wait for people to try them for themselves.”
Ben Lebus, founder of Mob, adds: “We have an incredibly engaged community at Mob who watch our content and use our recipes on a daily basis. To bring favourite recipes to life, we used our trend-led data as a basis for the development phase. But working with The Flava People team, we realised there was a gap for a tangible product in-store which would bring our recipes to life, and help our community create game-changing dinners regardless of the day or time available.
“The process with The Flava People has been seamless. From the initial spark of the idea to the development process, through to execution, their expertise and experience in working with brands and businesses to develop products has shone through. We’re very proud of the end-product and look forward to seeing all of the incredible recipes people are inspired to make.”
The four sachets will be available in 1,000 Aldi stores across the UK from 25th January 2024, costing less than £1 per sachet.
