Following the sell-out success of its first collaboration at the beginning of 2024, the Mob team is once again teaming up with masters of flavour, Flava It!, to launch four brand new seasoning sachets. Exclusive to Aldi from 19th September 2024, the Mob x Flava It! creations have been specially designed to inspire and empower home cooks to get creative in the kitchen and embrace bold and delicious recipes.
In January 2024, the duo kicked off their first collaboration and saw over 720,000 sachets sell out across Aldi stores nationwide, bringing the Flava It! ‘one-stop-shop’ format to thousands of households across the UK. With their first launch being recipe based, the second iteration of the exclusive partnership brings to life four new flavour-led products inspired by iconic recipes from Mob’s digital portfolio. The pair hope to pack huge flavour into mealtimes with a product range that can be used across cuisines to elevate any dish. With 30% of consumers seeing seasoning mixes as more convenient than purchasing a range of spices, and a quarter seeing them as a great way to try a new dish, the four new seasoning sachets allow Aldi to tap into consumer desire for convenient exploration at an affordable price point.
Seamlessly blending flavour and cuisine trends, the four new seasoning sachets launching on 13th September are:
- Mob x Flava It: Spicy ‘Nduja
- Mob x Flava It: Harissa & Honey
- Mob x Flava It: Smoky Chipotle
- Mob x Flava It: Sticky Five Spice
Aldi will be supporting the launch both in-store and through its digital marketing tools. Promotions and signage will be further amplified through focuses on in-store activation, alongside bespoke newsletters, digital signage and social media activations.
To showcase the versatility of the four new products, Mob and The Flava People have created a bank of recipes to inspire home cooks and celebrate the different ways people can get creative in the kitchen. To further engage shoppers, the recipes will be brought to life through Mob’s social media channels with video and still image content shared to their millions of followers across TikTok and Instagram, motivating Mob’s engaged audience to try the new products.
Hannah Wheater, Brand Manager at The Flava People, comments: “We had an incredible response from consumers when we launched our first collaboration together at the beginning of the year and were truly blown away by the feedback. We still continue to receive a stream of messages asking for the products to made permanent. We initially expected there to be a strong uptake in Mob’s ‘heartland’ – predominantly London and the South East, but actually we saw huge success nationwide – with shoppers in the North West and Yorkshire seemingly our biggest fans.
“Mob have continued to be as involved in the development of the new sachets as they were the first time, and sitting around the table with a team of people looking to push boundaries and bring fresh, new flavours and products to consumers sparks creativity. Drawing on a wealth of consumer insight from their community, from the flavours and ingredients they are searching for, to where they are seeking inspiration. Combining this with our 50 plus years of experience in delivering unique innovative flavours wrapped up in convenient and cost-effective formats, we believe we’re on to another hit round of products.”
Ben Lebus, founder of Mob, adds: “We love collaborating with The Flava People. We had such a fantastic response to our first launch together that it only made sense we would build on what we learnt to deliver four even better (if we do say so ourselves!) seasoning sachets. The new flavours have been a long time in the making, and we are proud to finally present them to our community! It has been fantastic to work with a group of people who understand the way we think and who want to push the boundaries creatively. Simply put, they understand our vision and have a unique ability to translate that into a physical product. Our main goal from this partnership is, and always has been, to bring a unique and flavourful experience straight to the nation’s plates – both existing fans of Mob and Flava It!, and introducing our brands to new people.”
The four new flavours will be brought to market in The Flava People’s new and fully recyclable seasoning sachets, with 3p from each sachet sold donated to The Community Grocery, a charity supporting families and bridging the gap between food banks and supermarkets. The Flava People have an official partnership with The Community Grocery – united by their joint passion for community, family, and food affordability and accessibility – and aim to raise enough funds through their ‘Give-A-Shop’ initiative to help build a new Community Grocery store in South Manchester.
The four sachets will be available in 1,000 Aldi stores across the UK from 13th September 2024, RRP £0.99 per sachet.
