Gnome Rangers, a new children’s lifestyle brand founded by Jamie Oliver Group co-CEO Louise Holland, is entering the UK’s sauces category with the launch of Gnome Rangers Tomato Ketchup, a sauce for kids made with simple, natural ingredients.
Launching exclusively into Ocado in a 285g glass bottle and a 555g squeezy bottle, Gnome Rangers Tomato Ketchup has been developed in partnership with The Foraging Fox to bring families a tomato ketchup made with simple ingredients and great flavour.
Made in England using ripe surplus tomatoes sourced from across Europe, the recipe combines tomatoes, vinegar, a touch of sugar and a blend of savoury spices to create a ketchup where the flavour of the tomatoes takes centre stage. It also contains lower sugar and salt levels than mainstream branded ketchups, with no artificial ingredients or sweeteners, and makes use of surplus produce to help reduce food waste and support more sustainable manufacturing practices.
Gnome Rangers is built around a magical world designed to inspire kids to connect with nature, food and cooking. From September, the animated Gnome Rangers characters will feature in Jamie Oliver’s 10 Skills nationwide primary schools programme, which aims to reach 5,000 of the UK’s 15,000 primary schools by 2027. A percentage of profits from every bottle sold will also support the programme.
The Gnome Rangers characters will appear across worksheets and teaching materials, encouraging kids to discover different foods and learn about nutrition through planting, cooking and tasting their own food. Early pilot data shows 60% of children try something new through the programme.
Gnome Rangers co-founder, and Jamie Oliver Group co-CEO Louise Holland says, “We believe families shouldn’t have to choose between great taste and better ingredients, and a household staple like ketchup was the perfect place to start. We wanted to create a ketchup that genuinely tastes of tomatoes using simple, natural ingredients. By lowering the sugar and salt without relying on artificial sweeteners, we’ve created a delicious ketchup that’s a great addition to the family table.”
While ketchup is the brand’s first launch, Gnome Rangers has plans to expand in to a wider range of everyday family foods. Future launches will continue to focus on natural ingredients, great taste, strong nutritional credentials and affordable pricing, to create a family food brand that extends well beyond sauces.
Gnome Rangers Tomato Ketchup launches exclusively in Ocado in a 285g glass bottle (RRP £3.75) and a 555g squeezy bottle, with a 980g format following in August. Each bottle features a QR code linking families to Gnomeland, where children can access animations, songs and activities featuring the Gnome Rangers characters.
