The Flava People, experts in sauces and seasonings for almost 50 years, has partnered with Pinch of Nom to launch a range of seasoning mix sachets inspired by their most popular recipes. Having seen phenomenal success by launching the fastest selling cookbook of all time alongside growing a dedicated following of people searching for healthier alternatives, Pinch of Nom is now bringing their recipes to life with their first physical food product. In partnership, brokered by Eighty Ate (sister company of The Point 1888), the two flavour masters plan to initially launch a range of five products which will be ready to sachet onto retail shelves as early as Summer 2024.
Since launching in 2016, Pinch of Nom has become a household name with a following of millions. Predominantly used by women aged 25-65, their recipes are tailor-made for those who want to create healthier and more affordable meals without compromising on time or flavour. The result of a truly collaborative relationship between both businesses will result in the initial launch of five delicious sachets helping to make Pinch of Nom recipes even easier and more accessible to their beloved followers, and time-starved consumers.
The expert blends of seasonings have been developed to help with the biggest barriers to consumers cooking regular, healthier meals at home: time, inspiration and number of ingredients. The brand collaboration with The Flava People’s heritage brand, Flava It! will bring to life the brilliant flavours and textures of Pinch of Nom’s most popular tried and tested recipes. The five new Pinch of Nom x Flava It! sachets are:
- Creamy Garlic Chicken
- Campfire Stew
- Cajun-Style Dirty Rice
- Mediterranean-Style Chicken Traybake
- Chip Shop Curry Sauce
As well as recreating their most popular recipes, the sachets will also hold additional inspiration with a QR code linking to more exciting recipes for each, alongside encouragement for their active community to make and share their own creations.
The partnership will be promoted to their 3 million+ social media followers, and through email marketing to ensure Pinch of Nom’s audience is constantly kept up to date on the delicious, healthy recipes that can be made using their retail range. A key part of this partnership is the engagement of Pinch of Nom’s community of fans, ensuring that credible feedback and insights are used in ongoing product development.
Michelle Rowley, Brand & Product Director comments: “At The Flava People we’re on a mission to game change dinners by bringing powerful, disruptive brands and flavours to shelves and menus. Our collaboration between Flava It! and Pinch of Nom will revolutionise the ease in which consumers can cook accessible, delicious slimming-friendly recipes at home.
“We are extremely excited to be working with such a passionate brand that holds their unrivalled community and fan base at the heart of everything they do in a truly authentic way. From tapping into the power of their community so far, we’ve been blown away by their level of consumer engagement, which we expect to help pave the way for Pinch of Nom’s future expansion. If past experience is anything to go by, the entrance of Pinch of Nom into food retail is set to shake their millions of dedicated followers to flock to shelves to get their hands on these delicious creations. But don’t just take it from me – a whopping 80% of survey respondents said they would change where they shopped to buy the sachets in store.”
Senior product developer, Fay Ahmadzadeh at The Flava People adds: “We know shoppers are constantly looking for recipes which are accessible, affordable, and balanced to easily make at home. There is often the misconception that healthy recipes are expensive, complicated and generally disappointing when it comes to flavour and texture. Together we wanted to create a range of products to allow Pinch of Nom’s followers and shoppers to be even more creative at dinnertime. The result is an extremely collaborative process and true partnership of two flavour masters to create crowd-pleasing, healthier recipes at home.”
Kay and Kate, owners, and co-founders of Pinch of Nom, add: “At Pinch of Nom we have been so lucky to be supported by our dedicated community – we have and always will put them at the heart of everything we do. Through our seven book launches, we have sold over five million copies, helping our followers create flavourful, healthier meals – with more to come this year. These seasoning sachets are the perfect way for consumers to diversify their kitchen cupboard and master the art of transforming any dish into something tasty for dinner. There is something for everyone in this range and we are so excited to see what our followers create.”
The Flava People are in active conversations with retailers about who will be the first to take advantage of a launch that promises to drive new and excited shoppers to their stores.
