Leading food innovation company The Flava People has partnered with HelloFresh to launch a bespoke range of Flava It! seasoning sachets to be used in their home delivery recipes & boxes, marking a strategic collaboration between two brands committed to making bold, flavourful cooking more accessible to UK households.
Developed specifically for HelloFresh in close collaboration with its culinary development team, the new sachets have been designed to deliver high-impact flavour while maintaining the convenience and ease that HelloFresh customers expect. The first variant, Flava It! Peri Peri, launched in boxes this summer, with additional flavours, including West African, Mediterranean, Brazilian, Jerk, Tamarind and White Wine Stock rolling out throughout the year.
Scott Dixon, managing director at The Flava People, commented: “This is a strategic partnership built on shared values – big flavour, convenience, and consumer trust. We’ve worked closely withHelloFresh’s brilliant culinary team to ensure each sachet delivers the intensity and versatility needed to elevate their home-cooked dishes, while still allowing customers to feel like they’re cooking from scratch. It’s a proud moment for our Flava It! brand, which continues to evolve as a premium, trusted solution for everyday cooking.”
The sachets are branded under The Flava People’s Flava It! label and each mix is designed to be fuss free and adaptable across a wide range of dishes, supporting HelloFresh’s goal of delivering flavour forward meals that are quick, easy and satisfying.
Alix McCaffrey, senior director of Product HelloFresh, added: “We’re thrilled to be working with The Flava People on this bespoke range. We have a great shared vision in delivering flavour innovation to our customers. These sachets offer our customers a simple way to add bold flavour to meals, without compromising on freshness or quality. It’s a great example of how strategic partnerships can enhance the HelloFresh experience.”
The partnership builds on The Flava People’s growing portfolio of co-branded collaborations, including recent launches with YO! and Pinch of Nom, and reinforces its reputation as a flavour-led innovator with strong commercial agility and cross-category appeal.
Continues Dixon: “All of our brand and strategic partnerships provide us with an opportunity to tap into new segments of consumers who like to cook and experience flavourful food but appreciate the convenience and affordability of our products. Each partnership, whilst different, demonstrates our capabilities as a business to innovate, experiment with flavour and use our expertise to bring added value to like-minded brands. It’s what we do best.”
