CREATING SUPERFOOD SUCCESS T
he trillion-dollar global health food market continues to grow and now more than ever,
producers who can hone in on the trend for ‘eating clean’ and ‘free from’ are on the pathway to retail success. While diet fads come and go, over time, innovative, back-to-basics foods that taste delicious and provide healthful
benefits will have staying power. The Foraging Fox, for example, has taken the allotment-growers’ favourite; the simple beetroot, and turned it into a delicious award-
want to lead a gluten free lifestyle, this is even more pertinent. They also need to trust their favourite brands to provide them with products that aren’t going to simply disappear off the shelves a year down the line.” However, while consumer demand
winning ketchup. Frankie Fox and Desiree Parker, the founders of this very British start-up have been amazed at the positive reception the brand has received. “People want natural, free from and great tasting food. With our ketchups, they can enjoy the fantastic flavours of this wonderful super food so it’s win-win for everyone,” says Frankie. Having recently scooped the prize
for best new condiment for its Hot Beetroot Ketchup at the FoodBev World Food Innovation Awards and
being shortlisted for Veggie Awards and Free From Awards this year, The Foraging Fox has certainly tapped into the trend. “This isn’t a fad,” notes Frankie. “The consumer, more than ever, is conscious of what goes in their meals. Food transparency is really important as is sound knowledge of the ingredients used. For those who
for zero nasties in food products grows, large retailers have been slow to cater for this market, providing independent shops and delis with the opportunity to attract customers looking for those free from options. “Deli’s are ideally placed to select innovative and delicious new food products,” adds Desiree. She stresses that consumers who want to be healthy or maintain a gluten free lifestyle, also need to enjoy their meals. “We’re all about giving a tasty twist to traditional sauces. Ours are packed with vitamins, minerals and antioxidants, are suitable for vegetarians and vegans, are naturally gluten and allergen free - I think we’re ticking pretty much every box! l
www.theforagingfox.co.uk
The Delicatessen Magazine 35
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