Pudology targets foodservice after Brakes deal

By Helen Gilbert

- Last updated on GMT

Pudology’s products are also sold in Asda, Sainsbury’s, Ocado, The Vegan Kind, Gousto and Booths
Pudology’s products are also sold in Asda, Sainsbury’s, Ocado, The Vegan Kind, Gousto and Booths

Related tags: Free-from

Free-from pudding maker Pudology is aiming to make foodservice almost half of its business within 12 months after confirming a tie-up with Brakes.

Speaking to Food Manufacture​, founder Lucy Wager described the brand’s debut with Brakes as “one of the most exciting launches since Ocado back in 2012”​.

The catering supplier has listed two variants: Pudology’s Chocolate Pot and Chocolate Orange Pot, both in 45g sizes.

Wager said the move was a “step-change”​ for the business and showed how the market for vegan and gluten-free products was “really evolving”​.

“We launched with Brakes just two-three weeks ago so it is all very new, but the products are now live and we are working hard to engage with people in this sector,”​ Wager said.

“The opportunities are enormous … I would hope, by this time next year, we could be looking at having nearly 50% of the business made up of foodservice sales.”

Deal with Musclefood

This week, Pudology announced it had unveiled the same shot pot lines with Musclefood and was set to launch a third with the online health retailer before September.

The move “opened up a brand-new customer for Pudology”,​ Wager said.

“We have focused almost entirely on the more traditional retail outlets up until now and this feels like an exciting move as customers are choosing to shop in different ways and we want to make sure Pudology is available to all,”​ she added.

Dairy and egg intolerance

Wager founded the vegan, dairy and gluten-free pudding brand in 2010 following her own diagnosis of dairy and egg intolerance.

Her products are also sold in Asda, Sainsbury’s, Ocado, The Vegan Kind, Gousto and Booths.

Pudology moved its manufacturing facility to a plant in Gateshead last year to accommodate its growth plans. The site currently produces around 20,000 units a week.

“We already have that capacity in place and are excited about the coming 12 months as volumes increase and we bring new products into the range,”​ Wager added.

Related topics: Bakery

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