Seed Snacks partners Sainsbury's in Future Brands strategy

By Rod Addy contact

- Last updated on GMT

Each 30g pack of Seed Snacks has a recommended sale price of £2
Each 30g pack of Seed Snacks has a recommended sale price of £2

Related tags: Bakery, Ambient, Ingredients & nutrition, Npd

Start-up Pep & Lekker's Seed Snacks has joined the ranks of Sainsbury's Future Brands, with the supermarket chain announcing it would trial two flavours under the label in 70 stores from 9 June.

The firm's Fennel & Chia and Rosemary & Hemp variants are launching in select Sainsbury's outlets as part of the retailer's Future Brands agenda, which is designed to champion pioneering brands of tomorrow. 

The baked snack products are made by Pep & Lekker at the Great British Biscotti site at Christchurch, Dorset. They are billed as healthier living, vegan-friendly, crunchy snacks with a low-carbon footprint that represent a high-fibre alternative to standard crisps.

The range pitches itself against sweet and savoury alternatives, is high in protein, promotes gut health and contains zero added sugars. Each 30g pack has a recommended sale price of £2.

Compostable packaging

Following initial contact with the brand, in early 2020 Sainsbury's support for the company enabled it to remove sesame seeds to create a nibble with 14-all-natural ingredients. The retailer also helped it shift to colourful, compostable packaging that gave products stand-out on shelf.

"The life of a fledgling food supporting the war on obesity is certainly full of ups and downs, however the willingness of the fantastic Future Brands team to give Seed Snacks a break as part of their promotion of healthy eating is beyond even our wildest dreams," ​said Pep & Lekker co-founder Susan Gafsen.

Sainsbury's launched its Future Brands programme two years ago with the aim of supporting small and innovative suppliers.

East Bali Cashews

Last month, the grocery chain announced another incubator brand participating in the programme - East Bali Cashews (EBC), which is based in East Bali - would be launching in its trial bays on 7 June. Chocolate Vanilla Granola Bites and Coconut Banana Granola Bites hit shelves yesterday, both priced at £2.90 for 125g packs.

Since EBC’s foundation, it has expanded from having a few stores in Bali, into an international business. Every sale enables it to provide more than 400 jobs in East Bali, empowering local farming communities through sustainable employment, agriculture and education initiatives.

Related topics: NPD, Bakery, Start-ups

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