Vegan food firm Wholey launches smoothie bowls in UK

By Jerome Smail contact

- Last updated on GMT

Vegan food firm Wholey launches smoothie bowls in UK

Related tags: vegan, Npd

German vegan food and drink company Wholey has announced the launch of its smoothie bowls on to the UK market.

Available from CLF distribution, the products come in four flavours: Ocean, Açaí, Tropical, and Dragon Fruit.

The smoothie bowls are sold in the form of portioned freezer packs. These are added to a mixer and blended with 150ml of water, creating a creamy mixture in 60 seconds, according to the manufacturer. The concept is designed to alleviate the need for chopping.

The recommended retail price for the products is £3.69.

Exotic fruits

All Wholey’s organic fruit and vegetable ingredients are harvested and blast frozen as soon as they have reached maturity to ensure vitamins and nutrients are retained, according to the company.

Ingredients include exotic fruits such as red pitaya and blue spirulina, along with grasses, herbs, nuts and nut butters, depending on the recipe.

The manufacturer said it worked with nutritionists to ‘understand the benefits of a plant-based diet and create the perfect smoothie bowl mixes’. A wide variety of ingredients were tested, as well as over 1,000 recipes, it added.

Quick solution

Berlin-based Wholey was set up in August 2016 and launched its first products the following June.

The company’s founders – Alexander Stahr, Casimir von Carmer, Philipp Stahr, Clemence Chulze and Alexander Carsten – are made up of four former German professional hockey players and a footballer.

Wholey said the venture was inspired by the five founders seeking a quick and nutritious solution without depending on café and supermarket opening times or poor-quality fast food choices.

TikTok, Instagram

The company initially targeted the German and Austrian markets, publicising the brand via social media channels such as TikTok and Instagram.

“The bowls are all sustainable and vegan,”​ said a Wholey representative. “This, combined with the intense, unmistakable colour tones in bright blues and pinks has meant it has become an instant hit among the Instagram foodie generation who are also conscious of modern consumer habits.”

Wholey smoothie bowls join a host of other vegan items launched onto the market this January​, as food businesses look to capitalise on the growing plant-based trend and the Veganuary movement.

Related topics: NPD, Frozen, Veganism

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