First launched online in September 2025, Whitworths describes its Nutty Kitchen Supermince as the UK’s “first and only 100% natural, unprocessed meat-free mince” made from Californian walnuts, lentils and red quinoa.
Last month, the range was rolled out across 900 Tesco stores nationwide as the business continues to drive its ‘Mission Nutrition’ strategy and following strong top-line growth for FY25.
Strong topline growth and investment
Whitworths reported a 16.7% increase in turnover from £148.4 million to £173.1 million for the year ended 3 Jan 2026.
Profit before tax of £3 million dropped year on year due to a £1.4 million fair-value loss on derivatives, compared with a £1.5 million gain in 2024. This was partially offset by an improvement in operating profit before fair value adjustments which rose from £5.5 million to £7 million.
The business cited supply chain resilience as a “continuing challenge” in its latest Companies House filings; and, as a result, has increased its capacity to hold more raw materials and invested to increase warehouse pallet spaces by 23%.
The group is expanding its warehousing facilities and production capacity with three new production lines, which it says follows on from “significant new business wins”.
Nutrition strategy
A major focus for 2026 will be to continue to embed nuts, seeds and dried fruit into new meal occasions and shopper locations as part of its ‘Mission Nutrition’ strategy.
This was launched as part of a brand relaunch in 2024 following an independent review into the commodities it trades in. This review highlights scientific evidence linking nuts, seeds and dried fruit with a reduction in national disease burden.
The business is now focused on “positive additions” through the daily consumption of nuts, seeds and dried fruit. It is pushing this messaging through in-store execution and further new product launches, including Whitworths Power 10 breakfast toppers, Wok Tops, Not Guilty chocolate coated nuts & fruit, and a pipeline of innovation for Nutty Kitchen.
Whitworths’ CEO said this year will be focused on strengthening its partnerships, accelerating innovation, and “continuing to lead the national conversation about the role of nutrition in preventing disease”.
Its partnership with Tesco forms part of this multimillion-pound investment into this nutrition strategy.
Phil Gowland, Whitworths commercial director and director of health, said the partnership is a “significant step for Whitworths” and a “huge opportunity” for the business to put Nutty Kitchen Supermince in front of UK consumers.
A UPF-free, meat-free mince
Whitworths describes the Supermince as “unprocessed”.
When asked what that means, Gowland told Food Manufacture: “There are lots of products in the plant-based category that go through multiple rounds of processing, or contain ingredients not found in most kitchens, before they are packaged and sold. Whitworths Nutty Kitchen Supermince doesn’t follow this path.
“We’ve taken a simple approach to use the best of nature to create food as you would in your own kitchen, by simply mixing three powerhouse ingredients: chopped Californian walnuts, lentils and red quinoa. Nothing else is added in the mixing of these three ingredients and nothing is taken away.”
He continued: “We have created a versatile, plant-based alternative to traditional mince that makes it easier for people to incorporate nutritious, recognisable ingredients into everyday meals. The flavoured varieties contain a separate seasoning mix, made from natural herbs and spices you would find in your own food cupboards for consumers to create authentic tasting dishes with ingredients they’re already familiar with.”
The Nutty campaign
To support the major Tesco listing, Whitworths will be running an eight-week ‘Video on Demand’ (VOD) campaign on ITVX to drive awareness and trial of Supermince at the retailer.
The campaign features an original track inspired by the Madness song ‘Baggy Trousers’, with new lyrics that bring the brand’s ‘mince but not as you know it’ proposition to life.
This will be supported by an integrated marketing programme spanning social media, digital out of home, PR, and in-store and online Tesco activity.
Whitworths is also pushing trials of the range with a ‘try for free’ initiative, with Tesco shoppers able to claim a refund via freenuttykitchen.com.
Gowland concluded: “The creative is bold, distinctive and memorable, demonstrating how versatile, convenient and nutritious the Supermince is. ITVX gives us a prime opportunity to reach Tesco category shoppers at scale and build awareness at a key moment for the brand.
“Alongside social media, PR, out-of-home and in-store activity, we’re bringing the campaign to life across multiple touchpoints to create cut-through, build excitement and ultimately drive trial.”