Flava It! x Pinch of Nom Seasoning Sachets Secure Hit Tesco
This October sees three all-new seasoning sachets from best-selling cookbook brand Pinch of Nom launch in Tesco stores nationwide as part of the hugely popular Flava It! x Pinch of Nom partnership secured by ‘Eighty Ate. Capturing the flavours of three of Pinch of Nom’s most popular slimming-friendly recipes in easy-to-use seasoning blends, they will be available in 526 Tesco stores nationwide from 14th October 2024. In addition, 3p from every sachet sold will be donated to the Community Grocery as part of The Flava People’s partnership and dedication to supporting its local community.
The launch with Tesco follows an incredible response from Pinch of Nom’s dedicated followers in September, which saw the initial collection launched through Amazon sell out in less than 24 hours. In the days following the multipack launch, the duo have seen Pinch of Nom’s fan-base go wild in their Facebook group of 975,000 members. This loyal community has been cultivated by Pinch of Nom founders Kay and Kate since initially creating the food blog in 2016. Today, it is a phenomenal success and a nationwide movement with over 3 million followers across social media, as well as 11 best-selling cookbook titles[1].
The autumnal Tesco launch will see three individual sachets available for consumers to purchase, which include:
- Creamy Garlic Chicken recipe mix
- Campfire Stew recipe mix
- Mediterranean-Style Traybake recipe mix
The continued and collaborative partnership between Pinch of Nom and The Flava People, experts in sauces and seasonings for almost 50 years allows shoppers to create easy, delicious, and healthy meals without fuss. The blends have been developed to help with the biggest barriers to consumers cooking regular, healthier meals at home: time, inspiration[2] and availability of ingredients[3]. Together, Flava It! x Pinch of Nom with the help of their most popular recipes, will bring flavour and excitement directly to the nation’s tables.
Hannah Wheater, Brand Manager at The Flava People, comments: “We were blown away by the fantastic response from the Pinch of Nom fans after launching our new Flava It! x Pinch of Nom range. Their genuine passion for the brand is incredible and continues to drive us forward and make us even more determined to bring more products to market. We saw this outstanding support when we launched via Amazon in September and sold out essentially overnight off the back of just one email and one post on social media.
“It’s not just the Pinch of Nom fans that have faith in these products. We have secured a listing with Tesco and are launching outside of their traditional range-review period which is an incredible show of support from their team. We are drawing on our extensive knowledge and experience built over the last 50 plus years with the passion, knowledge and dedication brought to the table by Kay and Kate and this shows in the final product. We believe these three products are innovative, vibrant and channel Pinch of Nom’s non-prescriptive approach to healthy recipes, all delivered in a convenient, quality, and cost-effective format. We learn from and welcome feedback from both existing and new customers of both our brands and can’t wait to hear what the community thinks of our new collection.”
Kay and Kate, owners, and co-founders of Pinch of Nom, add: “We are so fortunate to have the support of our amazing community – which remains at the heart of everything we do. Working with the team at The Flava People has allowed us to take some of our favourite recipes – new and old – and condense them into a flavour-packed product for retail. We truly feel they capture the essence of what makes a Pinch of Nom recipe unique – healthy, simple, and designed to bring a smile to people’s faces at mealtimes. We hope everyone will enjoy what we have created together, and we’re confident the response will be overwhelmingly positive.”
Amy Wickham-Hurd, Creative Commercial Manager at Eighty Ate commented: “Eighty Ate are thrilled to see these products finally hit the shelves at Tesco. The Flava It! x Pinch of Nom partnership has had a phenomenal start this Autumn, driven by fantastic innovation and the loyalty of Pinch of Nom’s highly engaged community. We’re confident that this product range by The Flavour People will offer dedicated fans new ways to enjoy their favourite Pinch of Nom recipes at home, while also making Kay and Kate’s incredible slimming-friendly, convenient meals accessible to an even wider audience.”
Each Flava It! x Pinch of Nom sachet features a QR code linking to a collection of exciting recipes, alongside encouragement for Pinch of Nom’s active community to make and share their own creations. The Flava It! x Pinch of Nom sachets will be stocked in 526 Tesco stores from 14th October 2024, RRP to be confirmed.
[1] https://pinchofnom.com/about-us/
[2] Pinch of Nom’s engaged audience shows time (55%) and inspiration (38%) were the biggest barriers to cooking regular heathier recipes. Pinch of Nom Community Survey, 6,574 respondents.
[3] Survey commissioned by The Flava People also said they were put off trying something new if the right ingredients were not immediately available. Survey of 1,007 national representative respondents. Survey carried out through Vypr, May 2024.
