By Allison Watkinson
TLL Reporter
The Eighty Ate licensing agency has secured a partnership with Tesco for Flava It! and Pinch of Nom’s co-branded range of seasoning mixes.
“Eighty Ate are thrilled to see these products finally hit the shelves at Tesco,” said Eighty Ate CCO, Amy Wickham-Hurd. “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.”
Launching at Tesco stores throughout the UK starting on October 14, the Flava It! x Pinch of Nom range includes three new seasoning mix satchets based on popular recipes from the Pinch of Nom cookbook.
The licensed seasoning sachets that are available through Tesco store locations include a Creamy Garlic Chicken mix, a Campfire Stew mix and a Mediterranean-Style Traybake mix.
“We are so fortunate to have the support of our amazing community – which remains at the heart of everything we do,” said Pinch of Nom co-founders, Kate and Kay Allinson. “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.”
The Tesco retail partnership follows an incredible response from Pinch of Nom’s followers back in September which saw the initial Flava It! x Pinch of Nom seasoning collection sell out in less than 24 hours after it launched on Amazon.
“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,” said The Flava People brand manager, Hannah Wheater. “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,” added Wheater. “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.”
The products developed by Pinch of Nom and The Flava People were created to help shoppers create delicious and healthy meals at home through easy-to-use seasoning blends.
Each Flava It! x Pinch of Nom sachet features a QR code that links to a collection of related recipes, as well as encouragement to make and share their culinary creations with Pinch of Nom’s active online community.
A portion of the proceeds from every sachet sold will be donated to the Community Grocery initiative as part of The Flava People’s ongoing charitable partnership with the non-profit organization.
“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,” said Wheater. “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,” added Wheater. “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.”
Pinch of Nom (PON) is a healthy eating and recipe brand that was launched in 2016 by Kate and Kay Allinson. The culinary brand focuses on providing its readers with healthy recipes, cookbooks, advice and support for its online blog and global fanbase.
Owned by The Flava People, Flava It! is a seasoning and sauce brand that specializes in creating flavor mixes in partnership with licensed brands and IP.
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