Borough Broth, which has been certified organic since 2015, purchased the vegetarian ready meal business last March, with a view to transforming SpiceBox into an organic brand.
This acquisition and transition for SpiceBox has been part of founder and MD of Borough Broth, Ros Heathcote’s, mission to increase the availability of organic produce to UK consumers.
The founder of SpiceBox, Grace Regan, who remains at the helm of the brand under its new ownership, said the partnership also reflected her own ambitions and that she’d found a “kindred spirit” in Heathcote.
When SpiceBox first launched into retail in 2021, after five years as a hit Northeast London restaurant, said she had wanted the products to be organic, but hadn’t been able to get the right price point to make it feasible.
Now, all SpiceBox products are crafted in Borough Broth Company’s fully organic production kitchen located in West London.
The new range launching into Planet Organic next month comprises two Indian-inspired dal SKUs – Organic Tarka Dal and Organic Moong Dal.
Regan has kicked off the launch with Indian-inspired cookery, as it’s the one she knows best, but said she is hoping to expand the range into other cuisines in the future.
RRP for both products will be £5.45 and the launch will be supported in store with a 20% off promotion over September.
Regan commented: “I cannot wait to launch our new products into the world. We have been working tirelessly on these new recipes and are extremely proud of the flavour and quality we’ve managed to achieve.
“The growing popularity of chilled ready meals and soups reflects consumers’ need for convenience. We all know that we need to eat more vegetables and that scratch cooking is best, but the reality is that many of us simply don’t have the time everyday. SpiceBox is here for you on those days – we give you all the flavour and nourishment of home-made food with none of the questionable ingredients and corner-cutting of other convenience foods.
“Our dals are high-quality meals that taste great, have a clean ingredient list, and are 100% organic - they’re quick to heat, filling, nourishing and delicious.”
At the same time, the brand rolls onto Planet Organic shelves, SpiceBox will also be revealing its new brand identity and website, which will allow customers to buy direct too.
The company’s new tagline, ‘Ancient Wisdom. Modern Times’ is intended to be a nod to the brand’s amalgamation of culinary traditions from around the world and its simplicity and convenience.
In other news, previous Food Manufacture Excellence Awards winner Nim's Fruit Crisps has undergone a name change.
