News
5 new UK retail partnerships
Modernising soda
Functional soda brand, Living Things, has secured a listing with Ocado just nine months after its debut.
Since its launch in early 2024, Living Things has sold more than 200,000 cans and secured listings in over 500 retailers, including Whole Foods, Amazon, and independent outlets across the UK.
The brand has its sights set on shaking up the soda sector with its modern, gut health take on the popular fizzy drink, with Ocado representing a key milestone for Living Things’ aim to make functional sodas accessible to all.
“Living Things was created to give people a better option – sodas that taste great but also help improve your wellbeing,” said Ben Vear, co-founder and CEO of Living Things. “We’ve had an incredible response since our launch, and being listed on Ocado allows us to expand our reach to even more customers looking for healthier soft drinks.”
Living Things’ sodas are crafted with all-natural ingredients, free from sweeteners and artificial additives. Every can offers 6.5 grams of prebiotic plant fibre, fewer than 50 calories, and functional ingredients designed to support the gut.
“Our goal is to change how people think about soft drinks,” continued Vear. “A can of Living Things is already sold in the UK every minute and we’re excited to bring Living Things to even more customers via Ocado. With a product that not only tastes good but also does good, we’re confident that we can lead the shift toward healthier soft drink options.”
Living Things' top-selling flavours will be available in 4-packs through Ocado – Lemon & Ginger, Peach & Blood Orange, Raspberry & Pomegranate, and Watermelon & Lime.
Each soda is low in sugar, gluten-free and vegan and will be priced at £5.99 per pack.
‘Willy’ good pies
Artisan pie brand Willy’s Pies has snatched its first retail listing, outside of independent outlets, on Ocado.
Co-founded by Will Lewis and Josh Hill, London-based Willy’s Pies are all hand pressed and made with ingredients such as HG Walter meat and herb-fed free-range chicken.
The business began by delivering its goods during the first lockdown in 2020 and has seen incredible sales growth since, recording 49% year-on-year between 2022/23 and 2023/24.
Four flavours of pie are now available to purchase from the online supermarket Ocado, priced at £4.50 for 4 weeks, increasing to £6 thereafter.
The four flavours are:
- Beef Shin, Bacon and Ale
- Roast Chicken, Rosemary and Leek
- Cider Braised Pork, Fennel and Oregano
- Cauliflower, Leek and Cheddar
This listing with Ocado follows Willy’s Pies successful partnerships with Arsenal FC and Fulham FC. Earlier this year, the brand received investment from ex-footballer Ian Wright, and more recently, Thomas Straker and Toby Hopkinson, the co-founders of All Things Butter.
“We’re stoked to be launching with Ocado, which represents a massive step in our expansion. Willy’s Pies is all about delivering comfort and quality, and we’re excited to bring that experience to more customers across the UK. From the stands at your local football club to the supermarket shelves, we want to elevate the humble pie,” added Will Pie’s co-founder, Lewis.
A pinch of seasoning
The cookbook series Pinch of Nom has stepped into the world of food manufacturing, developing a range of eight seasonings with flavour specialists, Flava It.
Since initially creating a food blog and cultivating a strong online community in 2016, Pinch of Nom, has garnered more than 2.9m follows across Facebook and Instagram, as well as 12-best-sellers.
Launched on Amazon, the new seasonings SKUs will be available in two packs made up of four sachets each, at a RRP of £4 per pack. Moreover, as part of a partnership through Flava It, 3p from every sachet sold will be donated to The Community Grocery.
The two packs are:
Fan-Favourite Recipe Mixes, which have been specially crafted to allow shoppers to quickly and easily recreate some of the Pinch of Nom’s classic and most popular recipes. This pack includes:
- Creamy Garlic Chicken recipe mix
- Campfire Stew recipe mix
- Cajun-Style Dirty Rice recipe mix
- Mediterranean-Style Traybake recipe mix
Fakeaway Favourites, which are designed to be healthy alternatives to classic takeaway favs, with three of the four sachets created specifically for the air fryer – aligning with the launch of Pinch of Nom’s latest book, ‘Air Fryer’.
- Chip Shop Curry Sauce recipe mix
- Salt & Pepper seasoning mix
- Burger & Kebab seasoning mix
- Crispy Southern Chicken seasoning mix
Each pack features a QR code linking to a collection of recipes, so that shoppers have inspiration to lean on.
“The process to create this incredible range of eight seasoning sachets has been truly collaborative between our two teams, and they have been hands-on at every step of the process which is incredible,” commented Hannah Wheater, brand manager at The Flava People.
“The process has included drawing on our extensive catalogue and knowledge base of what works well from being in the business for over 50 years, with their innovative, vibrant and non-prescriptive approach to healthy recipe creation.
“Combined, we truly believe we have a range which aligns with Pinch of Nom’s core brand ideation, delivered in the convenient, quality, and cost-effective format Flava It! is known for. We can’t wait to hear what Pinch of Nom’s incredible and supportive community thinks – and to introduce new people to both brands!”
Cheesy wins
Wyke Farms has snatched up another national retail listing with its Ivy’s Reserve Vintage Cheddar now available in Waitrose, with Ocado and selected Sainsbury’s stores to follow.
Sainsbury’s has also nabbed the cheese manufacturer’s Ivy’s Reserve Somerset Red variety.
Launched as the world’s-first carbon neutral branded cheddar in 2021, Ivy’s reserve Vintage Cheddar is a premium offering made by the Clothier family and their team at Wyke Farms in Bruton, Somerset.
Ivy’s Reserve Somerset Red, meanwhile, was developed to meet emerging market trends across the world and fulfil a global appetite for new, creative offerings within the category.
The brand is focusing on expanding its retail presence in the UK as a key component of its growth strategy, driven by a 10% year-on-year increase in its export business. This aligns with the rising consumer trend of enjoying premium dining experiences at home, where there is a growing interest in products that offer unique provenance and uphold sustainable values.
Commenting, Rich Clothier, managing director and third generation family member at Wyke Farms, said: “We continue to invest into our position as market leaders as we pioneer eco-friendly business, and farming practices, that contribute to environmental improvements. Securing a presence in these national retailers is a significant milestone for us and our ongoing commitment to achieving beneficial ecological impacts through conscious business practices.”
Artisan ham
Luxury artisan food producer and Royal Warrant holder, DukesHill, has snagged a listing in Daylesford Organic Farmshops with its premium sliced ham.
Its Sliced Honey & Mustard Ham and Sliced Herb Roasted Ham are now available exclusively at Daylesford Organic, along with its Sliced Wiltshire Ham.
DukesHill only sources British pork from outdoor-bred farms for its cured hams, which are immersed in a special brine for a week before being aired dried.
Mark Gallagher, CEO of DukesHill, said the company was truly delighted to partner with Daylesford, a fellow British brand that shares its “core values around provenance, animal welfare and quality”.
Gallagher continued: “Our hams are cured and butchered by hand using time-honoured traditional techniques that deliver the very best taste, texture and flavour. We’re thrilled that Daylesford customers can now discover our expertly produced selection of sliced hams which are perfect for sandwiches, snacking and charcuterie boards.”
DukesHill’s premium sliced ham range can be found at the Daylesford Organic flagship farmshop in the Cotswolds, at one of its three London farmshops, or on Daylesford’s website.
In other news, UK rice firm Veetee Foods is looking across the pond, as it announces construction of US facility.
