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Pinch of Nom launching into retail with The Flava People

Sauce and seasoning expert, The Flava People has partnered with Pinch of Nom for the launch of a range of seasoning mix sachets inspired by its most popular recipes.

Having seen success with the fastest selling cookbook of all time, alongside growing a dedicated following of people searching for healthier alternatives, Pinch of Nom is now bringing its recipes to life with its first physical food product.

In a partnership brokered by Eighty Ate (sister company of The Point.1888), the two flavour masters plan to initially launch a range of five products which will be ready to sachet onto retail shelves as early as summer 2024.

Since launching in 2016, Pinch of Nom has become a household name with a following of millions. Predominantly used by women aged 25-65, the recipes are tailor-made for those who want to create healthier and more affordable meals without compromising on time or flavour.

The brand collaboration with The Flava People’s heritage brand, Flava It! will bring to life the flavours and textures of Pinch of Nom’s most popular tried and tested recipes.

The five new Pinch of Nom x Flava It! sachets are:

  • Creamy garlic chicken
  • Campfire stew
  • Cajun-style dirty rice
  • Mediterranean-style chicken traybake
  • Chip shop curry sauce


The sachets will also hold additional inspiration with a QR code linking to more exciting recipes for each, alongside encouragement for their active community to make and share their own creations.

The partnership will be promoted to Pinch of Nom’s three million+ social media followers and through email marketing.

“At The Flava People we’re on a mission to game change dinners by bringing powerful, disruptive brands and flavours to shelves and menus,” commented Michelle Rowley, brand and product director. “Our collaboration between Flava It! and Pinch of Nom will revolutionise the ease in which consumers can cook accessible, delicious slimming-friendly recipes at home. We are extremely excited to be working with such a passionate brand that holds their unrivalled community and fan base at the heart of everything they do in a truly authentic way.

“From tapping into the power of their community so far, we’ve been blown away by their level of consumer engagement, which we expect to help pave the way for Pinch of Nom’s future expansion. If past experience is anything to go by, the entrance of Pinch of Nom into food retail is set to shake their millions of dedicated followers to flock to shelves.”

Bethan Garton, chief commercial officer at Eighty Ate, continued: “We know shoppers are constantly looking for recipes which are accessible, affordable and balanced to easily make at home. There is often the misconception that healthy recipes are expensive, complicated and generally disappointing when it comes to flavour and texture.  Together we wanted to create a range of products to allow Pinch of Nom’s followers and shoppers to be even more creative at dinnertime. The result is an extremely collaborative process and true partnership of two flavour masters to create crowd-pleasing, healthier recipes at home.”

Kay and Kate, owners, and co-founders of Pinch of Nom, added: “At Pinch of Nom we have been so lucky to be supported by our dedicated community – we have and always will put them at the heart of everything we do. Through our seven book launches, we have sold over five million copies, helping our followers create flavourful, healthier meals – with more to come this year. These seasoning sachets are the perfect way for consumers to diversify their kitchen cupboard and master the art of transforming any dish into something tasty for dinner. There is something for everyone in this range and we are so excited to see what our followers create.”

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