Primrose’s Kitchen gains Holland & Barrett UK listing

By Oliver Haenlein

- Last updated on GMT

Primrose’s Kitchen distribution grows in UK health store channel
Primrose’s Kitchen distribution grows in UK health store channel

Related tags: Food, Nutrition

Dorset ‘superfood’ company Primrose’s Kitchen has secured a listing with health food chain Holland & Barrett for its raw vegetable mueslis.

Holland & Barrett now stocks the business’ Raw Carrot, Apple & Cinnamon Muesli, and Raw Beetroot & Ginger Muesli. The ‘naturopathic’ Primrose's Kitchen products, which retail at £5.95 ($9.24), are already available in the likes of Waitrose, Whole Foods, and Selfridges.

Primrose Matheson, founder of Primrose’s Kitchen, said: “Holland & Barrett is one of the UK’s foremost health food store chains and I’ve been shopping there for years. 

“The health food sector is changing; no longer are health foods seen as tasteless or boring, they are exciting, delicious, and part of balanced diet.  It’s a real thrill to see Primrose’s Kitchen products featured in such a recognised high street shop and we’re looking forward to sharing the naturopathic message with an even wider audience.” 

Perfect match

After previously suffered from chronic fatigue, M.E and poor digestion, Matheson resolved to study health and homeopathy, and consequently started developing healthy and ‘empowering’ products.

She told BakeryandSnacks.com she was concentrating on specialist shops for her mueslis, with Waitrose the only supermarket she had pursued. She believes Holland & Barrett is a perfect match: “It is a health food store and has a customer base that appreciates products like mine and the quality ingredients we use. The stores have a great coverage in the UK and that is important to us at the moment whilst we are growing.”

Matheson has ambitious plans for Primrose’s Kitchen: “Holland & Barrett has helped to expand the business in the same way Waitrose has without a doubt, but we still have a lot of room to grow and going forward I think the real expansion will come from creating good relationships with distributors in Europe and the rest of the world.

“We have already launched with a distributor in Spain, Switzerland and France and this is where I want to focus my attention now we have a good UK coverage.”

The company received two gold stars at the 2013 Great Taste Awards for the mueslis. Matheson develops her products based on three naturopathic principles: “be natural, eat natural, live natural”.

Related topics: Manufacturers, Cereal & Cereal Bars

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