News & Analysis on the Bakery and Snacks Industries
By Niamh Michail
- Last updated on
Dutch start-up Ghee Easy sells an organic range of ghee, a traditional cooking oil in South Asia made by removing the milk proteins (lactose) from butter.
Although ghee is mostly saturated fat, it is increasingly finding favour among ‘clean eaters’ who see it as a less processed alternative to refined, bleached and deodorised (RBD) oils. Ghee is also associated with traditional Indian Ayurvedic medicine.
Ghee Easy has seen its year-on-year growth double in the past few years, something its CEO and founder David Klingen puts down to confusion over healthy fats and consumers' curiosity in cooking with new products.
“People want to learn about fats that are traditionally used elsewhere and people are open to cooking with new things,” he said.