Fast-growing frozen superfood snack start-up gets boost with new listing

By Gill Hyslop

- Last updated on GMT

PACK'D is a convenient way to add fruit and veg to a Superfood Bowl, without any of the waste. Pic: PACK'D
PACK'D is a convenient way to add fruit and veg to a Superfood Bowl, without any of the waste. Pic: PACK'D

Related tags PACK'D superfood frozen Organic Fruit Vegetables Food waste Morrisons Ocado

PACK'D has announced it is on track to tip over £3.8m in turnover by the end of 2021, following a win with UK retail giant Morrisons to stock its range of Superfood Smoothie Kits and organic Frozen Fruit.

The London-based start-up has experienced a 50% growth year-on-year for the past three years, reaffirming its position as an emerging player in the frozen category.

It has been the fastest-growing frozen brand on Ocado in the past 12 months, out-performing popular brands like Chicago Town and Strong Roots. In the past 12 weeks, 25% of Ocado’s entire frozen fruit sales have come from PACK’D.

The brand is listed in Whole Foods, Sainsbury’s, Costco and Amazon Fresh, and is now rolling out its Energy, Power and Vitality Smoothies, as well as its frozen Organic Blueberries and Avocado, in over 400 Morrisons stores around the UK.

PACK’D’s Smoothie Kits offer a super convenient way to get a superfood boost any time of the day. Designed by nutritionists to provide energy, vitality and nourishment, the kits comprise a portioned mix of prepared fruit and veg, along with its own superfood sachet. Its ‘Grade A’ Organic Frozen Fruit range provides the same nutrition as fresh fruit, without any of the waste. According to PACK’D, a staggering 50% of fresh fruit and veg ends up in the bin today, which is why it believes going the concept ‘from farm to freezer’ is the future.

“Securing a listing with Morrisons and having freezer space in over 400 of their stores is just a fantastic milestone for us,”​ said founder Alex Stewart.

“We have seen unprecedented growth in the last 12 months, with 50% growth year on year, so this added store presence will almost certainly have a huge impact on the business.

At a time when good news is thin on the ground, not least for SME’s, we are very excited to celebrate this next step for PACK'D , and look forward to a very busy 2022.”

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