UK edible seed brand changes hands, gears up to supercharge the category

Suffolk-based Munchy Seeds was set up in 1999 by husband-and-wife team, Crispin and Lucinda Clay, who built on the concept pioneered by Lucinda’s grandmother for savoury toasted seed recipes in her native New Zealand. 

Employing a dry roasting technique – ‘for maximum flavour’ – the packs contain a mix of pumpkin, sunflower, chia, and black sesame seeds in combinations that lend taste and texture to everyday snacking and meals occasions. The superfood snacks also pack a punch in the protein and fibre department.

The range of sweet and savoury seed mixes are packed in recyclable pouches, with options that are suitable for vegans and those following gluten-free diets.

“Everyone knows that seeds are good for you – they are packed with protein, fibre, vitamins and minerals – and yet they still need inspiration as to when and how to use them,” said Lucinda Clay.

“From adding to salads, soups and savoury dishes, to blending in a smoothie, using in porridge or granola, or mixing into yogurt, we’re setting out to show the nation just how easy it is to add seeds to your daily meals.”

Passing the baton

Added Crispin Clay, “It is time for us to hand on the baton as we are keen to relocate to New Zealand where we have family and a thriving vineyard to look after. “

Somfolk is the holding company jointly owned by Des Smith and Sara Pearson, incorporated in December 2022.

Munchy Seeds will be added to its growing portfolio of company, already sporting The Hug Pet Food Company. Smith is founder of Honesty Food Group Limited, which owns the UK’s first range of microwaveable ready meals for dogs and cats. Frozen at source, the vet-approved recipes contain prime cuts of meat, organic vegetables and essential minerals and vitamins, with no offal, grains, fillers or preservatives.

“We are thrilled to be passing on the business to Des and Sara, who have a unique combination of skills to grow the business further and add some exciting and fresh ideas to the brand,” added Clay.

Seeds of growth

Market research forecast the seed market will expand at a CAGR of 6%-8% over the next five years. In a statement, Somfolk said it hopes to supercharge the snacking and toppers market, tapping into the nutritional benefits of seeds in everyday eating.

“Des and I can see great growth potential in Munchy Seeds,” said Pearson.

“The roasting, toasting and packing skills are well established and we now need to see how we can widen the appreciation of the nutritional value of incorporating seeds into your diet.”