UK start-up Wonderchup is targeting children and families with its clean label, healthy alternative to classic tomato ketchup. "We've had a lot of interest from people with health problems” co-founder Elise Daly explained.
Wonderchup launched its tomato ketchup in January 2018 after a successful stand at a local Christmas fair saw co-founders Elise and Karl Daly sell 70 bottles in two hours.
The clean label product contains 65% tomatoes - compared to Helm's 23% - alongside ingredients such as peppers, apple cider vinegar, fennel and rosemary, and added vitamins B6, B9, B12, D3 and E.
Notably, the ketchup contains no added sugar, sweetener or fructose, nor salt. "No other ketchup does this," insisted Elise Daly.
According to Daly, the start-up spent a long time looking for the right suppliers. Selecting a manufacturer was also a well-thought-out decision. "As a small, anonymous company the trickiest thing to settle on is the bottom line and quality, which go hand in hand”, she explained. "We work in conjunction with The Condiment Company, to share their buying power in order to source the most affordable and delicious organic tomatoes and peppers and our other ingredients.”
With obesity and diabetes on the rise, Wonderchup is targeting families, and children in particular, as a healthy alternative to classic ketchup, While Daly lists its main competitors as Heinz, Stokes, Sir Kensington's and Dr Will's, "we're going for every ketchup eater really," she explained. "We've had a lot of interest from people with health problems, not just people who want to be healthy and avoid sugar for lifestyle and wellness, but people that really need to avoid it and just can't find the products that do it".
In the absence of added sugar and salt, Wonderchup has imparted umami and kokumi flavour profiles into its ketchup. Regarded as the fifth and sixth taste candidates respectively, after salt, sweet, sour and bitter, umami and kokumi are present in lycopene. "Umami and kokumi in food give people that extra depth and flavour that they might have had from sugar and salt, so it is deliberately there as a healthy alternative to [those ingredients]", explained Daly.
The start-up is looking to expand its range over the next 18 months, with two chutneys expected to launch before the end of 2019.
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