Just Spices lands in Waitrose stores

Just Spices, a global expert in blending spices, is set to ‘spice up’ UK supermarkets this summer with eight of its best-selling spice blends now available to buy from Waitrose stores nationwide.

Launched in 2012 by founders and friends – Florian Falk, Ole Strohsneider and Bela Seebah – Just Spices offer over 100 delicious spice blends. Just Spices tasty varieties have only been available online in the UK… until now. After being acquired by Kraft Heinz in 2022, the brand has decided to shake up – or spice up – UK supermarkets.

With recent research finding that 60% of under 34 year olds like to experiment with new cooking trends and ingredients, Just Spices’ delicious seasonings, toppings and allrounder spices, offer tasty inspiration to the keen home cook.

The eight new SKU’s at Waitrose include:

  1. Avocado Topping (60g);
  2. Salad Topping (35g);
  3. Chicken Seasoning (79g);
  4. Vegetable Allrounder (75g);
  5. Egg Topping (55g);
  6. Salmon Seasoning (50g);
  7. Pasta Allrounder (45g);
  8. Roast Potato Seasoning (72g).

Each of the blends are made from 100% natural ingredients, are vegan friendly and also sugar free.

Speaking of the supermarket launch, Kraft Heinz new ventures head of growth platform, Maria Lorenzi said: “Innovation in the seasonings and spices category has been limited in recent years, not catering to some of the most recent cuisine and dish trends. By offering complete spice blends, inspired by real people from around the world, Just Spices takes away all the guesswork of cooking, allowing consumers to come up with new meal ideas and add flavour in no time, made from high quality natural ingredients.

“The category is ready to be disrupted, especially with some of the trendiest spice blends in the market and we can’t wait to see Just Spices on supermarket shelves, right where it belongs. Trust us when we say you won’t be hiding your spices in the cupboard anymore”.

Having already taken over the market becoming a household name in its native Germany, Just Spices has also seen success internationally in Spain, Austria and Switzerland, with the brand now setting its sights on expanding in the UK and US.

This launch is part of Kraft Heinz’s larger transformation to bring insight-driven innovation to consumers faster than ever before and grow its taste elevation platform around the world.

The New Ventures team screen different cultures and trends in search of new flavours to bring to consumers. Other recent launches from the New Ventures Division include Heinz’s first ever pasta sauce range in the UK, which recently included a collaboration to launch Heinz X Absolut Tomato Vodka Pasta Sauce. Other initiatives include a set of Korean and Japanese meal kits with ingredients under the brand SOSU, and a collection of avocado hot sauces under the brand Kumana.

The new Just Spices SKU’s are available now at Waitrose stores nationwide, with more listings to come in Sainsbury’s and on Ocado during summer 2023. RRP: £3.99 each.

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