Leading food innovation company, The Flava People, has unveiled an exciting new lineup in Morrisons, including three Flava It! Air Fryer products—Greek, Tikka, and Jerk—and two Pinch of Nom x Flava It! multipack sachets: Fan-Favourite Recipe Mixes and Fakeaway Favourites. 

Tying into Flava It’s core values of making home cooking simple, enjoyable and full of flavour, as well as tapping into current cooking trends – 48% of households own an air fryer and 53% want to save money on takeaways by recreating their own at home – the range of three Flava It! air fryer products lean into the fakeaway trend and are perfect for consumers looking to elevate their cooking while embracing convenience, affordability, and great taste.

In a co-branded partnership with Pinch of Nom, the popular slimming-friendly cookbook brand, two multipack sachets – Fan-Favourites (which incorporates 4 seasoning sachets inspired by Pinch of Nom’s fan’s all-time favourite dishes that can conveniently be made in one-pan) and Fakeaway Favourites (incorporating 4 seasoning sachets based on Pinch of Nom’s most popular scratch cook takeaway reactions from their Air Fryer book) has also launched into Morrisons. 

Commenting on the launch, Scott Dixon, managing director of The Flava People said:  “The partnership provides an opportunity to tap into a growing segment of consumers looking for healthier yet flavourful alternatives, whilst offering convenience and affordability from brands they trust.  Our new Flava It! launches, including the Pinch of Nom collaboration, will help consumers to create healthier, easy-to-make meals at home. 

“Pinch of Nom is a cult brand with a huge advocate following. In the context of the competitive landscape that is supermarket shelves, having a loyalist fan-base can lead to great success including incremental sales for the retailer, especially with Pinch of Nom supporting the launch by directing its millions of followers into stores to purchase our collaborative range.”

Each SKU provides affordable, easy to prepare recipe inspiration with step by step instructions, removing the complexity from cooking, enabling consumers to create delicious, nutritious meals without stress or advanced cooking skills.  The products are competitively priced on average at £1 per sachet. 

• Flava It! Air Fryer products – Flava It! Greek, Tikka and Jerk (RRP £1.00, 1 x 35g sachet)

• Pinch of Nom x Flava It! multipack sachets – Fan-Favourite Recipe Mixes and Fakeaway Favourites (£3 RRP, 4 x 35g sachets).