FROM PAGE TO PLATE – HERE’S HOW WE’RE BRINGING THE UK’S BEST SELLING COOKBOOK TO LIFE, IN THE RETAIL LANDSCAPE
We recognised the synergy between our brand Flava It! and Pinch of Nom – supplying consumers with affordable, accessible and delicious meal solutions that saves time and faff.
Pinch of Nom is focussed on providing healthier meals at home, that incorporates slimming-focused recipes whilst also being packed full of flavour, in equal doses. Our Flava It! x Pinch of Nom sachets set out to achieve just that, with an initial range of 8 seasoning mixes that are based off Pinch of Nom’s most popular recipes:
- Creamy Garlic Chicken
- Campfire Stew
- Mediterranean-style Traybake
- Chip Shop Curry Sauce
- Cajun-Style Dirty Rice
- Crispy Southern Chicken
- Kebab & Burger
- Salt & Pepper
First promoting on Amazon with a brand-new multipack formats, our Flava It! x Pinch of Nom range sold out within 24-hours leading to Pinch of Nom’s community going wild within their Facebook Group of 975,000 members. In just a few months after starting our collaboration, we were ecstatic to celebrate securing an outside of range review listing with Tesco in October 2024, and following a listing with Morrisons in March 2025.
As well as recreating their most popular recipes, the sachets will also hold additional inspiration with a QR code linking to more exciting recipes for each, alongside encouragement for their active community to make and share their own creations.
BRINGING THE COLLABORATION TO LIFE
The partnership has been continually promoted in collaboration with Pinch of Nom’s 3 million+ social media followers, and through email marketing to ensure Pinch of Nom’s audience is constantly kept up to date on the delicious, healthy recipes that can be made using the sachets. A key part of this partnership is the engagement of the PON community of fans, ensuring that credible feedback and insights are used in ongoing product development.
As part of Flava It!’s ‘Give-a-Shop’ campaign, The Flava People also pledged to donating 3p per sachet sold directly to Community Grocery with the ambition of raising up to £30,000 annually, funding the construction of 1 new Community Grocery store per year.
SPOTTING THE OPPORTUNITY
Our Product & Brand Director, Michelle has been an avid Pinch of Nom fan since their first book was published. Having held senior positions in food across big retailers and manufacturers including Tesco, Co-Op, Greencore and Iceland she has an eye for what will work and sell well in retail. Having witnessed the power of the brand Michelle first reached out to Pinch of Nom 5 years ago with the aim to convince them to work with her to launch a ready to eat and ready to heat convenience range. Pinch of Nom politely declined her invitation, as it conflicted with the brand’s aspiration to teach their community to cook healthier meals, not just buy them. Joining The Flava People just over a year ago and working with her team on Flava It’s brand-led collaboration with Mob, the ball dropped on this being the perfect time to align on a healthier cooking proposition with Pinch of Nom. Contact was re-ignited and just one week later we had our first initial in-person chat with Pinch of Nom’s partnership broker, Point 1888 in November 2023.
Michelle Rowley, Brand & Product Director comments: “The collaboration between Flava It! and Pinch of Nom will create revolutionary recipes for everyone to enjoy. Known as masters in creating delicious slimming-friendly recipes, Pinch of Nom’s entrance into the retail space is bound to shake their millions of dedicated followers, through game-changing dinners. From tapping into the power of their community so far, we’ve been blown away by their level of consumer engagement, which we expect to help pave the way for the brand’s product expansion after our initial product launch.”
Brand Manager at The Flava People, Hannah Wheater adds: “Pinch of Nom is a brand that has built up a tribe-like community like no other. Don’t get me wrong – having tens of millions of combined social media followers, email subscribers, and annual web visits is nothing to be scoffed at. However, it’s not uncommon for brands of this capacity to plateau as they resource everything into chasing the next shiny thing, instead of investing in what got them to where they are today. Their community. Every aspect of Pinch of Nom steers to further engaging the millions of people in their tribe, that really care about the brand and what it stands for. If you’ve not heard of the Pinch of Nom before, or you’re not convinced, I’d challenge anyone to post in their Facebook group that has gained 995k members organically, and watch the results.
Senior Product Developer, Fay Ahmadzadeh at The Flava People adds: “We know shoppers are constantly looking for recipes which are accessible, affordable, and balanced to easily make at home. There is often the misconception that healthy recipes lack exciting flavours. Together we wanted to create a range of products to allow Pinch of Nom’s followers and shoppers to take back ownership of dinnertime creativity. The result is an extremely collaborative process and true partnership of two flavour masters to create exciting, healthier recipes.”
