The Chia Co has hit the mainstream, with its chia-based range to be listed across the Tesco estate.
The Australian supplier is rolling two of its existing Chia Pods - a ready-to-eat porridge-style blend of chia seeds and coconut milk - into Tesco from 19 June. The Pods will also trial in four London John Lewis stores from this week, with a view to a wider roll-out.
Tesco will also be stocking The Chia Co’s original chia seed ‘Shots’ sachets in 700 stores from the end of this month, with around 350 stores also taking the 150g chia seed packs.
Four new Chia Pod flavours - strawberry, lemon & date, dark cacao, and coffee bean - have also been introduced to the existing line-up from this month.
And a new Chia Pods Oats sub-brand has been developed, featuring four dairy-free, porridge-style, ready-to-eat pots, alongside dry Oats + Chia sachets that must be mixed with hot water (rsp: £4.99/5-pack or £1.10/single sachet).
The NPD is completed by four ready-to-eat bircher muesli pots - containing apple juice, almond milk and grains - in apple & acai, pistachio & cranberry, orange and Brazil nut flavours (rsp: £3.49/220g).
Products currently ship from Australia but The Chia Co is looking to manufacture in the UK.
Products using the ‘superfood’ seeds were better understood in Australia than in the UK, said a spokesman, but were gaining acceptance after selling well in independents, health food stores and organic retailers.