Coori ravioli

Ambitious new free-from business Coori has launched this week with a 20-strong branded food range, recipe box service and retail website.

The Coori branded food range includes pasta, pizza bases, biscuits and breakfast pots that are being sold online alongside about 100 products from a range of branded suppliers.

Coori already plans to expand its own branded range to 38 lines in the coming weeks and is developing products including lunchbox items for children. Designed to cater for the ‘majority of major food allergies’, the line-up comprises dairy, wheat, gluten and nut-free products.

Coori is also offering a subscription service, with consumers paying £75.50 a month to receive a box containing ingredients to make up to 15 dishes. Boxes can be customised to the buyer’s allergy requirements.

Founder Julia Zardetto said the decision to launch the privately funded business, which employs 10 people, was based on 10 years’ experience in catering and wholesale that helped her identify a gap for a “complete brand focused on taste and texture”.

Coori branded products are initially being sold only from the company’s website, but Zardetto claimed initial reaction from supermarket buyers had been “outstanding”, adding the business was hoping to hit shelves by Christmas.

Buyers had been impressed with the quality and size of the portfolio, she said.

Coori has recently appointed a marketing director and plans to support the launch with “significant” PR activity.