Fermented foods brand Hurly Burly has launched a range of raw slaws in a bid to break into the “stagnant” coleslaw market.
Three flavours are available in the range: Jalapeno & Oregano, Turmeric & Cumin and Lemon & Ginger (rsp: £5.75/410g). Each slaw is fermented over two to three weeks, to create a “zingy, crunchy and bright” coleslaw.
The brand has secured listings for the range in Planet Organic, Whole Foods Market and As Nature Intended from this month.
“The coleslaw and pickles market needs a boost and I think I can offer that,” said Bertie Chamberlain, founder of Hurly Burly. “It’s been stagnating for a while and I’m hopeful of a category shake-up.”
Hurly Burly is a “healthy challenger brand to the very stagnant coleslaw market while at the same time offering eaters a positive addition to any diet involving a focus on gut health and general wellbeing,” added Chamberlain.
It follows the launch of two coleslaw products by Florette in April. The salad brand launched a Thai Sweet Chilli Slaw and a Yoghurt & Mint Slaw, both of which include a sachet of dressing (rsp: £1.19/105g).
Florette launched the slaws to engage reluctant salad consumers by creating new and exciting eating occasions, so that salad becomes part of a main dish rather than just a side.