The Flava People has teamed up with online cooking outfit Mob to launch a quartet of seasoning packs, exclusive to Aldi.
Inspired by Mob’s most popular online recipes, they are: Creamy Halloumi Curry, Honey & Chorizo Chilli, Pulled Chicken Tacos, and Triple Chilli Pasta (35g).
The sachets, which are the result of 12 months’ development, will roll into 1,000 Aldi stores on 25 January.
Exact shelf prices were not provided but would be “less than £1”, according to The Flava People.
This is the first launch in a three-year partnership between The Flava People and Mob, which aims to “help shoppers create flavour-packed, affordable dinners quickly and without fuss”.
To promote the partnership, Mob has created recipe banks for each of the products.
They will be backed by a social media push by Mob across Instagram and TikTok, and via bespoke newsletters, featuring the recipes, to its email subscribers.
Shoppers can also scan a QR code on packs and branded displays in stores to access the content.
“We have an incredibly engaged community at Mob who watch our content and use our recipes on a daily basis… but working with The Flava People team, we realised there was a gap for a tangible product in-store which would bring our recipes to life,” said Mob founder Ben Lebus.
The Flava People MD Scott Dixon added: “We know from our own research and insight that in-store recipe ideas and dinner inspiration ranks amongst the top three reasons for shoppers (even during the current economic crisis) to buy and yet, as retail brands, we’re poor at offering this.”
“This is where recipe masters like Mob can truly stand apart, drawing inspiration from interesting, versatile flavours from around the world people actually want to try.”
No comments yet