Startup Red Loon has debuted with a seasoning blend it has claimed is the “perfect alternative” to table salt.
The brand has launched with a duo of products, Redloon Seasoning and Spicirub, which it claimed would “give traditional salt and rubs a run for their money”.
The former contains a blend of salt, paprika, cumin, coriander, cayenne pepper, black pepper, green cardamom, cassia, fennel, rapeseed oil and clove, and is billed as “an amazingly versatile and bold seasoning that can be sprinkled on a wide range of dishes from meat and fish to rice, soups and even pizza, to deliver a punchy (but not overly hot) spicy kick”.
The latter, meanwhile, was ”an explosive concoction of tasty and aromatic spices that combine to create the perfect marinade for meat, fish, seafood and vegetables”.
The brand is the brainchild of Birmingham-based entrepreneur Raspal Kaur. “In Punjabi Loon means salt, but these products are so much more than that as they can magically enhance the flavour of any dish”.
“Every time I taste Red Loon it takes me back to when I was a child and reminds me of growing up with my mum toasting spices in readiness for our next culinary delight.”
For every pack sold, 1p will be donated to mental health charity Mind, which was part of Red Loon’s aim “to establish it as a brand with a clear purpose”.
The duo have rolled out in 100g recyclable carton packs (rsp: £2.49-£2.99).
Red Loon isn’t the only brand trying to steal traditional table salt’s thunder. Last year saw Premier Foods claim a category first with the launch of a duo of salt sprays designed to help shoppers cut down on their intake.