UK startup The Savourists is aiming to take the on-the-go snack bar market “beyond sugar” with the launch of a high-protein savoury range.
Claiming a first for the category, the new brand will roll out Black Olive & Nori Seaweed and Sundried Tomato & Herb (rsp: £1.80/37g) from mid-September to independent grocers and health food stores. They are made from pumpkin seeds, chia, flax and sunflower seeds, with 100g providing around 22g of protein, 4g of sugar and 445 calories.
The Savourists’ aim was “to liberate snackers from the tyranny of sweet” according to founder Harry Turpin, a former Cawston Press sales executive.
“The sweet protein bar market is incredibly saturated, with the majority of products having similar taste profiles and misleading brand names,” he said. “When you dig deeper into the nutritional content, the majority is not healthy snacking, just an evolvement of the confectionery category.”
The Savourists wanted “to evolve the category and move it on from its traditional routes” added Turpin – who developed the bars with input from London food production consultancy Tastehead, and with “the support and guidance of the Cawston Press board of directors”.
The new snacking brand has just secured around £130,000 from angel investors via the Seed Enterprise Investment Scheme. The funds would be invested in “branding and product development, along with manufacturing scale-up” Turpin said.
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