Protein snacking challenger The Curators is now stocked in more than 10,000 UK distribution points, amid growing demand for high-protein snacks.
It comes after the brand won Asda’s Merchant’s Den programme in May, securing a six-figure activation package to support the nationwide rollout of its Protein Chips.
As part of the prize package, the brand secured an Asda listing for its Protein Chips, rolling out sharing bags of Tangy Cheese and Classic BBQ into 289 stores in June.
The listing was backed by a 12-week campaign featuring branded shippers, security gate covers, 30 sampling days, front-of-store activations and a digital takeover of Asda.com.
The campaign marked the brand’s “biggest and most visible” retail activation since its launch eight years ago, it said.
The Curators has also enjoyed a strong start to the year, with value sales soaring 53% year on year in the first six months of 2026, it said, citing North Star by Circana data [52 w/e 8 August 2026].
Growth was supported by the brand’s first Waitrose listing in March, which saw its Protein Chips in Tangy Cheese and Sweet Chilli roll out across 126 stores.
The brand also attributed the sales surge to growing demand for high-protein snacks and consumers trading up from traditional crisps to higher-value alternatives.
Much of its growth also came from recruiting new customers into the category, particularly younger females, it added.
New leadership appointments
To prepare for its next stage of growth, the brand has bolstered its management team with two newly created senior leadership roles.
Wayne Henry joins as commercial director, while Rachael Claridge takes up the position of head of operations.
Henry most recently served as European commercial director at performance nutrition company Science in Sport Group and has also held senior commercial roles at Oatly and Popchips.
Claridge joins from high-protein dessert challenger Mighty Slice, where she was also head of operations. Her background includes sales roles at Gü Desserts and a retail strategy consultancy.
Meanwhile, Edward Hauck, co-founder of The Curators, has stepped back from the day-to-day running of the business to spend more time with his family and pursue a new opportunity in the food industry. Fellow co-founder Max Rees has assumed the role of CEO.
“This was very much a planned transition for us,” Hauck told The Grocer. “I will remain a co-owner and proud ambassador of The Curators and will continue to champion Max in the team from the wings. I am incredibly proud of the new leadership team and the momentum the brand has right now.”
Rees added: “This is an incredibly exciting moment for The Curators. Stronger grocery momentum, retailer backing and shopper visibility show the scale of the opportunity in front of us.
“The Asda activation was a statement of intent. It showed what can happen when a retailer backs an emerging category properly. Wayne and Rachael bring the experience and leadership to turn that momentum into sustained growth.”
The Curators portfolio spans British Biltong, Pork Puffs and Protein Chips, as well as popped cheese brand Cheesies, which it acquired in 2023.
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