A range of products made with unusual flavours and no nasties is being introduced to bring some premium indulgent quirkiness to the mainstream market.
The first launch under the Heaven's Kitchen brand is Momentinis - a range of luxury soft biscuit bites available in green tea & cranberry; hibiscus & blueberry; and lavender & Belgian chocolate flavours.
Targeted at the posh end of the market, a 150g box will come with a price tag of between £2.49 to £2.99.
Further flavours will be added to the Momentinis sub-brand this summer, while savoury bite-sized products made with interesting ingredients will be added at the start of next year. A range of chilled desserts will follow later.
"We wanted to push the boundaries by bringing some bizarre and quirky products to the mainstream market. This is something big companies are often afraid of doing," said Paul Hargreaves, founder of Heaven's Kitchen. "We want to be at the cutting edge of upmarket products, hence the use of flavours such as lavender and green tea."
Made with natural ingredients, all the products under the Heaven's Kitchen umbrella will be positioned at the premium end of the market, but with good-for-you credentials.
They will be rolled out to the independent trade in the next couple of weeks and Hargreaves said the target was to get listings with Waitrose, Sainsbury's and Booths by the end of the year.
Turnover in the first year would be about £400,000, he predicted, adding that 10% would be ploughed back into marketing the brand. Activity would include advertising in the trade press.
Wholesaler and distributor of speciality food Cotswold Fayre, which Hargreaves set up five years ago, will act as a wholesaler for Heaven's Kitchen.