The Groovy Food Company has launched an organic coconut sugar to meet accelerated consumer demand for natural alternatives to refined sugar.
The product complements the company’s recently launched organic coconut flour and will be supported by a “robust” PR campaign, which will include social media. It will be available across the UK through supermarket Tesco, packaged in 500g pouches with a recommended retail price of £3.99.
It is gluten-free and vegan, as well as free from artificial colours and flavours.
Rosie Hayward, founder of The Groovy Food Company, said: “Within the UK, more and more people are seeking out natural sugar alternatives and the launch of the organic coconut sugar SKU taps into this burgeoning demand.
“Organic coconut sugar is highly versatile as it can be used as a direct swap to refined sugar in recipes and hot drinks. It is also a popular choice as it is contains insulin, which can slow glucose absorption to lower the GI index, unlike traditional bleached and refined sugars.”
The new offering of natural sugar alternatives is “integral to The Groovy Food Company’s growth strategy”, it said.
The unrefined coconut sugar is sourced from certified organic plantations in Southeast Asia and is derived sustainably from coconut palm trees using the cut flower bud of the coconut blossom. Packaged in a convenient and re-sealable pouch, the product is easy to store and incorporate into daily life, adding a buttery richness in bakery items and a natural sweetness to breakfast cereals and porridge.
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