UK brand Cornish Sea Salt has teamed up with author and cook Elly Curshen to introduce its new Super Seed Topper seasoning in Waitrose stores.
The new product blends Cornish Sea Salt’s smoked sea salt flakes with fried onion, garlic, golden linseeds, nigella and poppy seeds.
Super Seed Topper marks the first collaboration mix for the salt brand; and will join its existing core Cornish Sea Salt crystals and flakes on Waitrose shelves.
According to the brand, Cornish sea salt is rich in over 60 minerals including magnesium and calcium, and delivers naturally occurring sodium levels that are lower than table salt.
Cornish Sea Salt managing director, Philip Tanswell said: “We first launched the collaboration on our direct-to-consumer channel in February as part of an influencer marketing campaign. Within the first week we had organically reached more than two million people.
“Collaboration blends are a new venture for Cornish Sea Salt. As we take the portfolio in this direction, we hope to encourage shoppers to further use our product as a go-to for recipes and home-cooking occasions.”
Elly Curshen, known virtually as Elly Pear, is an influencer cook and recipe developer for seasonal meat-free dishes. She said: “We have created a blend of seeds, dried onion, dried garlic and smoked sea salt, something I’ve been mixing for years now I don’t have to make it from scratch. This topper recipe can be used across all sorts of dishes and is allergen-free.”
Super Seed Topper will land in stores from 5 July for an RRP of £2.99 per 155g pinch pots.
© FoodBev Media Ltd 2021
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial