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The Flava People has introduced a new range of air fryer products at Morrisons, aimed at tapping into the burgeoning 'fakeaway' trend in the food and beverage sector. This initiative comes as a response to the increasing popularity of air fryers, now present in 48% of households, and the growing desire for cost-effective, homemade meal alternatives to takeout.
The new lineup includes three distinct Flava It! Air Fryer products – Greek, Tikka and Jerk – designed to simplify home cooking while delivering robust flavours.
Additionally, the company has partnered with cookbook brand Pinch of Nom to release two multipack sachets: Fan-Favourite Recipe Mixes and Fakeaway Favourites. These products are positioned to meet consumer demand for healthier, flavourful meal options that are also easy to prepare.
Scott Dixon, managing director of The Flava People, said: “The partnership provides an opportunity to tap into a growing segment of consumers looking for healthier yet flavourful alternatives, whilst offering convenience and affordability from brands they trust. Our new Flava It! launches, including the Pinch of Nom collaboration, will help consumers to create healthier, easy-to-make meals at home."
He continued: “In the context of the competitive landscape that is supermarket shelves, this differentiation can lead to great success including incremental sales for the retailer, especially with Pinch of Nom supporting the launch by directing its millions of followers into stores to purchase our collaborative range.”
The Flava It! products are competitively priced at approximately £1 per sachet, making them accessible for consumers looking to enhance their home cooking without incurring high costs. Each SKU is designed to provide straightforward recipe inspiration, complete with step-by-step instructions, thereby removing the complexities often associated with meal preparation.
The partnership with Pinch of Nom is particularly noteworthy, as the brand enjoys a devoted following and is known for its emphasis on healthy cooking. Research indicates that consumers are more inclined to try new products from recognised brands, a factor that could contribute to increased sales for retailers stocking these new offerings.
As consumer trends shift towards healthier eating and cost-saving measures, The Flava People’s latest product launch represents a timely response to these dynamics within the food and beverage industry. The focus on air fryers and the fakeaway concept signals an opportunity for brands to innovate and capture market share in a competitive landscape.