The Cultured Collective, the fermented food brand that sells unpasteurised, live ferments made from natural ingredients, has launched two lines into 183 Sainsbury’s stores.
Its founder, Nicola Peters, started selling from a stall in London markets, and the brand has since grown with listings on Ocado, in Whole Foods Market, Planet Organic and independent stores across the UK.
“Fermented foods have played a big part in my own health journey, and I’m delighted that our biggest listing to-date will result in many more people incorporating fermented foods into their diet,” said Peters.
Two SKUs available in Sainsbury’s are Fennel, Apple and Dill Sauerkraut (RSP: £4.50/235g) and Original Kimchi (RSP: £4.75/250g).
The listing marks an expansion of the growing fresh ferments category and comes after the establishment of Kefir bays in retail and a growing interest in fermentation’s role in supporting gut health.
Peters believes that there is “massive potential” for further growth in the category. “People always tell us they picked us up for the health benefits but kept buying us because of the taste,” she said.
“As awareness of the importance of gut health grows and tools like Zoe’s new Processed Food Risk Scale help people assess the health risks of processed foods and UPFs, there will be many more people picking up ferments.”
