Balance August 2018 - 35

THE RIGHT
INGREDIENTS
Four Londonbased start-ups
nailing health
& sustainability
Above: White
Rabbit Pizza
Company Below:
Soft Serve Society

CHAM

L ARGE PORT ION

According to
Graze CEO Anthony
Fletcher, the healthy
snacking market
will be worth £1.8
billion across the
next decade

A start up itself, YF was cofounded last year by the Theadora
Alexander, alumni of another
London success story, Propercorn. She
recognised many smaller brands were
held up on their journey through a lack of
shared knowledge, and standarised approaches.
"We think it's too hard to be a start-up in the
food & drink world. Through the process of
building the YF community, we've seen how
much opportunity there is among the brands
we're working with. Communities and shared
solutions like ours are the long overdue turning
point to level the playing field. Suddenly, small
doesn't mean powerless."
It's an approach that appeals to retailers
too, with buyers from Sainsbury's playing an
active role in recent events, providing access
to key gatekeepers in a way that would have
been almost impossible only a few years ago.
Indeed, Sainsbury's now have a 'Future Brands'
team dedicated to shaking up the status quo.
Fittingly, YF are based at perhaps the most
ambitious food project in London: New Covent
Garden's The Food Exchange.

FOOD FOR THOUGHT
Once a bustling night time economy, supplying
an estimated 40% of all fresh produce eaten
out of homes, now it's part of the complete
redevelopment of the site to coincide with
the Northern Line extension, developing the
building to provide a home for F&B brands.
A mixture of office and retail space, perhaps

most impressively an entire floor
is dedicated to the Mission Kitchen
co-working space, providing facilities for
production and R&D - a vital ingredient to the
start-up ecosystem.
Time will tell if The Food Exchange is
successful in making Nine Elms become for
food what 'Silicon Roundabout' is to tech, but
the fact projects of this scale are happening is
proof of the level of the changes underway.
It's not all plain sailing though. Over half of
food businesses fail within three years, and
one main problem area is access to financial
backing. However, food offers the kind of
tangibility for investors that many other areas
can't match, and as more start-ups turn the
tables on the big boys, the money should follow.
That's a view shared by Young Foodies.
"Not only is there more opportunity in the
UK as competition heats up, but international
grocery markets are looking to us as a source of
innovation. We're confident we'll see more and
more success in challenger brands, and we're
expecting more mergers and acquisitions of
challenger brands by medium-sized, blue-chip
competitors looking for a slice of the action."
The sheer number of developments and
successes based in the London area makes this
feel like a very special time indeed. Watch out
world - London's young foodies are coming. B

August 2018 BA LA N CE

Their attempt to create
a jam without masses of
sugar is so successful, this
chia seed spread can't
actually be called 'jam'.
eatcham.com

DASH WATER
Zero calorie sparkling water
infused using 'wonky' fruit
and veg. You can now find
Dash at Wholefoods and
Planet Organic.
dash-water.com

SPARE FRUIT
Spare Fruit work with a
host of farmers, taking
surplus stock and turning
it into Great Taste Award
winning fruit crisps.
sparefruit.com

ADONIS FOODS
A vegan-friendly range of
snacks low in carbs, sugar,
dairy, soy and gluten. That
leaves just enough room
for a great taste, too.
Adonis-foods.com



Table of Contents for the Digital Edition of Balance August 2018

Balance August 2018 - 1
Balance August 2018 - 2
Balance August 2018 - 3
Balance August 2018 - 4
Balance August 2018 - 5
Balance August 2018 - 6
Balance August 2018 - 7
Balance August 2018 - 8
Balance August 2018 - 9
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Balance August 2018 - 11
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