In the last year alone, British consumers spent £8.9m on quinoa, a 13.2% growth year on year, and sales show no signs of slowing down. Quinoa has been a hit with the health-conscious for several years, but its introduction into traditionally British dishes such as soups, stews and even porridge is contributing to consistent rises in sales.
Although the majority of quinoa originates and is grown in South America – The British Quinoa Company, based on a farm in North Shropshire is primed to facilitate this growth in demand.
One brand taking advantage of this growth in demand and UK availability is Crosse & Blackwell. The company has a long-standing history of collaborating with local producers as all of the key ingredients used in its brand of soups are British sourced.
British provenance is now high on the consumer agenda. Recent research has shown that 65% of UK consumers would rather buy British if given the choice and a further 77% think it’s important for companies to support UK suppliers.
Whilst researching producers for its new variants – which includes Chicken & Multigrain, Broad Bean, Gammon & Parsley and Green Vegetable & Kale – Crosse & Blackwell identified The British Quinoa Company as the perfect partner for its new Carrot and Quinoa soup.
Dean Towey, Marketing Director for Crosse & Blackwell said: “The increasing popularity of grains has led to the development of our Carrot and Quinoa soup, which is a unique offering to the ambient soup market.
“The inclusion of more diverse produce such as quinoa as ingredients in our products is a new development for Crosse & Blackwell – one we hope our customers will respond well to.
“We’re excited to see what UK consumers think of this new innovation, with a view to further developing this offering and our relationship with The British Quinoa Company.”
Director and Owner of The British Quinoa Company, Stephen Jones comments: “We’re delighted to be working with Crosse & Blackwell and pleased to see such a recognised brand support British quinoa. Hopefully other companies will take note and we’ll start to see more brands collaborating with UK suppliers to offer consumers great tasting, locally sourced, quality products.”
Crosse & Blackwell provides a varied offering of canned soups across all major retailers and all of the brand’s soups contain key ingredients that are British sourced. A selection of the brand new variants Carrot & Quinoa, Chicken & Multigrain, Broad Bean, Gammon & Parsley and Green Vegetable & Kale are available in ASDA and Morrisons.