UK fruit and vegetable snack maker Nim's has secured a listing in Waitrose for its Nim’s Kids multi-packs, the line's first national listing.
Nearly 70% of Waitrose stores across UK will stock the brand’s apple and pineapple crisps in multi-pack format. Nim's claimed this will provide consumers with 'an important alternative to mainstream snacks' for children.
Nim’s founder Nimisha Raja initially started the business to give children healthy crisp options. She has already seen her ‘adult’ versions of the fruit and vegetable crisps stocked in over 3500 outlets including Tesco, Co-op and independent retailers.
“This is a defining moment for the company and means we have finally achieved the vision the business was initially built on,” explained Raja.
“We have been working with a lot of retailers on getting Nim’s Kids stocked in mainstream stores and we are delighted that Waitrose has given us our first listing. The 2 multi-pack variants (apple & pineapple) will be available in 239 stores, which is a major commitment by the retailer.”
She added: “This is an important educational moment for the snack sector and we have worked hard to develop new packs that are beautifully designed to engage and inform children about how we make crisps, how natural they are and about how to lead a healthy lifestyle.”
The Waitrose deal comes just a few weeks after Nim’s Fruit Crisps secured approval to supply the NHS across England.
Nimisha continued: “Making young people healthier and able to enjoy the best possible life has always been a priority. The younger generation is also a lot more savvy about what they eat and are actively seeking to include genuinely healthy products in their diets.”
Nim’s fruit and vegetable crisps are fat, gluten and dairy free, as well as being Vegan, Kosher and Halal certified.
The ten different varieties, including pineapple and kiwi, apple and beetroot and parsnip, are all manufactured at its bespoke ‘A Grade BRC-accredited’ facility in Sittingbourne where, after recent investment in new lines, it is capable of producing over 15 million packs of crisps a year.