HelloFresh signs deal with UK’s number one supplier of Caribbean food and drink

23 February, 22

Irie Eats, the brand new Caribbean street-food range from the leading provider of Caribbean food and drink products to the UK, has agreed a deal with global meal-kit company HelloFresh to put 30,000 of its meal kits in HelloFresh boxes that are being distributed to homes across the UK.

The Jamaican-inspired Irie Eats authentic street-food range features five different traditional Caribbean meals, from Caribbean Curry to Spicy Jerk Wrap Kits with different degrees of spiciness, as well as a side dish of Rice and Peas.

The meal kits are easy to make in under 25 minutes with authentic ingredients, such as the signature jerk seasoning sourced from trusted Jamaican growers; they simply require the addition of protein (chicken or tofu) or vegetables so are perfect for vegetarians and vegans too.

The new street-food range has been created by Grace Foods UK, the number one provider of Caribbean food and drink products to the UK. Grace’s established brands include Grace Jerk Sauces, Seasonings and snacks, Grace tropical drinks, including Tropical Rhythms, coconut water and aloe drinks, the Encona range of hot pepper and sweet chilli sauces, Dunn’s River seasonings, and sauces, and Nurishment, nutritionally enriched milk drinks.

Some 30,000 Irie Eats Meal and Wrap Kits are being included in HelloFresh boxes, giving HelloFresh consumers the opportunity to add some Caribbean flava to their mealtimes.

Giuseppe Vello, Brand Manager for Irie Eats, said: “We are over the moon to have signed a distribution deal with HelloFresh. Their network is huge and Irie Eats complements their brands as the meal kits are quick and easy to make with a meal packed full of Caribbean flava being dished up “Irie Eats style” within 25 minutes. It is also the perfect way to introduce Irie Eats to the family market. The HelloFresh boxes will also include a £1 off coupon on all meal and wrap kits that can be redeemed at Tesco stores across the country or online from Tesco.”

Irie Eats launched in Tesco stores across the nation last August and they have proved really popular with consumers. The UK has one of the world’s largest Jamaican diasporas, and recent research has found that almost half of UK consumers who are looking to try a new world food category would opt for Caribbean food*, so there is a demand for Caribbean food among UK consumers with or without Caribbean heritage.

“Jamaican culture and heritage in general is having a moment this year as it prepares to celebrate 60 years of Jamaican independence this year. Culturally, the UK is celebrating this momentous milestone for Jamaica with the new West End musical, Get Up Stand Up, celebrating Jamaican music, it’s the 60th anniversary of the first-ever James Bond movie and many scenes were filmed in Jamaica, the play Small Island is running again at the national theatre in February and an immersive art exhibition celebrating Bob Marley (One Love) is going to be shown at the Saatchi gallery this year.”

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