West African-inspired brand Chika’s Snacks has secured its first mainstream retail listings.
The products, which are made with ingredients sourced from farmers in Africa and pitched as an “affordable luxury”, will roll into WH Smith nationwide in mid-July and 230 Waitrose stores in August. The line-up comprises toasted peanuts (with and without the skin), plantain crisps (salted and chilli flavours) chickpea crisps (lightly spiced and smoked chilli flavours), smoked almonds and black pepper cashew nuts (rsp: £1.39 to £1.80).
In limited distribution since last September, the snacks were the first products in a range set to include marinades and sauces, said founder Chika Russell, adding the brand had been developed to introduce UK consumers to the ingredients and recipes of Africa.
“The UK is full of exciting foods from all over Europe, Asia and the Americas, but the rich and diverse foods of Africa remain largely undiscovered,” Russell told The Grocer. She said the reception the brand had received from buyers suggested it was in an underdeveloped area of the market with significant demand.
A former City worker, the entrepreneur said she had drawn inspiration from her early childhood in Nigeria and from growing up in the “cultural melting pot” of South London. The London-based business currently employs eight people and is working with a number of distributors to increase listings.
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