Food Marketing & Technology - India July 2019 | Page 22

Ingredient
But more than that, Elise and Karl
wanted to work with ingredient
providers with a similar philosophy to
theirs. We were delighted when they
contacted Lycored because we knew
we could give them peace of mind in
terms of our commitment to healthy
eating and sustainability, as well as
our traceable sources, which are based
on our backward integrated approach.
Using ingredients from our natural
taste ingredient portfolio, we helped
them create a product that really
stands out. Wonderchup has more
pronounced herb and spice notes than
most ketchups and our tomato-based
taste products help it pack an umami
punch without any added salt, sugar
or MSG.
Wonderchup launched in January
2018. It is currently supplied both
online and direct in retail stores, cafes,
gastro-pubs in parts of the south of
Wonderchup launched
online on Amazon this
summer and has attracted
fans in Australia, the U.S.,
Peru and Japan
England with discussions ongoing
about expanding into the north.
Elise and Karl are also looking to
foodservice channels and institutions
such as schools, hospitals and, sports
venues (where they hope to offer
healthier ketchup for hot dogs, burgers
and chips). Wonderchup launched
online on Amazon this summer and
has attracted fans in Australia, the U.S.,
Peru and Japan. It has also attracted
high-profile consumer-facing media
coverage, with the UK’s Daily Mail
awarding it four points out of five.
Ultimately,
Elise
hopes
that
Wonderchup will win a place in
mainstream supermarkets, and not just
in the free-from aisle. Lycored is proud
to have been part of their journey, and
I believe the Wonderchup story will
not only inspire other start-ups but
also demonstrate to the bigger players
that there’s huge demand for healthier
products.