Meal kit brand The Flavourists announces launch

The Flavourists, a new plant-based meal kit brand backed by Samworth Brothers, is launching in the UK. 

The brand is debuting with two ranges: Sizzle Kits, which come in Creamy Makhani Style Curry and Yellow Thai Style Curry variants; and Sizzle & Stir, which includes Sticky Teriyaki and Herby Green Pesto offerings. 

Ready in under 15 minutes, each meal serves two. The Flavourists meal kits will be available through Waitrose from 6 April, Booths from 19 May and Ocado from 30 May.  

The brand’s creators are Kyrsten Halley, Mia Hartwell and Zoe Stroud, who are supported by chef Joe Lee. Samworth Brothers has provided financial backing to the meal kit venture.

“Our plan was always to create a plant-based brand, but when we started to dive into the figures and consumer conversations within this sector, it was so clear that it wasn’t just vegans asking for great-tasting plant-based dishes, it was everyone,” said Halley. 

“Consumers are looking for inspiration and experimentation. The growing need for new, aromatic flavours is what has inspired many of our dishes, specifically our Yellow Thai Curry, Makhani Curry and Herby Green Pesto. Stir-frying, crunchy textures and sun-dried ingredients are also in demand, so we’ve brought these to life in our dishes and garnishes where possible too.”