Available Now! New fermented crunchy veg packs from Mrs Elswood

Modernise your pickle range this summer with our new duo of colourful fermented crunchy vegetables from the nation’s #1 gherkin brand - Mrs Elswood.

The fermented crunchy vegetables are available now!

Our new Pink Crunchy Vegetables and Crunchy Vegetables products combine a classically tangy/sweet flavour profile with mustard seeds and a colourful selection of vegetables chosen for their crunch. Pop open a jar to reveal mini gherkins (aka cornichons), red pepper, carrot slices, cauliflower florets and baby silverskin onions.

Both Mrs Elswood Crunchy vegetable products are fermented to build a wonderfully rounded flavour. The vegetables are harvested in season and are naturally fermented for a minimum of four-weeks to develop the flavour before they are introduced to the final Mrs Elswood signature brine.

The Purple Carrot variant combines the same crunchy vegetable selection with an eye catching, natural, purple carrot juice.  Inspired by the pink-hued brines of the Middle East where purple carrot juice is more readily available, this vividly coloured mix brings life to the pickle’s aisle – and is similarly versatile.

With its five-vegetable variety, the range aims to appeal to younger consumers interested in the health benefits renowned in fermented and preserved vegetable condiments.

Jonathan Hehir, Senior New Product Development Manager at Empire Bespoke Foods says “Our latest launch into crunchy vegetables is just the beginning of a pipeline of pickle innovation aimed at embracing cuisine and health trends making our brand relevant to a new generation of pickle and ferment consumers.  We are excited to be launching these versatile, fermented vegetables to market at a time when pickling and fermenting is appearing more on menus.   We particularly like the eye-catching, pink-hued edition which takes its colour from natural purple carrots.  We designed the Mrs Elswood Crunchy Vegetables range to liven up a number of meals such as wraps, salads, and sandwiches.  They are also a wonderful accompaniment to cold meats, with tapas, and alfresco dining.”

Matthew Moyes, Marketing Controller at Empire Bespoke Foods says “As leaders in the gherkin segment, which is the largest and fastest growing segment of all pickles – we have a pipeline of exciting new products that not only bring news to the category, but also modernise it.  From Toluna studies, we know our Crunchy Vegetables appeal to a younger, food engaged consumer – who is looking for something that can accompany multiple dishes.”

“Mrs Elswood is the leading brand with a 23% value share of the gherkin category.  As market leaders our ambition is to grow the pickled category. With our new Crunchy Vegetables we are looking to bring life, colour and modernity to the pickle’s aisle. Consumers are not only looking for new flavour profiles, but new and improved options for old favourites.”

The concept for the new products was tested in Toluna and scoring in the upper quartile of norms with a high purchase intent among UK supermarket shoppers.  Shoppers reported that they could see the versatility, the colour and life the product bought to the category.

Click here to order now!

Posted by: Edward R

Category: Product