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Home News - A food retail brand success: stewed! signs up further 151 Sainsbury's stores
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Food retail brand stewed! jumps from start-up to growth phase

A good understanding of the market, strong strategic intent and bringing in the right people ensure continued growth

NEWS Apr 2011

stewed! the growth of a food retail brandThe Olive Grows congratulates Alan Rosenthal, founder of stewed! and the team for their continued savvy and assured expansion of the stewed! range and brand.  Stewed! is barely 3 years old, but is fast becoming an instantly recognisable brand.  As well as launching the stewed! cookbook and staging sell-out cookery classes at Leith's Cookery School, Alan Rosenthal has pulled together a great team to ensure the company achieves its potential.

The Olive Grows is proud to have been a part of the journey to success and observes some of the things Alan has done well:

  • Found a food manufacturing partner who can produce the existing and planned ranges to the exacting stewed! standards, with the financial capacity to support promotional demand and new opportunities
  • Recruited a new Chairman, Richard Nieto, ex-CEO of West Cornwall Pasty Company and former MD of SSP (Selective Service Partners), brings 30 years of food industry experience to the table, with ambitious plans
  • Promotes a continuous creative process, investigating new formats and direction for the brand
  • Recruited a partner with complimantary skills and experience
  • makes investment where it counts: In-store promotions, PR collaborations with complimentary brands and a presence at selected trade shows

stewed! PRESS RELEASE 28 April 2011:

A further 151 Sainsburyʼs stores sign up for stewed! from 18th May … plus Booths stores join the happy throng

“With an intense, slow-cooked flavour, at least two of your 5-a-day and recipes like Hungarian Goulash and Moroccan Chicken, even Delia’s given them her seal of approval” Top Sante, 28.03.11

March was one helluva month for stewed! again …

Stewed! delicious stews • we joined forces with Pulp fruits and Firefly tonics to feed the one thousand, with four free guerilla lunch drops at secret, tweeted locations across London
• we unveiled the new Four or More! retail pack at IFE11, to be launched into shops in the Summer
• we chilled at the über cool London Coffee Festival, while making some exciting contacts … watch this space
• and weʼre now readying ourselves to make Olympia 2ʼs Stand 124 home from 6th – 8th May 2011 for The Allergy & Gluten Free Show (www.allergyshow.co.uk).

Itʼs been just three years since stewed! chef-founder Alan Rosenthal served up his first pot of homemade stew at a North London farmersʼ market; and in the immortal words(ish) of Fatboy Slim …”Weʼve come a long, long way together” and it really is high time to ʻpraise stew like we shouldʼ…!

That one pot has today grown into a six-strong range of international stews - loved by the press, courted by the buyers and wolfed by the nation. It has remained at the vanguard of the explosion of chilled one-pot meals onto the market; and now counts selected Sainsburyʼs, Waitrose, Budgens, and Whistlestop stores and ocado.com amongst its constantly growing list of stockists.

In just three years the brand has established itself as a shopping list mainstay for both lunch-onthe-runners and gym-bunny-ers, foodies and dieters alike; and has become synonymous with convenience, quality, healthiness, some serious flavours … and just being generally cool.

Meanwhile, the stewed! cookbook has been equally feted, with Alanʼs recipes now making regular appearances in the national press alongside the celebrity chef heavyweights; and with Sainsburyʼs now swelling the stewed! stockist list with the addition of a further 151 main stores, plus selected Booths stores jumping aboard, we truly do ʻhave to celebrate stew baby!ʼ (sorry, Norman!)

“A low-cal, high-flavour lunch that tastes just like home-made. We adore this new range of stews ..Yum!” AllAboutYou.com

“King of the stew, his one-pot wonders are portable, freezable, microwaveable and, with fewer than 330 calories each, immensely scoffable.” Channel 4.com

stewed! Potsthe stewed! family

• Hungarian goulash (£3.79 / 325g pot) – chunks of slow-cooked British beef with potatoes, sweet paprika, caraway seed, red peppers and kidney beans. (234 calories / pot) “A hint of paprika makes this truly delicious” – Health and Fitness, Oct 2010. “I love the Hungarian Goulash” – Sophie Conran, Junior
• Chickpea, sweet potato and feta (£3.79 / 325g pot) – chickpeas cooked with hearty veggies, smoked paprika and saffron, laced with melted feta cheese and sweet potatoes. Equally good cold as hot. (V) (234 calories / pot) “So good we wish weʼd come up with the recipe .. a tasty, beautifully
cooked gourmet stew” – Cook Vegetarian! Best Veggie Ready Meal: Highly Commended • Chorizo, chickpea and pork (£3.79 / 325g pot) – slow-cooked chunks of tender British pork, lovingly combined with smoky, preservative free Spanish chorizo, chickpeas, some fresh, hearty
veggies and smoked paprika. (328 calories / pot) • Thai Green chicken (£3.79 / 325g pot) – chicken cooked in coconut milk with aromatic spices,
shitake mushrooms, baby corn and sweet potato. (328 calories / pot)
• Moroccan chicken (£3.79 / 325g pot) – tasty British chicken cooked with potatoes, zingy preserved lemons, green olives and exotic spices (322 calories / pot) “We thought the Moroccan chicken was just yum.” – Fabric
• Bobʼs British Beef in Ale (£3.79 / 325g pot) - British Beef slow-cooked to perfection in a rich gravy of Dorset ale, and packed with hearty helpings of carrots, swede, parsnip and tomato. (231 calories /pot)

“Enjoy meltingly tender meat in minutes as the hard work has already been done for you. Great for a warming lunch or a simple supper, this is filling and delicious.” BBC Easy Cook – February 2011


… all lines are also available in 1.3kg catering and soon, the Four or More! retail packs.

press enquiries and images:
Lisa Jones, dandelion PR:
t: 07968 963456
e: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
web links:
Alanʼs blog: http://alanrosenthal.wordpress.com/
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