Scottish company Marvellous Mustard are set to see if the streets of London really are paved with gold, having been shortlisted in the Selfridges ‘Meet The Makers’ campaign. The iconic retailer is once again on the hunt for the world’s best new food and drink products to add to their world famous Foodhall.
Having spotted the campaign on social media, founders of Marvellous Mustard, which launched in the last quarter of 2014, Belinda Roberts and Gill Eastgate decided to apply and have been shortlisted to present to Selfridges this week (20th May) in London.
Their innovative range of flavoured mustard making kits are exclusive to the UK & Europe with their only competition coming from 2 US based companies. The duo have already enjoyed considerable success after being accepted as sellers by the UK’s leading online gift website Not On The High Street less than 14 hours after submitting their application in October, and before their own website had even launched. Marvellous Mustard achieved record sales in the lead-up to Christmas, smashing their sales projections.
With their Boozy Woozy Beer kits quickly proving to be their top seller, their focus has been on developing a further range of alcohol-based kits. Feeling Frisky Whisky was launched at the end of January and they have just announced the launch of the latest addition to their range, Fine & Dandy Brandy.
Head chef and co-founder Roberts commented: “What’s appealing most to our customers with the alcohol flavoured mustards, is that they can add their favourite brand of beer, whisky and brandy. Most people have a brand they like best and feedback from our customers is that they love the fact that the mustards are so easy to make, even for non-cooks.”
Eastgate adds: “Online marketing via social media platforms has been key to our success to date and rather than have dull pictures of jars of mustard, we wanted to identify characters for each flavour along with taglines to make people smile and create strong brand association. We decided to identify funky names for each mustard hence Fine & Dandy Brandy, Boozy Woozy Beer, Feeling Frisky Whisky, Hug Me Honey, Cry Baby Onion & Gorgeous Garlic. Feedback from our customers has been fantastic, they really relate to the flavours having been brought to life.”
With the every-increasing popularity of home-cooked, healthy food and the numerous cookery programmes on our TV screens, Roberts and Eastgate are confident they’ve tapped into a market for a product which has traditionally been seen purely as an accompanying condiment for meat, BBQs and sandwiches.
“We want people to view mustard as more than just a condiment” explains Roberts. “Mustard can be used to pep up an abundance of recipes hence why we have a recipes page on our website. Many people don’t realise the health benefits of mustard which include speeding up your metabolism to help with weight loss and lowering cholesterol due to its high levels of niacin or vitamin B3.”
The company has recently won funding from Scottish Development International and are in the final stages of securing private investment to scale-up the business. They are also in discussions with Scottish food manufacturers and iconic drinks brands to tap into the ready-made mustard market, as well as creating a further 2 alcohol based flavours. It seems that the world of mustard is indeed going through a revolution.