“We decided to create a range of products that let the customer take control
of the end dish. So we needed to be really different from the standard ethnic
images that you see everywhere.

In the idea of the luggage label, with its suggestion of personal journey
and excitement and the shopping list on the back, honey gave us something
that was right on brief. Not surprising, since they had helped us to write the
brief in the first place.

38% increase in seven months. We love it, retailers love it (it meets Asda’s
No Waste policy) and customers love it.”

^{Ketan Varu, Founder}

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