Soul Fruit lands its first supermarket listing in Waitrose

Soul Fruit has secured its first bricks-and-mortar grocery listing, taking two of its freeze-dried fruit crisp lines into 260 Waitrose stores through the retailer's BrandsNew programme. Crunchy Freeze-Dried Mango Crisps (RRP £3.25/40g) and Dragon Fruit Crisps (RRP £3.25/50g) are now on shelf nationwide.

Until now Soul Fruit sold only single-serve packs, stocked on Ocado, Holland & Barrett's site, Selfridges, Harrods and food-to-go operators. The larger sharing bags were built specifically for the Waitrose launch, a bid to move freeze-dried fruit out of the lunchbox and into sharing, desk-snacking and evening occasions where it competes more directly with conventional crisps.

The product itself is single-ingredient: 100% whole fruit sourced from Vietnam, high in fibre, with no added sugar, concentrates, preservatives or flavourings. Co-founder Daniel Twiss said the aim was a genuine crisp-like crunch rather than the foamy, powdery texture of much freeze-dried fruit.

Soul Fruit was founded in 2021 by husband-and-wife team Natalie Wood and Daniel Twiss after a spell living in Asia.