A calorie counting sweet company has brought out new flavours of its chocolate-covered veg-based biscuits and launched in Asda supermarkets.
Family-owned Luke Evans Bakery, which is based in Derbyshire, has added a vegan option and a white chocolate and beetroot flavours to its Rootles range of biscuits.
It is also being stocked in almost 100 Asda stores across the country as part of the supermarket's new Nurture incubator programme.
The snacks brand, baked with 35 per cent root veg, was launched last year with two flavours – dark chocolate and milk chocolate – to satisfy demand for indulgent, guilt-free treats.
It is believed to be the only veg-based sweet snack bar on the market, and each pack contains three crunchy biscuits covered in chocolate.
Brand developer Helen Yates, who co-runs the Riddings-based bakery with her husband David, said: "We have developed the vegan option to satisfy the growing demand for dairy-free sweet products and this now replaces our original dark chocolate Rootles.
“The white chocolate and beetroot Rootles is a completely new concept, combining an appealing taste and look. We feel sure it will go down well with our growing band of customers.
"We're excited to have launched Rootles into Asda – it's our first major supermarket listing and represents a significant step forward for the brand."
Ms Yates has received funded support from Mission Ventures and the Good Food Fund, and said the brand has won plaudits in the trade press with British Baker magazine selecting Rootles as one of its top picks of 2021.
It has been chosen by Asda as one of 15 emerging brands to join its Nurture programme – giving the products a platform in stores across the UK and online at Asda.com.
As part of the initiative, the brands will receive support and mentorship from Asda's experts to understand how to work with a large retailer.
Emma Swan, buying manager for emerging suppliers at Asda, said: "We're always pleased to support smaller suppliers and get innovative products into the hands of our customers.
“In Rootles we found something that we had never seen before and are excited to offer them a space on our shelves as part of the Nurture programme."
East Midlands stores stocking the Rootles brand include Derby, West Bridgford, New Ollerton, and Chesterfield.
