Skinny Food Co

Skinny Food Co is a British food and beverage brand owned by 'Not Guilty Food Co', based in Nottingham, England.[2] It was founded on February 1, 2018, by Wayne Starkie and James Whiting. As of 2022, the company reported annual revenue of over £19m.

Skinny Food Co
TypePrivate Limited
IndustryFood processing
Founded2018 (2018)
Founders
  • Wayne Starkie
  • James Whiting
HeadquartersNottingham, England
ProductsDiet foods
Revenue
  • Increase £19,164,529 (2022)
  • £17,237,655 (2021)
[1]
Websitetheskinnyfoodco.com

History

Not Guilty Food Co was established in 2018 by Wayne Starkie and James Whiting with a focus on creating healthier alternative versions to popular high in saturated fat, salt and sugar (HFSS) junk foods. The company was initially launched with a range of sugar-free zero-calorie syrups and condiments that are water-based and artificially sweetened.

The company sells products directly to consumers through their website, but has also expanded to a range of UK supermarkets, including Spar in 2019,[3] Morrisons in 2020,[4] Lidl in 2021,[5] Asda in 2022[6] and Tesco in 2023. Skinny Food Co products are also available in health food stores such as Holland & Barrett and discount shops such as B&M and TK Maxx.[7]

In 2021, founder Jame Whiting was named in the Forbes 30 under 30 in the retail and e-commerce category.[8]

In 2022 the company was listed eighteenth on The Sunday Times 100 list of fastest growing companies in the UK.[9]

The Skinny Food Co brand has also undertaken sponsorship deals with professional sports clubs in the Midlands and North of England, including football clubs Huddersfield Town AFC,[10] Birmingham City FC, Hull City AFC[11] and Nottingham Forest FC.[12]

Products

The company's products initially focussed on sauces and syrups, however they are now reported to manufacture over 200 lines,[13] mostly low-sugar and low-calorie foods, including:

Criticisms and controversies

The brand has had four rulings upheld against them with the Advertising Standards Authority. These focused on a range of advertising claims, including a blanket use of “zero calorie” terminology in ranges with a low calorific content,[14] misleading comparisons of the sugar content of fruits in relation to their products,[15] and their misrepresentation of positive reviews.[16]

In 2019, the brand drew criticism when an advertising campaign with television personality and former model Katie Price utilised her children on her social media channels.

In July 2021, The Skinny Food Co recalled a variety of Skinny High Protein Low Sugar Duo Bars because they contain milk which is not correctly declared on the label.[17]

In August 2021, it was reported that Swedish vegan food brand Oatly, had opposed the company's attempt to register a trademark for “Skinny Barista”.[18]

References
  1. "NOT GUILTY FOOD CO LTD filing history - Find and update company information - GOV.UK". find-and-update.company-information.service.gov.uk. Retrieved 10 July 2023.
  2. "NOT GUILTY FOOD CO LTD overview - Find and update company information - GOV.UK". find-and-update.company-information.service.gov.uk. Retrieved 12 July 2023.
  3. "Skinny Food Co seals Spar sauce deal". Lancashire Telegraph. 5 September 2019. Retrieved 10 July 2023.
  4. Stack3d (15 February 2020). "Skinny Sauce and Syrup get smaller bottles for their launch in Morrisons". Stack3d. Retrieved 10 July 2023.
  5. Jaleel, Gemma (28 January 2021). "Lidl new low calorie treats shoppers want to get their hands on". Liverpool Echo. Retrieved 10 July 2023.
  6. "THE SKINNY FOOD CO launches healthy food range in 300 ASDA stores UK-wide". food-bev-networker. Retrieved 10 July 2023.
  7. Prevett, Hannah (10 July 2023). "Growing up in a one-bed council flat gave me the entrepreneurial bug, says The Skinny Food Co chief". The Times. ISSN 0140-0460. Retrieved 10 July 2023.
  8. "James makes Forbes 30 Under 30 with Skinny Food Co after turning down Dragon's Den". www.ucb.ac.uk. Retrieved 10 July 2023.
  9. Times, The Sunday (10 July 2023). "The Skinny Food Co". The Times. ISSN 0140-0460. Retrieved 10 July 2023.
  10. "SKINNY FOOD CO EXTEND CLUB PARTNERSHIP". www.htafc.com. Retrieved 10 July 2023.
  11. "The Skinny Food Co. announces exciting trio of Championship partnerships | Sports Product News". Sports Insight. Retrieved 10 July 2023.
  12. Club, Nottingham Forest Football (3 June 2021). "The Skinny Food Co Sign Up as Back-of-Shorts Partner". Nottingham Forest Football Club. Retrieved 10 July 2023.
  13. Munbodh, Emma (6 August 2021). "Man who quit school with just one GCSE now owner of £17million business". mirror. Retrieved 10 July 2023.
  14. Practice, Advertising Standards Authority | Committee of Advertising. "Not Guilty Food Co Ltd". www.asa.org.uk. Retrieved 10 July 2023.
  15. Practice, Advertising Standards Authority | Committee of Advertising. "Not Guilty Food Co Ltd". www.asa.org.uk. Retrieved 10 July 2023.
  16. "ASA upholds complaint against The Skinny Food Co over removal of genuine consumer reviews". CMS Law-Now. Retrieved 10 July 2023.
  17. "The Skinny Food Co recalls Skinny High Protein Low Sugar Duo Bars because of high levels of milk". Food Standards Agency. Retrieved 10 July 2023.
  18. Rosseinsky, Katie (6 March 2019). "Katie Price slammed for using kids in Instagram pancake ad". Evening Standard. Retrieved 10 July 2023.
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