The Jamie Oliver Group‘s co-CEO Louise Holland has launched a new children’s food brand called Gnome Rangers, which has entered the sauces category with a tomato ketchup made from simple, natural ingredients.
This tomato ketchup was developed with The Foraging Fox, a sauce brand, and will be available exclusively on Ocado this month in two formats: a 285g glass bottle and a 555g squeezy bottle, priced at £3.75. A larger 980g format will follow in August.
The tomato ketchup is made in England using ripe surplus tomatoes sourced from across Europe.
The recipe combines tomatoes, vinegar, a touch of sugar, and a blend of savoury spices.
According to the brand, the product contains lower sugar and salt levels than mainstream branded ketchups, with no artificial ingredients or sweeteners.
The brand also makes use of surplus produce to help reduce food waste and support more sustainable manufacturing practices.
Each bottle features a QR code linking families to Gnomeland, where children can access animations, songs, and activities featuring the Gnome Rangers characters.
From September, the Gnome Rangers characters will feature in Jamie Oliver‘s 10 Skills nationwide primary schools programme, which aims to reach 5,000 of the UK’s 15,000 primary schools by 2027.
A percentage of profits from every bottle sold will also support the programme.
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The Gnome Rangers characters will appear across worksheets and teaching materials, encouraging kids to discover different foods and learn about nutrition through planting, cooking, and tasting their own food.
Early pilot data showed 60% of children try something new through the programme.
Louise Holland said, “We believe families shouldn’t have to choose between great taste and better ingredients, and a household staple like ketchup was the perfect place to start.”
Louise Holland added, “We wanted to create a ketchup that genuinely tastes of tomatoes using simple, natural ingredients.
By lowering the sugar and salt without relying on artificial sweeteners, they’ve created a delicious ketchup that’s a great addition to the family table,”
Gnome Rangers looks to expand into a wider range of everyday family foods.
Future launches would continue to focus on natural ingredients, great taste, strong nutritional credentials, and affordable pricing, to create a family food brand that extends well beyond sauces.
