Our first logo - Stoffell's.
For too long, ambient food has contained too much sugar.
We're building a new business, Stoffell's.
It's a real lean start-up, making revolutionary sauces that both taste better and are better for you. No added sugar, just the natural sugars from fruit like tomatoes and naturally sweetened with stevia.
At Old Street station this summer we are one of the emerging artisans, part of the Artisan Springboard: london's first retail incubator for artisan food producers, taking old street by storm.
When I was first trying to reduce the sugar in my own diet, I read this in the Sunday Times: "Systematically eliminate all the bad stuff.. Without even looking, you can throw away Ketchup, Barbecue sauce and any other Brown sauce you may be partial to."
So I started to make my own sauces, without the sugar. When other people tried it, I got great responses about their taste.
I believe that the news coverage on added sugar being responsible for widespread poor health and obesity is driving more consumers to seek lower sugar options.
I feel that the need for lower sugar food crosses many food categories.
So I'm thinking of setting up a new food business, initially developing a range of delicious savoury sauces, preferably organic, without the hidden sugars.
Instead of the sugar or sugar based / glucose syrups that characterises most of the products in this market, my sauces will only have the natural sugars, (e.g. from tomatoes) and only be sweetened with Stevia, a more natural sweetener, which has virtually no calories and does not trigger a glycemic response.
Where do you see the greatest need?