According to Jemima’s Deli co-founder Ruth Dutson, one of the problems with having a Great Taste three-star product is that no one wants to buy your other lines. After their Perfect Granola, which is low-carb, vegan and gluten-free, won three stars at the Great Taste Awards in 2021, the tahini version was always overlooked – until now.
“In our local store, we used to sell five packs of Perfect Granola for every pack of Tahini Grain Granola. The two sit side by side on the shelf and one had a silver sticker whereas the other didn’t,” she says. Since Tahini Granola scooped the coveted Golden Fork for London, Ruth says the balance shifted a lot. “We still sell more Perfect Granola, but only by two to one now. Tahini Grain has a small but loyal following – people who like it really like it.”