Founded in 2018, The Skinny Food Co has rapidly emerged as one of the United Kingdom’s most disruptive health-focused food brands. Based in Nottingham, the company was established by entrepreneurs James Whiting and Wayne Starkey with a mission to make healthier food and drink alternatives accessible, affordable, and enjoyable for everyone—especially those managing diabetes, food intolerances, or dietary preferences such as keto, vegan, or low-sugar lifestyles.
Core Business
The Skinny Food Co manufactures and retails a comprehensive range of low-calorie, low-sugar, and allergen-friendly foods. The company’s product innovation focuses on removing or reducing sugar, calories, and allergens without compromising taste or convenience. Its extensive product portfolio spans sauces, syrups, spreads, baking kits, snacks, and dietary supplements—positioning itself as a go-to lifestyle brand for health-conscious consumers.
Product and Service Offerings
- Zero Calorie Syrups: Includes top-sellers like Maple Syrup, Chocolate Syrup, and Strawberry Syrup. These are sugar-free and suitable for diabetics.
- Skinny Sauces: Tomato Ketchup, Smokey BBQ, Garlic Mayo, and Peri-Peri are offered with zero fat and reduced sugar.
- Spreads & Chocaholic Range: Chocaholic Hazelnut Spread and Chocaholic Snack Pots are designed to provide indulgence without the usual calorie count.
- Carb Alternatives: Low-carb and high-fiber alternatives to traditional rice, pasta, and noodles.
- Baking Kits & Breakfast: Low-sugar Pancake and Brownie Mixes, Porridge Pots, and Granolas for balanced, easy-to-prepare meals.
- Vitamins & Supplements: Gummies and sprays focused on immunity, energy, and general wellness.
Over 400 SKUs are currently active across multiple categories.
Specialization and USP
The company’s USP lies in its zero-sugar, zero-calorie formulations and its appeal to a wide demographic—including diabetics, vegans, athletes, and people with food intolerances. Unlike traditional health food brands that command premium pricing, The Skinny Food Co emphasizes affordability, helping democratize access to healthy eating.
Their products are also:
- Gluten-free
- Fat-free or low-fat
- Non-GMO
- Vegan-friendly (majority of the range)
They are one of the few brands in the UK that offer zero-calorie flavored condiments at scale, supported by attractive packaging and lifestyle branding.
Financials
The company has witnessed exceptional growth since its inception:
- Reported revenue of £18 million in FY 2021, with consistent YoY increases.
- Achieved 300% growth between 2019–2021, according to interviews with the founders.
- Expanded into 75+ countries through online and retail channels.
- Products are stocked in major UK retailers such as Morrisons, Co-op, Holland & Barrett, Amazon UK, and The Range.
Their direct-to-consumer eCommerce platform also drives significant volume, supported by strong digital marketing campaigns and brand collaborations.
Shipments and Export Data
Export data from platforms such as ImportYeti and TradeMo confirms that The Skinny Food Co maintains active shipping partnerships across Europe, North America, and Asia. Their logistics operations facilitate distribution to over 8,000 B2B clients globally, in addition to their D2C outreach.
The company ships over 250,000 products per month, reaching both retail shelves and online customers.
Target Market
- Health-conscious consumers
- Diabetics and pre-diabetics
- Vegan and vegetarian lifestyles
- Fitness and gym enthusiasts
- Parents seeking healthier snacks for children
- Keto and low-carb followers
The company’s approachable price point has allowed it to enter both premium and value retail spaces.
Capabilities
- Advanced Product Development: In-house R&D team focusing on sugar substitutes and flavor technology.
- Private Label Services: Offers white-label and collaboration opportunities for partners and influencers.
- Omni-channel Presence: Strong mix of retail distribution, eCommerce, social media, and influencer partnerships.
- Automated Fulfillment Systems: Central warehouse in Nottingham optimized for both B2C and B2B orders.
Certifications and Compliance
- All products adhere to UK Food Standards Agency (FSA) and EU food labeling compliance.
- Certified by Vegan Society (select products).
- Nutritional Transparency: All SKUs undergo detailed lab testing and nutritional analysis.
- Allergen information is prominently disclosed and regularly reviewed.
Customer Testimonials
With over 15,000 reviews across platforms like Trustpilot and Amazon, The Skinny Food Co boasts a 4.8-star average rating. Key feedback includes:
- “Game changer for diabetics.”
- “Perfect guilt-free sauces and spreads.”
- “Excellent for weight loss journeys—tastes amazing with no added sugar.”
Social media testimonials from influencers and health coaches further reinforce product credibility and brand trust.
Major Achievements
- Named one of the UK’s Fastest Growing Companies by The Sunday Times (2021)
- Over 1 million units sold in first two years
- Partnered with high-profile personalities including Katie Price and Gemma Collins for product launches
- Featured in Forbes, Daily Mail, and BBC Good Food
- Launched a flagship store and warehouse to expand UK-based logistics and retail operations
The Skinny Food Co continues to disrupt the health food market with its relentless innovation, customer-centric pricing, and inclusive product range—pioneering the future of guilt-free indulgence in everyday diets.
