Exhibiting at International Food & Drink Event (IFE) 2025

Vanilla Etc Ltd is a United Kingdom-based company specializing in the import, production, and distribution of premium vanilla products. Headquartered in Keighley, West Yorkshire, the company has established itself as a trusted name in natural vanilla sourcing, serving a broad spectrum of customers including artisanal bakers, large-scale food manufacturers, and gourmet chefs.

Founded by Graham Bruce, Vanilla Etc was born out of a commitment to authenticity, sustainability, and product excellence. The company prides itself on maintaining direct relationships with farmers and cooperatives, particularly in Madagascar, ensuring transparency, fair trade practices, and traceability in every batch of vanilla processed and sold.

Core Business and Product Offerings

Vanilla Etc Ltd focuses exclusively on natural vanilla products and derivatives. The company imports raw vanilla beans and processes them in-house in the UK to produce a wide variety of premium vanilla ingredients. Their main product categories include:

• Vanilla Pods: Premium Grade Madagascan Vanilla Pods
• Vanilla Powder:
  • Standard Grade Vanilla Powder
  • Exhausted Grade Vanilla Powder
• Vanilla Extracts:
  • 1 Fold Vanilla Extract
  • 2 Fold Vanilla Extract
  • 12 Fold Vanilla Extract
  • Alcohol-Free Vanilla Extract
• Vanilla Paste: Madagascan Vanilla Bean Paste
• Vanilla Seeds: Exhausted Vanilla Seeds

These products are supplied to both the retail and wholesale markets, catering to the bakery, dessert, dairy, and beverage industries.

Specialisation and Unique Selling Proposition (USP)

Vanilla Etc stands out due to its:

• Single-origin sourcing from Madagascar and other premium-growing regions
• Small-batch processing in the UK for quality assurance and consistency
• Sustainable supply chain with direct-from-grower procurement
• Versatile range of vanilla strengths and forms to suit diverse industrial needs
• Alcohol-free extract options to cater to halal and non-alcoholic product lines

Their flexible product formats and processing expertise allow them to offer customized solutions to both small and large clients.

Financials and Market Position

Vanilla Etc Ltd operates as a privately held SME, with strong revenue contribution from B2B foodservice clients. While exact revenue figures are not publicly available, the company’s growth is evidenced by their expanding client base across the UK and Europe, including patisseries, food manufacturers, and online retailers.

The company benefits from a growing market demand for natural and traceable flavoring ingredients. Vanilla Etc's strategy of combining ethical sourcing with in-house UK manufacturing gives it a competitive edge over import-only vendors.

Shipment and Export Activity

According to data from platforms like ImportYeti and Volza, Vanilla Etc Ltd imports significant volumes of vanilla pods from Madagascar and other producing regions. The company processes these into value-added products within the UK and distributes them across both domestic and international markets.

• Primary Export Regions: Ireland, Germany, Netherlands
• Average Annual Imports: 2–4 metric tons of vanilla pods (based on trade estimates)
• Distribution Channels: Direct e-commerce, wholesale B2B, and selected retail partners

Target Market

Vanilla Etc’s customer segments include:

• Food and beverage manufacturers seeking high-grade, natural vanilla
• Artisan bakers and chocolatiers
• Hotels, restaurants, and catering services (HORECA)
• Health-conscious and organic product brands
• Online consumers seeking premium, traceable vanilla

Their ability to offer both bulk and small-pack vanilla solutions makes them attractive to businesses of all scales.

Capabilities

• In-house extraction and blending facilities in the UK
• Custom formulation services for private labels and manufacturers
• Quick order fulfillment across the UK and EU
• Traceable supply chains with direct sourcing
• Compliance with UK and EU food safety regulations

Certifications and Compliance

Vanilla Etc ensures compliance with major food safety and traceability requirements, including:

• UK Food Standards Agency (FSA) compliance
• Allergen declarations on all products
• Natural flavouring classification under EC regulations
• Halal-compliant alcohol-free extracts

Products are batch tested and labelled with full traceability details.

Customer Testimonials

"Vanilla Etc's Madagascan paste is the most consistent and rich vanilla I’ve used in my kitchen."
— Artisan Baker, North Yorkshire

"Our ice cream range uses their 2-fold extract—great strength and perfect natural aroma."
— Director, UK Frozen Dessert Manufacturer

"Fantastic service, ethical sourcing, and top-grade pods every time."
— Pastry Chef, London

Major Achievements

• Launch of alcohol-free vanilla extract line, catering to a broader range of consumers
• Establishment of direct sourcing partnerships with vanilla cooperatives in Madagascar
• Successful scaling from home-based venture to full-scale processing unit in Keighley
• Featured in industry interviews and specialty food publications for their ethical sourcing model

Vanilla Etc Ltd continues to grow as a premium vanilla specialist in the UK, combining integrity, expertise, and customer-focused innovation in the global flavouring market.