Freshcut Foods, a UK-based company supplying plant-led ingredients to the food industry, has announced it is rebranding to Natural Innovations. The change is said to mark the next stage of the company’s growth journey, as it increasingly focuses on food innovation and helping business customers adjust to changing consumer preferences.
Natural Innovations has been supplying ingredients to global foodservice brands, food manufacturers, and recipe box providers for over 20 years, and the company says it has established itself as a clear market leader in bespoke, chef-led ingredients. The new name is accompanied by refreshed branding and an updated website.
“After more than two decades of successfully growing Freshcut Foods, this new approach is a natural evolution of our company, reflecting our ambition for growth, commitment to innovation, investing in our people and technology to support this, and our vision for the future,” said Matt Wood, CEO of Natural Innovations.
“Our core values remain the same”
In 2023, Natural Innovations secured new ownership after investment company Flywheel Partners acquired a majority stake. The deal saw the exit of private equity firm Perwyn, which previously owned a majority stake in the ingredients supplier.
Last year, Natural Innovations reported strong performance for the year ending July 2023. Turnover was over £42.4 million, up from £35.4 million the previous year, though pre-tax profits were down.
“While our look and name may be different from today, our excellent standard of service and core values remain the same, with innovation at the heart of what we do,” said Wood. “Our new brand will better showcase our ability to innovate with natural, plant-led ingredients and demonstrate the added value we bring to current and future brands we partner with.”
