Product of the Year Spotlight on… Nutty Kitchen

Whitworth’s Commercial Director of Health, Phil Gowland, talks clean labels, weeknight cooking and gets to the kernel of the product that’s sending plant-based consumers ‘nuts’ for a protein that was sitting in their cupboards this whole time.

Tell us about your product and why it resonates with the consumer

Whitworths Nutty Kitchen Supermince is a plant-based, minimally processed mince made from walnuts, lentils and red quinoa. Packed with fibre, protein and omega-3 ALA, it’s nutritious, tasty and versatile, expanding during cooking to make filling meals for four in around 30 minutes.

Consumers love it for its clean, recognisable ingredients, simple prep, and flexibility – it works across countless dishes from bolognese to curries. It also appeals to vegans, vegetarians and flexitarians looking for flavourful, healthy midweek meal solutions.

Where did the idea for the product come from / how does that process work at Whitworths (from ideation to creation)?

We recognised a gap in the market for plant-based mince made with whole, unprocessed ingredients – most alternatives are highly processed or rely on long ingredient lists. Nutty Kitchen was developed as part of a suite of innovative products to bring dried fruits, nuts and seeds (DFNS) into everyday meals, not just baking.

An independent White Paper published in 2024 highlighted that the UK population massively under-consume essential fibre and micronutrients, many of which can be found in nutrient-dense nuts, seeds, pulses & dried fruit.

Nutty Kitchen Supermince was created to help reposition nuts as everyday meal heroes, not just cupboard staples.

Through testing different blends of walnuts, lentils and quinoa, we developed a product that cooks like traditional mince, expands for a filling meal, and fits easily into everyday recipes. The range launched in four flavours – Original, Mexican, Italian and Indian – offering convenient, globally inspired options for midweek cooking.

What trends will you be tapping into this year? (with real, recent sources where appropriate)

We are tapping into the clean and transparent eating movement, as shoppers increasingly prioritise simple, recognisable ingredients and minimal processing, which is now a baseline expectation rather than a niche preference. Consumers are actively questioning ultra‑processed foods and seeking clean‑label products that deliver both nutrition and trustworthiness.

We are also leveraging the rise of plant‑forward and authentic plant‑based innovation. In 2026, plant‑based isn’t just about imitation meat, it’s about celebrating natural plant proteins, legumes and grains that bring both sustainability and nutrition to the centre of everyday eating.

Do you have any new products/ranges that you can tell us about?

Nutty Kitchen Supermince is available in Original, Mexican, Italian and Indian flavours, maintaining the same natural, unprocessed base. The Original variant is also expanding into meal-kit channels from H2 2026. We are currently exploring further plant-based meal innovations to build on this range – watch this space!

How do you feel about winning a Product of the Year and what impact do you anticipate it will make?

We’re thrilled and deeply proud. Winning Product of the Year is a meaningful validation from consumers. It shows that people are looking for simple, nutritious, minimally processed meal solutions, and that Nutty Kitchen Supermince delivers on taste, versatility and everyday convenience.

It’s also incredibly exciting for the brand, helping us stand out on shelf, encourage new shoppers to get more nuts in their diet on a daily basis through different meal occasions, and build momentum as we continue to grow Nutty Kitchen and bring healthier, flavourful meals to more households.

Describe your winning product in 3 words.

Unprocessed. Nutritious. Delicious.

Source: Product of the Year

  Agency, Nutty Kitchen, Nutty Kitchen Supermince, Phil Gowland, Product Of The Year, Whitworth