Teffie, the British snacking brand built around teff, has secured a listing on Ocado, extending its push to bring the Ethiopian ancient grain to a wider UK audience.
Teff is a tiny, naturally gluten-free ancient grain that has been cultivated in Ethiopia for thousands of years, prized for being high in fibre, nutrient-dense and drought-resilient, though it remains little known to most UK shoppers. It has featured in Unilever's Future 50 Foods list as part of a wider push to diversify the ingredients in the food system.
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Founded by entrepreneur Jessica Singh, Teffie turns teff into convenient everyday snacks. Its reformulated Chocolate Date Brownie and Cinnamon Bun land on Ocado from 29 October at an RRP of £12 for a pack of six, with a third flavour to follow later this year. The plant-based recipes skip refined sugar, seed oils and artificial sweeteners, and are made without the 14 major allergens.
The timing leans into surging fibre demand: Ocado says searches for "high fibre" products are up 87% year on year. "Teff has been a staple food for thousands of years, yet it's still unfamiliar to many UK shoppers," said Singh.
The Ocado win builds on existing listings at Selfridges, Fortnum & Mason, Planet Organic and Holland & Barrett Online.
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