Raja launches ‘Nim’s…Naturally’ to capitalise on growing product range

One of the UK’s pioneering food companies has rebranded after launching its 65th product.

‘Nim’s…Naturally’ has been registered by entrepreneur Nimisha Raja MBE to reflect the company’s growing range of products that have diversified from air-dried fruit and vegetable crisps to incorporate drink garnishes, botanicals, ingredients and edible teas.

The company, which employs 18 people at its BRC-accredited factory, is also now preparing to launch a range of air-dried ingredients under its Let’s Cook and Let’s Bake brands.

“When we started it was all about our air-dried fruit crisps and that was reflected in our original identity,” explained Nimisha Raja, who launched the business in 2017.

“Whilst our crisps are still hugely popular, our new product development team has been in overdrive and we needed an overarching brand that touched on all the different things we make and supply into retail and food service, including Holland & Barrett, Pret a Manger, Zizzi and a host of others.”

She went on to add: “The one thing that is constant is that all our products are made using just one ingredient and that is why we wanted to trademark ‘Nim’s…Naturally’.

“I want shoppers to pick up one of our products — whether it is crisps, drink garnishes, ingredients or teas — and immediately know that it is 100% natural.

“They don’t need to turn the pack over to look at the ingredients label, they just automatically trust that anything with our logo has been carefully processed to retain great natural flavour and nutritional goodness without absolutely anything added to flavour, preserve or enhance the one ingredient products.”

From the moment Nimisha Raja sold her coffee shop and home in 2017, she had a vision for rewriting the rule book when it came to creating great tasting, natural snacks.

It started with air-dried fruit and vegetable crisps in eight different varieties, was followed by edible teas and has now expanded into drink garnishes, botanicals and ingredients sold in over 1500 outlets across the UK.

The ‘Nim’s…Naturally’ range brings many health benefits from being fat, allergen, gluten and dairy free, whilst also being vegan friendly and Kosher and Halal certified.

“Sustainability is another big purchasing factor these days and this is something we feel really passionate about,” added Raja.

“We have been working towards achieving ‘Zero Food Waste’ for some time and finally achieved it in March 2023. This means that all 600 tonnes of fresh produce we use every year goes into our products, with the small amount (0.003%) that doesn’t sent to an anaerobic waste treatment plant and turned into energy.”

She concluded: “It was an eco-decision on our part, but it is also paying off financially in operational performance and the launch of new ranges that have come off the back of the ‘Zero Food Waste’ approach”.

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