Positive Kitchen + Co, a Leicester-based environmentally-friendly food brand, are behind some of the most innovative plant-based bakery products currently on offer in the UK. With the number of vegans in the UK quadrupling over the past four years from 150,000 to 600,000 according to the Vegan Society, there has been a major shift in consumer shopping and eating habits.
Tackling the demand for a greater plant-based selection, and the need for dairy-free alternatives, husband and wife team, Aatin and Helen, kick-started their mother nature friendly venture when their youngest son was diagnosed with a dairy intolerance. Aligning with the need to produce innovative bakery products for a growing market – in 2018, the UK launched more vegan products than any other country – the duo decided to set up Positive Kitchen + Co in an attempt to show how minimal ingredients can still create maximum taste.
Aatin, who set up an allergen-free fish and chip shop and Helen, who founded vegan restaurant Plant and the Bean, are both passionate about plant-based treats which is why they founded Positive Kitchen + Co with one goal in mind: to produce food differently. With years in the hospitality industry (including receiving the British Empire Medal for Services to Entrepreneurship), Aatin is no stranger to menu developments that create groundbreaking flavours. This has cemented his love for food while Helen’s background in design and branding has completed the dynamic duo by producing the aesthetic touch behind Positive Kitchen refined branding.
With nearly a quarter of Brits now consuming plant milk, all of Positive Kitchen + Co’s cakes are made with honest and sustainable ingredients, and are free from dairy, gluten, soya, and refined sugar, along with being no GMO – they are 100% vegan.
Alongside the need to create baked goods and raw treats that are kind to the body, the company also takes a conscious approach to being kind to the Planet. A 2018 Oxford University study found that ‘avoiding meat and dairy is the single biggest way to reduce your impact on Earth’. With this is mind, the business manufacture in a low environmental impact facility, and use packaging which is 100% biodegradable and fully compostable.
The range which has evolved and now encompasses a variety of baked and raw goods, features traditional bites, and well-loved favourites. Signature bakes include chai cake, rose and five spice cake, apple and coconut flapjack, coffee cake, and lemon and orange cake. Positive Kitchen + Co rustle up modern classics, with a vegan spin. Think fruit and nut flapjack, raw date caramel slice, carrot cake and ginger cake, while the exotic brownies have become a must buy. Going above the standard chocolate, Positive Kitchen + Co knock up a selection of brownie flavours including: pink peppercorn, pineapple and chilli, mango and ginger, orange and cardamon, and sea salt, lime and cacao. Lastly, raw tarts are another show-stopping bake from the range, and come in a number of flavours: espresso, chocolate, aztec spiced, passionfruit, rose, and lemon.
Constantly innovating and pushing the envelope when it comes to vegan sweet bites, Positive Kitchen + Co have cemented themselves as leading frontrunner in the plant-powered bakery sector. With a strong focus on zero waste, low negative impact on Plant Earth and customer needs, the forward-thinking inclusive brand is suitable for both vegans and non-vegans alike. A major plus when an overwhelming 92% of plant-based meals consumed in the UK in 2018 were eaten by non-vegans.
Despite being a busy year for the company, Positive Kitchen + Co are already looking ahead to the future. With 25 percent of Brits predicted to be vegan or vegetarian within six years, continuing to grow the business and aiming to provide sustainable cake for the masses is a high priority for the family-run business.
Aside from having universal appeal with its inclusive range, Positive Kitchen also aims to be the first to revolutionize the market by being the first one to make the change and lead the sector due to insufficiency of current offerings in the baked goods sector.
Aatin commented to the question “Why do we do what we do?
We are shaking up the industry by offering a universal range whilst catering for allergens that will reduce food waste and improve margins. Change needs to come into the food industry, there needs to be a shift in what is put in front of diners.
We are here to help the industry improve their offering to give their customers what they are demanding. It’s a very exciting time for food and for us!
With traceability and transparency at the company’s core, Positive Kitchen + Co strive to create delicious and revolutionary products that are full of flavour and charged with goodness.