Dutch cereal start-up Holie’s has officially entered the UK supermarket scene, securing a prominent listing with Morrisons. This marks a significant milestone for the brand as they look to enhance their footprint in the competitive food and drink business.
Currently, Holie’s is offering six different products across more than 490 Morrisons locations. According to their statement, this launch enables the company to reach a wider customer base. Last year, Holie’s products made their UK debut through online retailer Ocado and are also featured in high-end retailer Selfridges. Independent retailers can stock Holie’s cereals via wholesalers, including CLF Distribution and JD’s.
Co-founder and CMO, Valentijn Van Santvoort, emphasized the importance of this step: “Our launch into Morrisons marks an exciting new chapter for Holie’s in the UK. Not only does it significantly expand our distribution, but allows us to reach a much broader audience.”
Founded in 2018 by Merick Schoute and Valentijn van Santvoort, Holie’s is already established in the Benelux markets. The company positions its offerings as a healthier alternative in the breakfast aisle, promoting cereals that are vegan, rich in plant-based protein and prebiotic fiber, and made without added sugars or sweeteners.
In terms of financial success, last year, Holie’s revenue reached €19.5 million, with a profit of €300,000. This year, they anticipate growth, projecting revenue of €30 million and volume sales of 17.5 million units by 2026, up from 11 million in 2022. By the end of the year, Holie’s plans to expand its offerings to France, Switzerland, and Austria, according to co-founder Marick Schoute.
At Morrisons, customers can find an appealing lineup that includes three granola cluster products—Protein Chocolate, Protein Nuts, and Protein Spiced Almond—priced at £3.99 for 400 grams. Additionally, three granola bags—Low Carb Crunch, Protein Crunch, and Protein Peanut Butter—are available for £3.69 for 350 grams.
Bina Edwards, Holie’s UK Commercial Director, mentioned, “Holie’s sits at a premium, yet accessible price point, with an RRP of c. £3.99 for clusters and £3.69 for granola bags. We believe better-for-you food should be widely accessible, and our pricing reflects a balance between quality ingredients, strong nutritional credentials, and everyday affordability within the premium cereal segment.” She added that the company is currently in “active discussions” with several major UK retailers for additional listings.
In another noteworthy detail, last August, Holie’s won a court case against Belgian snacks giant Lotus Bakeries over a ‘Sugar Score’ advertising campaign, showcasing their commitment to navigating challenges in the food and beverage industry.
As Holie’s continues to solidify its presence in the market, the brand exemplifies the evolving food and drink consumer trends that prioritize health and quality.