Aberdeen-based casual dining business FreshMex has signed a six-figure deal that will see its TexMex range of seasoning mixes and chipotle salsa gracing the World Foods aisle in all 60 Asda stores across Scotland.
FreshMex started life in 2015 as a pop-up stall at Banchory Farmers’ Market after founder Robbie Moult was inspired by the street food he experienced on a holiday to the USA.
It now operates two burrito restaurants in Aberdeen and Edinburgh, with a third in Glasgow in the pipeline. The business employs 60 staff, and its burrito was Scotland’s most-ordered dish on Deliveroo for four years running from 2018 to 2021.
Like the rest of the hospitality industry, the business had to adapt in response to the pandemic, resorting to a delivery-only model during lockdowns. This came after the Aberdeen site was forced to close temporarily after a fire caused severe damage in February 2019.
The new products, which have been stocked in a small number of Asda stores since March, mark FreshMex’s first foray into retail.
The seasonings are made to traditional recipes, using a blend of spices from around the world. They are gluten-free, vegan-friendly and contain no artificial flavours, colours or preservatives.
Robbie said: “We’ve always believed in the power of these flavours to connect people and create memorable experiences – that’s why we’ve had such great success and feedback from our customers in Edinburgh and Aberdeen.
“We are thrilled to announce that our products will now be available in all branches of Asda in Scotland.
“This partnership is a wonderful opportunity for us to reach a wider audience and share the taste of FreshMex with even more households.”
Asda’s local buying manager for Scotland Ashley Connolly added: “The new FreshMex products are a fantastic addition to our range.
“All FreshMex packaging is 100% recyclable, reflecting its green credentials and commitment to sustainability – and with both rubs easy to use and offering versatility – from meat and vegetable marinades, to cooking pastes and dusting on fish and potatoes – they can be used in a variety of different ways we know our customers are going to love.”