"For me, the AirWrap isn't about disrupting a food category, it is about disrupting a mindset. We are a consumer driven company and so consumers must know they have a healthier, tastier choice"
Anishya Kumar, the Founder & CEO of Zinda Foods is the innovator of a disruptive, game changing innovative wrap base trademarked as the AirWrap® - a low carb, artisan, natural, carrier, free of palm oil, trans fats, industrial additives, lard & preservatives. The first six months of her company have seen impressive growth in sales in Tesco of her filled wraps. The second quarter in particular reflects the consumer interest in having an alternative to standard wraps with the rate of sales much higher than expected.
The AirWrap is the anti-thesis of mass-produced ultra-processed tortillas. On launching the filled range of chilled ready to eat wraps into Tesco in January 2019, Michelin starred chef Alfred Prasad was the first to validate & champion this ingredient while developing fillings for the range. He said “The wrap itself is so unique compared to the generic, commercial wrap bases available, which gave me a lot to play around with. You can hardly taste the wrap, so it is really all about the filling and flavours. I truly believe the Air Wrap will be a game changer and disrupt the market for all the right reasons.”
While consolidating the existing potential within 90 Tesco London stores remains a focus, Zinda Foods is poised for big growth with potential new clients. The company is also on a drive to raise the profile of the AirWrap and is exploring investment routes to support the next phase of rapid development.
Operating out of her own BRC Grade A factory, Anishya said “We are not a food-to-go manufacturer, we are innovators. We cook food with love. We are passionate about creating good natural food and we get a buzz out of launching market breaking products. That’s what sets us apart from other food to go manufacturers.”
Following the first successful six months, the company feels it is time for the AirWrap to embark on the next steps of its journey, with multiple spin offs planned. In the pipeline is a plant based AirWrap range with exciting new fillings, new flatpack AirWraps as an ingredient as well as AirWrap meal kits in collaboration with sauce companies and AirWrap Chips for the snack section.
“For me, the AirWrap isn’t about disrupting a food category, it’s about disrupting a mindset - we are a consumer driven company and so consumers must know they have a healthier, tastier choice to standard wraps” said Anishya.