Our leading Pickles and Ferments brand, Vadasz, was recently crowned Food Brand of the Year at The Grocer Gold Awards, the most prestigious of all awards in the food industry.
Vadasz has come a long way since Nick Vadasz created the brand 15 years ago, growing to become the market leader in kimchi, fresh pickles and ferments with sales exceeding £13m.
So, how did Vadasz become the exceptional brand it is today and create a new superfood category?
Inspired by his Hungarian roots and family history, Nick Vadasz set up a market stall called Vadasz Deli in 2009. Originally selling hand-pressed corn quesadillas, it was his homemade pickles that people wanted more of, so he began selling fresh pots of kimchi, pickles and sauerkraut. They were so popular that he began to produce his products on a bigger scale in 2012.
Several years later, in 2019, Vadasz was bought by The Compleat Food Group. The leading food group saw huge potential, as at that time, most of the kimchi, sauerkraut and pickles sold in supermarkets were ambient products.
Ready to take advantage of this opportunity was Vadasz’s range of fresh pickles and ferments. They are chilled and unpasteurised, meaning they are therefore fresher, more vibrant and more dynamic in taste and texture, as well as being great for the gut.
Vadasz soon found success with premium mainstream supermarkets, with its hero product Kimchi gaining listings in Waitrose, Tesco, Sainsbury’s, Ocado, Marks & Spencer and Co-op, alongside products such as Sauerkraut and Garlic and Dill Pickles.
It has also capitalised on the consumer interest in great tasting, healthy products, and has grown so significantly as to create its own category of Pickles & Kimchi. While other brands have entered the market, Vadasz’s premium products and consistent innovation have ensured the brand remains resilient, even as consumers face a cost-of-living crisis.
All this has helped Vadasz to grow, with more exciting plans and innovation to come. Judges at The Grocer praised the brand for “essentially creating a new category” and identified a “real opportunity” for Vadasz to grow.
We couldn’t be more pleased that Vadasz has been recognised with this accolade. We’d like to extend a huge congratulations to all our team who have identified, acquired and nurtured Vadasz to become the most exciting, successful and nutritious young brand in the UK.
To find out more about Vadasz, visit its brand page here.
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