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Collaborate grant helps food manufacturer reach new markets

28 April 2018

A Leicester-based food manufacturer has benefited from a grant of nearly £19,000 from the Collaborate business support project that helps growing small and medium-sized businesses across Leicester and Leicestershire. 

Food Attraction is a manufacturer of frozen and chilled food for national restaurant chains and supplies a range of finger foods to national wholesalers. The company has grown rapidly since starting up in 2013, employs 52 people and holds the highest hygiene accreditation (AA Level) as well as being an Investor in People.

Last year the company developed a range of handheld snacks called the Naanster (made from fresh naan, mango chutney, pilau rice, sauce and meat or vegetable) and also the Calzone range which were launched into Sainsbury’s and Aldi supermarkets and sold well. This led to a need to increase production capacity and one of the challenges faced by Food Attraction was around the Naanster’s cardboard packaging, which wasn’t working for customers.

A Collaborate grant of £18,846 helped the company to purchase a new flow wrapping machine which allows it to change the way in which it packs products to make the Naanster more appealing. Three new jobs will be created as a consequence of the increased output volume. Jake Karia, managing director at Food Attraction, said: “As a result of this investment we have seen a growth in supermarket sales and are in serious talks with other retailers and sport stadiums to stock the product. The new packaging means customers can eat the Naanster on the move so the grant has helped solve a problem for us and grow the business. As a business owner one of the hardest things is getting outside help. You think you can do it all, but that’s not always best for your business.”

Leicester City Council is the accountable body for Collaborate. Regeneration Projects & Programmes Manager, Joanne Ives said: “Food Attraction is just the type of company the Collaborate project was created for. It is innovative, ambitious and forward-thinking. We’re delighted to support this growing Leicester business.” Eligible businesses can access capital grants from £5,000 to £25,000 for one-third of the cost of projects in addition to free sector-specific workshops and one-to-one business advice.

Businesses interested in Collaborate should visit and complete a simply enquiry form to access free support.

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