Dragons’ Den-backed seasoning and sauce brand Lumberjaxe has secured multiple replenishment orders from Asda after its nationwide launch outperformed initial commercial expectations, according to the business.
The Birmingham-based brand, founded by brothers Brendon and Jaydon Manders, launched four seasoning single serve sachet SKUs into 325 Asda superstores in May as part of the retailer’s recent range change.
Lumberjaxe said the initial rollout comprised approximately 40,000 seasoning sachets across the estate and – since launch – Asda has placed several replenishment orders as sales have continued to build.
According to the business, the range launch will grow the business’ turnover by 200 per cent and has enabled them to double the size of their workforce.
The founders also said early EPOS data showed the range performing ahead of expectations within the category, although detailed sales data has not been disclosed.
Founded with an initial investment of £100, Lumberjaxe has built its business through direct-to-consumer sales before expanding into grocery. The business later secured investment from Dragons’ Den investor Emma Grede, founder and CEO of fashion brand Good American and a founding partner of SKIMS, helping accelerate its retail ambitions.
Jaydon Manders, co-founder of Lumberjaxe, said: “We’re genuinely thrilled with how our launch has gone. To see Asda place repeat orders so soon after the initial rollout is amazing and shows shoppers are really getting behind the brand.
“Seeing our flavours on shelves nationwide has been a huge milestone for us, and the response so far has honestly been amazing. It’s an exciting start to what we hope will be a long and successful growth within Asda stores.”
Brendon Manders, co-founder of Lumberjaxe, added: “We’ve always believed there was room and a gap in the category for our brand. American inspired flavour-led products that stand out on shelf. Seeing our belief translate into repeat orders from a national retailer is hugely fulfilling. We’re focused on building on this momentum and continuing to innovate as we grow our brand.”
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