53. Fearne & Rosie

Fearne & Rosie are on a mission to provide healthier jam to families across the UK.

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Founder: Rachel Kettlewell
Year founded: 2019
Website: fearneandrosie.co.uk

In the heart of Yorkshire, entrepreneur Rachel Kettlewell had a ‘berry’ bright idea, and embarked on a mission to redefine the way we think about jam. This led to Fearne & Rosie, her delicious addition to the food industry – without the additions.

As a primary school teacher, Kettlewell saw firsthand how school breakfast and after-school clubs were plying kids with jam that was jam packed with sugar. UK childhood obesity rates have been rising alarmingly, with 23.4% of children aged 10-11 considered to be obese and 14.3% are reported as being overweight. Kettlewell wanted to offer an alternative, healthier solution.

Unlike traditional jams, which often contain 70% sugar, Fearne & Rosie’s jams contain a remarkable 70% fruit, and 40% less sugar than standard varieties. Plus, the company is committed to using all-natural ingredients with absolutely no nasties.

Unlike traditional jams, which often contain 70% sugar, Fearne & Rosie's jams contain a remarkable 70% fruit.

Named after her jam-loving two daughters, not only are Fearne & Rosie products better for sweet-toothed kids and families, they are also better for the planet. The company officially registered as a B Corp last year. Using inserts and jars that are 70% recycled content boxes and bottles that are 100% recyclable and are made from 50% recycled glass, it is no surprise the company achieved a 93.4 B Impact Score.

Here at Startups, our judges welcomed Fearne & Rosie’s strong emphasis on giving back and supporting the community. Over the past year, Fearne & Rosie partnered with BBC Children in Need, featuring Pudsey on their bestselling strawberry jam. The ultimate goal of this partnership is to raise £500,000 over the next three years to support kids’ charities and projects across the UK.

What next for the brand? It looks like its jamminess will continue with expansion into major retailers such as Amazon, Ocado, and Waitrose. Startups loves this sweet success story.

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