Dutch cereal start-up Holie’s has made its UK supermarket debut after securing a listing with Morrisons.
In a statement, Holie's said it is selling six SKUs across more than 490 Morrisons stores.
The company, set up by Merick Schoute and Valentijn van Santvoort in 2018, entered the UK early last year through online retailer Ocado.
Holie's products are also available in the UK via upmarket retailer Selfridges. Independent retailers can also stock the cereal via wholesalers including CLF Distribution and JD’s.
Co-founder and CMO van Santvoort said: “Our launch into Morrisons marks an exciting new chapter for Holie’s in the UK. Not only does it significantly expand our distribution, but allows us to reach a much broader audience.”
Founded in 2018, Holie's is present in the Benelux markets. The company positions its range as a healthier alternative in the breakfast aisle. Its cereals are vegan, contain plant-based protein and prebiotic fibre and made without added sugar or sweeteners.
Last year, the company’s revenue stood at €19.5m ($22.9m), with profit of €300,000. This year, Holie’s expects to achieve revenue of €30m.
It is forecasting volume sales of 17.5 million units in 2026, up from 11 million last year.
By the end of this year, the company’s products will also be available in France, Switzerland and Austria, co-founder Marick Schoute said.
The range on sale at Morrisons include three granola cluster lines – Protein Chocolate, Protein Nuts and Protein Spiced Almond – priced at £3.99 ($5.40) for 400g, alongside three granola bags – Low Carb Crunch, Protein Crunch and Protein Peanut Butter – at £3.69 for 350g.
"Holie’s sits at a premium, yet accessible price point, with an RRP of circa £3.99 for clusters and £3.69 for granola bags. We believe better-for-you food should be widely accessible, and our pricing reflects a balance between quality ingredients, strong nutritional credentials, and everyday affordability within the premium cereal segment," Bina Edwards, Holie’s UK commercial director, said.
She told Just Food the company is in “active discussions” with a number of major UK retailers for more listings.
Last August, Holie’s won a court case against Belgian snacks major Lotus Bakeries over a ‘Sugar Score’ advertising campaign.
