With 10 years industry experience under his belt, Craig decided to launch Thyme, after sourcing a gap in the frozen food market for high quality, wholesome, “as good as homemade”, frozen food.
Craig has spent the last two years researching and launching the company, which is based at Hatton Rock, between Warwick and Stratford, including developing recipes, sourcing ingredients, recruiting suppliers and setting up a distribution network.
All products are only available through its website, and are packed and distributed from the Thyme headquarters. Each order is packed in its own Thyme Capsule, an insulated delivery box, ensuring that the contents stay frozen for 27 hours as they are delivered.
Having already seen an influx in orders from word of mouth before the business has formally launched, Craig is already planning to take on 10 staff members in the next few months.
“While I was working in food it always struck me that we had a strange attitude to supermarket frozen food – we will happily freeze our own home-cooked meals, but most of the things we buy ready frozen are either vegetables, potatoes or covered in bright orange breadcrumbs and hidden away in boxes or bags,” said Craig.
“People basically trust their freezer, but don’t really trust frozen food, and that is such a waste. With everyone’s time pressures increasing and people really tuning into food quality, we are hoping to solve both those issues.
“Setting up Thyme from scratch has been really exciting, but we also have great experience in the food sector and I worked with 2 Sisters long enough to see how it grew successfully and that has been a great education.”
Its range includes “family favourite” ready meals, filled pastas with sauces, gourmet burgers and steaks, complete meal solutions for special occasions and pre-portioned fruit, vegetable and protein smoothie mixes.
Craig added: “We are really pleased with the range we are launching with and the feedback has been very positive. Friends and family have been only too keen to act as official tasters.”