Tekcapital (TEK) announced today that its portfolio company MicroSalt has entered into an endorsement partnership with UK celebrity Chef Jack Stein for low-sodium MicroSalt products.
Chef Stein, a respected figure in the culinary world, holds multiple roles as a chef, restaurateur, TV personality, author, and educator. As Chef Director for Rick Stein, he oversees restaurant menus and Stein's at Home ecommerce store. With his culinary expertise, including being honored as 'Best Chef' in the Food Magazine Reader Awards 2023, Chef Stein will help address excessive sodium consumption in the UK and worldwide.
"Excess sodium consumption is one of the world's greatest insults to health, and partnerships like this are the best way to make a difference in our efforts to address hypertension and cardiovascular disease," said Rick Guiney, CEO of MicroSalt.
"I am absolutely delighted to be working with MicroSalt to show how a true low-sodium salt can produce the same taste while providing significant benefits to health. As a chef, salt is the most important ingredient, and this product is game changing", said Jack Stein, Chef Director for Rick Stein.
This partnership is expected to expand exposure of MicroSalt products to Chef Stein's audience, educate consumers about healthier options, provide culinary guidance, and enhance Chef Stein's brand across markets where MicroSalt is available.
View from Vox
MicroSalt’s endorsement partnership with a trusted chef should reap enormous benefits for the company, helping them to gain further traction in the low-sodium market. This endorsement will be an immediate and cost-effective way of increasing awareness of MicroSalt.
The company has already seen an impressive year, with a string of big wins including partnering with a Fortune 500 national retailer in the US this month and expanding distribution of its low-sodium shakers through two major US retailers in late February.
The company's products have witnessed significant demand due to the high prevalence of high blood pressure or hypertension among adults in the US and worldwide. The company notes that 1.1 billion adults worldwide have high blood pressure, along with nearly 1 out of 2 adults in the United States.
MicroSalt is in a good position to deal with increasing demand for its products, as in April, Tekcapital announced it had raised £2.0m in a placing, with £1m going toward building inventory for MicroSalt to satisfy forthcoming orders.
This latest news further highlights the strength of Tekcapital’s investment portfolio, so make sure to follow Tekcapital to keep up to date with all of its latest announcements .