Wholey Moly adds Pistachio Lemon offering

With healthier-leaning biscuits now accounting for 26% of the UK biscuit market, fuelled by a growing appetite for intriguing eating on-the-hoof formats, the UK-based Wholey Moley team knew its ‘cookies with benefits’ mantra resonated louder than ever, with a growing public belief that sincere, healthy yet tasty flavour convictions (50% less sugar) is never an excuse to settle for humdrum flavours and mundane textures.

Having recently upped the indulgence ante of his brand’s Orange and Hazelnut lines by swapping out cacao for dark choc chips, founder Meenesh Mistry reportedly found himself wanting a third ‘hero’ flavour to set tongues wagging and taste buds swooning. “Having already championed hazelnuts, almonds and cashews in our recipes, we wanted to provide a fitting stage for the sublime pistachio to shine, coupled with lemon to provide a discreet yet delightfully citrus twang.”

New listings for the brand in Ocado & Sainsbury’s shows that lockdown was in retrospect a helpful time for husband & wife founders, Meenesh and Parul, as they revisited their brand and initiated a number of small yet telling range tweaks that underlined the brand’s status as a leading light within the vegan, high-in-fibre/gluten-free cookie movement. In addition to the arrival of a new Pistachio Lemon offering, Wholey Moly has enhanced its recipes to create a less crumbly, more soft-centred cookie, raised essential additional investment to build its DTC/online and moved to planet-friendly recyclable paper packaging to reaffirm its status as a brand that tastes good and is good for both you and the wider planet.

“The last 12 months have been a whirlwind for us,” concludes Meenesh, “as we fine-tuned our 4-strong range to be the at the very top of its game, from both a taste and healthier living perspective, without ever compromising our core ‘indulgent fun’ persona.'”