Whitworths accelerates UK retail expansion with major Tesco partnership

Pioneering health brand, Whitworths, is accelerating the UK retail expansion of its Nutty Kitchen Supermince range through a major partnership with Tesco, rolling out across 900 stores nationwide from 20 September.

The Tesco partnership comes during a period of strong growth for Whitworths, with the business reporting 13% year-on-year growth for Q1.

First launched online in September 2025, Nutty Kitchen Supermince is the UK’s first and only 100% natural, unprocessed meat-free mince made from Californian Walnuts, lentils and red quinoa.

Whitworths is committing over £1.2m behind the Tesco expansion to drive nationwide awareness and trial. The brand’s largest retail rollout will be supported by a programme of hyper-targeted physical and digital activations across Tesco stores, including Video on Demand and social media, Digital Out of Home and in-store/dotcom feature and display.

Whitworths will also encourage trial of Nutty Kitchen Supermince through a ‘try for free’ initiative, giving Tesco shoppers the opportunity to request a refund on their purchase via the website freenuttykitchen.com whether they love it or the product isn’t to their taste.

The Tesco partnership will be supported with significant marketing spend and plans including:

• A dedicated 8-week video-on-demand campaign across ITVx for Nutty Kitchen Supermince on 28 September, solely targeting Tesco category shoppers

• An original track inspired by the iconic Madness’ Baggy Trousers, the campaign will showcase the range’s versatility, convenience, taste and nutritional credentials through high-energy, playful creative re-writing the lyrics to this famous earworm with bags of energy and memorability. The focus will be on ‘mince but nut as you know it’

• An integrated PR and marketing programme spanning earned media, social and out-of-home

The Tesco activity represents the next phase of Whitworths’ multimillion-pound investment in its wider purpose-driven health strategy and ambition to make better nutrition simple, accessible and achievable for UK consumers. Earlier this year, the brand launched its “From morning to night, a nutrition win in every bite – Just Add Whitworths” Masterbrand campaign. This encouraged consumers to focus on the positive additions they can make to their diets to support better everyday nutrition, to ultimately fuel their health and reduce the risk of diet-related chronic disease. 

Whitworths Commercial Director and Director of Health, Phil Gowland said: “Securing this partnership with Tesco is a significant step forward for our plans for Whitworths. It reflects the confidence we’re seeing in Nutty Kitchen Supermince and its potential to bring something genuinely different to the category.

“Consumers increasingly want convenient ways to improve the nutritional quality of everyday meals without sacrificing taste or completely changing what they eat. With Tesco’s scale, we have a real opportunity to bring that proposition to a much broader audience and make good nutrition feel easy, accessible and achievable for everyone.”