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The company’s plans for expansion don’t stop there, as the brand is working with new technology behind the scenes to enable the creation of crispy snacks that are completely oil-free. Fruit-based snacking options are set to follow, alongside products using other vegetables. Sustainability forms a key part of the brand’s ethos with future plans including the incorporation of recyclable packaging. Where to buy Simply Okra will be available on the brand’s website in September whilst making its way across retailers in the following months. 16 JOIFUL HEALTH FOODS J oiful Health Foods started life four years ago as a brand producing the purest possible form of basmati rice, which was used by several Michelin Star restaurants across London. With the aim to offer value for money without ever skimping on quality, the company prides itself on its organic extra-long basmati rice and range of organic lentils. An innovative approach Adding snack products to the brand’s offerings has always been on the agenda. After building a strong presence in the Asian groceries sector, Joiful Health Foods is launching Simply Okra, a healthy snacking alternative targeted towards the UK’s mainstream snack market. Guilt-free snacking A vegetable yet to make its way to mainstream retailers, okra (also known as lady’s fingers) hails from Africa and is commonly consumed in Asian and South American cuisine. Okra is believed to tout several health benefits, which makes it the perfect guilty pleasure for the UK’s growing population of health-conscious consumers. Joiful Health Food vacuum fries its okra, creating a satisfying crunch while reducing the absorbed fat. The result is a low-calorie snack that is ideal for eating on the go, at the desk or even as a crunchy topping for Adding snack products to the brands offering has always been on the agenda, and after getting to know the food landscape and establishing a name in the Asian grocery market, Joiful Health is now looking to innovate in the snack sector and is gearing up to launch its first snack The symbol of purity on the Joiful Health logo is a representation of the brand’s ethos. The hands, shaped like a heart, represent the love poured into ensuring excellence across the brand’s products. Joiful Health Foods strives to be ethical, innovative and create trust in the hearts of customers. SYMBOL OF PURITY LOGO: WHAT DOES IT MEAN? @specialityfood salads. With the goal of introducing okra all over the UKmarket, Joiful Health Foods aims to deliver affordable price points to make their new and innovative snacking option as accessible as possible. The natural choice for customers and retailers Joiful Health Food celebrates natural snacking and strives to ensure its products are free of added sugar, salt, additives and preservatives. The company delivers on the name Simply Okra with the snack’s listed ingredients being only okra and rice bran oil. In the future, other exciting flavours such as Sriracha will be added to the range. OKRA ISPACKED WITHVITAMINS ANDMINERALS INCLUDING MAGNESIUM, FOLICACIDAND VITAMINC. IT ISBELIEVED TOLOWERBLOODSUGAR LEVELS, BOOSTDIGESTION ANDBEPACKEDWITH ANTIOXIDANTSWHICHCAN PROMOTEHEALTHIERSKIN. DID U KNOW SIMPLYOKRA THEGUILTESSWAYTO SNACK Joiful Health Foods aims to take the healthy snackmarket by stormwith Simply Okra – a delicious, new way to snack