A York food company founded by rugby players has scored in 2024 with a raft of new products and a new flagship store.
The Heroes Journey has also taken part in a range of local events and community activities as it promotes its high protein and healthier offerings.
A main highlight was launching the store on the first floor of Browns department store in the city centre.
The store showcases the company’s popular lean meat and snack ranges, such as The Lions Kingdom and The Wizards Magic, but has also introduced exclusive brands not yet available in major retailers.
This year The Heroes Journey introduced several exciting new products, which the York-based company says are designed to promote healthier eating without compromising on flavour.
They include Wolfpack, a high-protein pork crisp range; The Temples of Our Gods, offering premium biltong and jerky; and The Young Bulls, designed to infuse Spanish flavours into everyday meals.
In addition to the store, The Heroes Journey report success in promoting its Wizards Magic products with stalls at the York Chocolate Festival and the York Food and Drink Festival, hosting vibrant stalls at both.
CEO and founder Charlie Simpson-Daniel said: “As a company we have really enjoyed growing our presence in our home city of York, a place very close to the company’s heart, and my own.
When I finished my rugby career, York scooped me up via the university and has given me so much opportunity, and so it is a dream come true to build our businesses here.
“The shop has granted us the opportunity to develop and test new concepts before bringing them to major retail, which is a very unique advantage.”
Charlie continued: “2024 has been a whirlwind year and as we look toward 2025, we are blessed with upcoming launches of Ostrich in Tesco, Biltong & Jerky in Aldi, Heavenly Popcorn (popcorn for dogs) in Sainsburys, Antelope Steaks & Burgers in Morrisons, Wagyu Grillsteaks in Asda, Heavenly Sheep Liver in Lidl, Giant 900g Multipacks of Heavenly Beef Liver in Costco and, of course, The Wizards Magic Chocolate on Ocado too.”
“This is all made possible by a unique and passionate team, and products now supported, sculpted, and moulded by the collective taste buds of the city of York before they set forth into the battleground of Major Retail.”
Looking ahead to 2025, the Heroes Journey says its focus is on growth and collaboration, with new opportunities for and continued involvement within York.
The coming year will also see the continued expansion of The Heroes Journey brand, with exciting launches planned in major retailers nationwide. With these values, The Heroes Journey is certain to continue its journey solidifying its place in the market and bringing healthier alternatives to even more people, the company added.
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