Alfreton entrepreneur celebrates as Asda picks up snack range

Posted by: Katie King

Thu 19th May 2022

An Alfreton-based businesswoman is celebrating after her snack brand was picked up by Asda.

Rootles – a chocolate-covered, vegetable-based biscuit range – were developed by Helen Yates, who runs Luke Evans Bakery with her husband David.

Her product will be available in almost 100 Asda stores across the country after it was chosen by the retail giant as one of 15 emerging brands to join its Nurture programme.

The programme offers support and mentorship from experts on how to work with a large retailer, as well as the ability to reach more customers.

Rootles biscuits have lower calories, are lower in sugar and higher in fibre than traditional chocolate biscuit snacks.

The range includes crispy beetroot biscuits covered in white chocolate and crunchy carrot biscuits in milk chocolate.

Rootles biscuits are now on sale in selected Asda stores.

Catch up the latest news from other businesses in Alfreton here.

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