CAUGHT ON CAMERA AT THE 2017 WINTER FANCY FOOD SHOW

Beet it: The Foraging Fox offers a new twist on ketchup

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Beets are making their way into everything from sports nutrition products to snacks, salads and juices, but do they belong in ketchup?

The Foraging Fox – a British brand making its debut at the Winter Fancy Food Show last month – doesn’t see why not.

Founder Frankie Fox told FoodNavigator-USA: “The kitchen project started with a glut of beetroot and apples we had one year in the garden. I wanted to make something with the kids that they wanted to eat, and I though ketchup’s not rocket science. I wanted to keep the ingredients list simple, things that I have in my cupboard or in the garden.”

She added: “Beets and apples are naturally sweet so you don’t have to add much sugar… Apple brings out the natural sweetness of the beetroot and takes off the earthy edge to it.

“The brand is actually named after my father, the original foraging fox, and in memory of him, as he was a plant and mushroom expert.”

The brand, which was launched in the UK about 18 months ago and is stocked in more than 850 stores, is now available in several overseas markets, said Fox, who was seeking a US distributor.

“In the US, we’re speaking to retailers and distributers and the feedback has been incredible, so I’m really thrilled.”

Original beet ketchup ingredients: Apple, Beetroot (37%), Red Grape Vinegar, Golden Granulated Sugar, Olive Oil, Sea salt, Spices

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