Birmingham based healthy food start-up shortlisted for Shell LiveWIRE Grand Ideas Award

Frumtious, a health conscious natural food company which produces fruit based snacks suitable for all diets and ages, has been shortlisted as one of ten to win a Shell LiveWIRE Grand Ideas Award. The national competition required entrants to submit a detailed application followed by a 60 second elevator pitch. Frumtious will now be scored by judges as well as online votes, with four prizes worth £1,000 up for grabs.

Ben Smith, Founder was delighted to have been shortlisted, “it’s great that our product has been recognised. The UK has one of the highest obesity rates in the World. We’re trying to help tackle this major problem through tasty convenient foods. Winning this award would allow us to produce packaging and get the product on the shelves. Please, get online and vote for us!”

Ben has been working with mentor Emma Jennings, Director of The Studio; a small chain of conference centres. She said, “We have been delighted to have the opportunity to work alongside such an enthusiastic, ambitious and driven young entrepreneur. It’s exciting to be part of taking this fantastic product to market. What has been particularly rewarding for us is to see the similarities in our brand and business ethos, we have no doubt this is a business, a product and a brand that is going places!”

Frumtious have created an innovative healthy snack. The flagship product is a pot of real fruit, blended with a vegan setting agent. No unnatural ingredients are used in its production, ensuring it provides a healthy, easy and convenient source of fruit on-the-go. The fruits chosen are specifically selected to give a great taste and to give additional nutritional benefits, known as ‘superfruits’.

To vote for Frumtious, please visit

Frumtious registered in May 2013 and is being support by the BSEEN programme, part-funded by the European Regional Development Fund. Frumtious have already won the Aston Enterprise Award, in association with Ernst and Young. They have worked with London based market research company Marketest, had investment to develop the product’s nutritional values and have started working with Umamidesign, a branding agency with expertise in the food sector. Ben hopes to have Frumtious on the shelves towards the end of 2013.


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