'We wouldn't be able to compete if we brought out lassi in strawberry, vanilla and chocolate': Lashbrook Lassis

14-Jul-2015 - Last updated on 16-Jul-2015 at 21:27 GMT

British spiced drinking yogurt brand Lashbrook Lassis says "pushing the boundaries" with flavour was key to separating itself from the pack.

The Lashbrook Lassis range, manufactured in Oxfordshire, was developed by Joanna Howson and her partner Matthew Hulett after a three-month stint in India.

Inspired by the traditional Indian blend of yogurt, fruit, nuts and spices, they came up with three flavours - beetroot, fig and cinnamon; coffee, pistachio and cardamom; and pear, spinach and ginger.

"What we're interested in, like I guess Ben & Jerry's, is pushing the boundaries with our flavours," Howson told DairyReporter.com.

"We wouldn't be able to compete if we brought out lassi in strawberry, vanilla and chocolate," she said.

World flavours

On their return from India, Howson and Hulett, both former teachers, moved into Lashbrook Farm in Henley-on Thames, Oxfordshire, where they began making lassi in their kitchen.

mat and jo — Hulett and Howson designed every aspect of the Lashbrook Lassis brand themselves, including the logo and packaging.

It proved so popular with friends and family, they began selling it at farmers' markets in the area and Lashbrook Lassis was born.

As demand increased, they moved production to Nettlebed Creamery in Henley-on-Thames.

Initially, Howson and Hulett produced their own yogurt, but began sourcing it from a local dairy to focus on flavour.

"We spent a long time playing around with a lot of different flavours," said Howson.

"We got a really positive reaction and from that that we came up with our top three. Then we began going to farmers markets and food festivals, where we got fantastic reaction."

“There is that desire to experiment and delight in new tastes and world flavours,” she said.

"We're getting interest from third-generation Asians, but also from healthy, on-the-go professionals. We’ve also found that sports people have also been really drawn to it."

Premium listings

Last month, at the Zenith International Global Dairy Congress in Amsterdam, Lashbrook Lassis was also given the approval of the industry, when it won an Entrepreneur Shoot Out, beating Mr Sherick's Shakes, Lick Yogurt and The Science Kitchen.

Now, with extra confidence under their belts, Howson and Hulett are close to securing in-store listings for Lashbrook Lassis.

"We're looking at premium, independent London-based stores," said Howson, "that's where we're heading."

"The conversation is there and the interest is there," she added.