If you think how handy, nutrient-rich protein bars have revolutionised impulse aisles up and down the country, it’s easy to understand all the positive noise currently surrounding GSN’s (Gold Standard Nutrition) pioneering Pots of Gold – perfectly proportioned, nutritious ready meals for ‘on-the-go,’ health-conscious types living hectic, time-poor lives.
It wasn’t so long ago that well-intentioned ready meals were in the cross hairs of the well-meaning yet high-minded foodie fraternity who positioned convenient ready meals at the very epicentre of the obesity epidemic; lazy plastic trays packed with over-processed meals made from excessive sugars, salt and artificial nasties. As with all food & drink aisles there are always drab, poor-quality offerings that give ready meals a bad name! By the same token there are also discerning category champions like Cook who have left no stone unturned into their quest to turn World Cuisine classics into tasty in-tray meals. The simple truth is that not everyone can cook, wants to cook or even attaches that much importance to home cooking. These people’s priority is to track down tasty, convenient meals of a healthier disposition.
Pots of Gold, as the name suggests, are perfectly proportioned, palm-sized pots that can be retrieved from your freezer and popped inside a microwave to effortlessly provide a quick, nutritious feast. Their initial appearance is akin to something you may have seen a pensive American detective plunge a fork into on TV but this is where all comparisons end, because these British-born tubs contain healthier living twists (protein-rich, low sugar + low salt) of everyday classics.
In early 2024 Sweet & Sour became GSN’s most successful new launch pot with Chicken Tikka Masala not far behind. Today this eclectic range of ‘fork-friendly’ feasts is 20-strong, containing diverse offerings of timeless classics including: Breaded Katsu Chicken Curry, Salt & Pepper Chicken Noodles, a mean Mexican Beef Chilli Caribbean Jerk Chicken, Peppercorn Chicken and English breakfast.
According to GSN founder, Craig Allen ‘Our Pots of Gold first made their name within the indie gym scene where committed gym goers were looking for tasty, post workout fuel of a savoury persuasion that didn’t undermine their healthier living aspirations. With COVID forcing gyms and leisure centres to temporarily close down, Pots of Gold repivoted to B2C which now generates 55% of all sales. By now the word was spreading far and wide and we were constantly finding ourselves approached by institutions as diverse as the NHS, university refectories, army barracks, ambulance and police stations) all looking something new and convenient to offer their customers.’
In 2024 Gold Standard saw their versatile, leading meal offering attract the attention of a leading garage forecourt provider (Valli), some significant foodservice operators, some export opportunities and perhaps most excitingly some high street retail stores (Co-op, Spar…). It seems only a matter of time before a major airline, ferry or train operator comes calling.
Gold Standard Nutrition is a Northern food manufacturing hero, a small Selby-based business with a fresh, healthy take on the enduring ready meal, so next time you peer into your local store freezer and see a proud, podgy ready meal pot peering back, remember it was born in Yorkshire.
To find out more and to view the full product range, visit Mygsn.com
