Kitchen Crafted carves new space for savory spreads

By Adi Menayang contact

- Last updated on GMT

Kitchen Crafted carves new space for savory spreads

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The Florida-based small brand Kitchen Crafted recently launched a line of two savory spreads, called SPRD, flavored Marinara Mia and Creole Mayo Spread. It just struck a deal with its first bigger chain grocer (Lucky’s Market in Florida), and founder Niroo Kamdar says its product positioning is key in attracting distributors and buyers.

With all the snacking in lieu of meals​ US consumers do these days, Kitchen Crafted​ would’ve found tough competition in the burgeoning dip section. That’s why the company is branding itself as a ‘savory spread.’

Carving out a novel category is a strategy that Kamdar, who founded Kitchen Crafted with his family, learned from his long career in strategy, forecasting, and analytics at Kraft. Most US consumers aren’t so familiar with having a savory spread for aperitifs or when they’re entertaining, Kamdar argued, and chips and dips reign as the go to party snack​.

“We based it on how people substitute products,” ​he added. It’s a mathematic process. “Let’s say for example there are two categories, like gelatin or pudding,” ​he said. “And if you come up with another brand of gelatin or brand of pudding, then the kind of share you’ll get is much smaller than if you came up for a new category for dessert.”

Welcoming more flavor

The company was started in late 2016, selling dry spice blends (BLND) sold online on Kitchen Crafted’s website. The SPRD line launched in January 2017.

Their brick-and-mortar reach is still quite small, selling at Florida’s Lucky’s Market and Earth Origins, but Kamdar said that the time is right to market flavorful spreads and spice blends in the US.

I came to the US 40 years ago. When we got married, my wife had all these spices on four to five shelves, like a typical Indian household,” ​he said. “We invited some couples, and they saw the spices, and someone commented ‘Are you in the spice business?’” he laughed. “If you think about it, three decades ago, the idea of spices in the US was just salt and pepper.”

But Kamdar noticed the rising propensity towards spicier foods and diverse flavors US consumers today have that many other trend forecasters have noticed​. “In recent times, Americans are demanding food from more global cuisines,” ​he said.

Social media videos to familiarize the audience

Kamdar said that in store demos and social media videos are pivotal in building awareness about SPRD, not just as a brand, but also how to use savory spreads in day-to-day life.

“We wanted to partition the market, so our whole concept from day one was to create a new category of condiment,” ​he said. “People still need to be familiarized, so we had James beard chef Andy Williams to create eight different recipes [with SPRD] and we created videos.”

The videos resemble the popular, bite-sized, 30-second overhead-view cooking tutorials that are sprinkled throughout social media, published by content creators like Tastemade or Buzzfeed’s Tasty. It fits the style of the demographic Kitchen Crafted wants to target, Millennials.

“They’re much more exploratory,” ​Kamdar said. “They used to like the same foods, but now they’re exploring all the different cuisines.”

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Looking Forward To Seeing SPRD In More Reatilers

Posted by Kim Sturgess,

Had an opportunity to taste SPRD and it is delicious! Love the fact it is all-natural and adds a lot of flavor to my dishes. I don't live near a Lucky's or Earth Origins - so hoping to see it in a Publix soon!

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Posted by Niroo Kamdar,

Kitchen Crafted SPRD and BLND are 100% Natural, gluten-free, and spices are non- irradiated to serve mindful eaters with flavorful and sensual food.

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