Fortnum & Mason backs innovative Gloucestershire start up

A Cotswolds startup is stepping onto one of the most prestigious stages in food retail. Feel Complete’s Aura Sea Salt has been selected as one of just ten brands nationwide to feature in Fortnum & Mason’s Fortnum & Makers programme, launching this August.

Chosen from more than 200 applicants, Aura Sea Salt will be stocked in Fortnum’s iconic Piccadilly Food Hall from 14th August, with a dedicated window display on 15th August — a space usually reserved for world-famous luxury brands.

Aura Sea Salt is handcrafted in the Cotswolds, blending natural sun-dried Celtic Sea Salt with a special organic shiitake mushrooms to provide a daily dose of Vitamin D in every pinch. Already an award-winner for innovation and taste, it has quickly gained a reputation as a product that combines flavour, function, and clean organic ingredients.

A spokesperson for Fortnum & Mason said:
“We truly loved the innovation behind Aura Sea Salt enriched with vitamin D — a thoughtfully researched and carefully crafted product that offers a simple, effective way for consumers to enhance their everyday cooking. The flavour profiles strike a wonderful balance between being both intriguing and commercially appealing.”

They added:
“We greatly admire Feel Complete’s commitment to sustainability, demonstrated through their collaboration with the Soil Association and the compelling data they shared highlighting the growth and importance of organic produce. The opportunity identified with this product is impressive, particularly the focus on breaking it down into a manageable daily solution that resonates with customers.”

Founder Aaron Providence said:
“We started in the Cotswolds with a simple mission: to make good health the norm. To now see our product showcased at Fortnum & Mason — and to receive such strong recognition for the innovation, flavour, and vision behind it — is beyond anything we imagined when we began. This is a huge milestone for Aura Sea Salt, and for our belief that great health starts with great food.”

There will be an event at Fortnum's flagship Piccadilly store on the 30th August to celebrate the launch and enable the public to taste all 5 flavours of Aura Sea Salt. Tickets can be purchased here.

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