Skinny Food Co

Not Guilty Food Co was established in 2018 by Wayne Starkie and James Whiting with a focus on creating healthier alternative versions to popular high in saturated fat, salt and sugar (HFSS) junk foods. The company was initially launched with a range of sugar-free zero-calorie syrups and condiments that are water-based and artificially sweetened.

The company sells products directly to consumers through their website, but has also expanded to a range of UK supermarkets, including Spar in 2019,^[3] Morrisons in 2020,^[4] Lidl in 2021,^[5] Asda in 2022^[6] and Tesco in 2023. Skinny Food Co products are also available in health food stores such as Holland & Barrett and discount shops such as B&M and TK Maxx.^[7]

In 2021, founder Jame Whiting was named in the Forbes 30 under 30 in the retail and e-commerce category.^[8]

In 2022 the company was listed eighteenth on The Sunday Times 100 list of fastest growing companies in the UK.^[9]

The Skinny Food Co brand has also undertaken sponsorship deals with professional sports clubs in the Midlands and North of England, including football clubs Huddersfield Town AFC,^[10] Birmingham City FC, Hull City AFC^[11] and Nottingham Forest FC.^[12]

The company's products initially focussed on sauces and syrups, however they are now reported to manufacture over 200 lines,^[13] mostly low-sugar and low-calorie foods, including:

• Zero Calorie Syrups - Sugar-free syrups for use in breakfasts, desserts and drinks
• Skinny Sauces - Low calorie, fat-free and sugar-free condiments
• Skinny Spreads - Sugar-free chocolate spreads and fruit preserves
• Chocoholic Collection - Low-sugar chocolate bars and other confectionery
• Carb Alternative Options - Low-carbohydrate versions of bread, noodles, rice and pasta
• Baking Kits - Low-sugar baking mixes for cookies and cakes