TWO West Midlands brothers who started a seasoning business with just £100 in their mum’s kitchen have landed a major deal to stock their products in 320 ASDA stores nationwide.
Lumberjaxe, founded by Brendon and Jaydon Manders and backed by Dragons’ Den investor Emma Grede, saw its 30g single-serve seasoning sachets go on sale in ASDA last month, priced at £1.25, dropping to £1 during regular promotional periods.
The portion-controlled format is designed to cut waste and make it easier for home cooks to try new flavours without committing to full-size jars.
The range includes Backyard BBQ, Moonshine Mango, Cowboy Butter and Louisiana Cajun, aimed at everything from quick midweek meals and air fryer dishes to barbecues and holidays.
Raised in a single-parent household in Birmingham, the brothers say their inspiration came from family barbecues around their grandad’s brick-built grill, where food and laughter brought people together.
Their story caught national attention when they appeared on BBC’s Dragons’ Den, securing backing from fashion and business heavyweight Grede.
She said: “Brendon and Jaydon remind me why I love investing in people.
“They have such heart and a crystal clear vision.
"I knew if anyone could turn their passion into a business that inspires families, it would be them and we have worked together to come a long way with the business in such a short space of time.”
Brendon said: “Emma didn’t just invest in our seasonings, she invested in us as people, and believed in us from the start.
“Coming from a very similar background to us, she related with our story and our determination, and gave us the chance to turn a kitchen dream into a business that can reach millions.”
she was drawn to their “heart” and “crystal clear vision”, while Brendon said her belief had helped turn a “kitchen dream into a business that can reach millions”. Jaydon added that the ASDA listing shows how passion, hard work and the right support can turn a £100 idea into a national brand.
