Fermented food brand Eaten Alive has secured its first grocery listing, rolling three lines into Tesco.
The startup’s Rainbow Kraut, Soy & Chilli Smacked Cucumbers, and Classic Kimchi have rolled out in 521 stores nationwide (rsp: £3.85/285g).
Rainbow Kraut, made with eight vegetables, was “bursting with gut-friendly bacteria”, while Soy & Chilli Smacked Cucumbers was the “ultimate ingredient for autumn 2026”, said Eaten Alive. Both products were developed exclusively for the Tesco launch.
Meanwhile, Classic Kimichi was the first product Eaten Alive launched 10 years ago. It combines Chinese leaf and crunchy shredded veg with ginger, chilli and garlic.
The entire range is vegan and contains no additives.
The listing marks Eaten Alive’s first entry into a national supermarket. The brand was previously stocked in Planet Organic, Whole Foods, Borough Market and independent delis.
It also supplies to restaurants including Gordon Ramsay Restaurants, Leon, Gail’s, Wagamama and Tortilla.
To prepare for the Tesco rollout, the business has almost doubled its production space and grown its team to more than 50 employees.
Founded in 2016 by London-based chefs Pat Bingley and Glyn Gordon, Eaten Alive produces ‘live’ fermented creations designed to support gut health.
Bingley and Gordon have more than 20 years’ combined experience across some of the UK’s top restaurants. They bonded over a shared passion for fermentation, flavour and the link between live cultures and health.
“Eaten Alive is all about sharing the delicious, unique flavours and health benefits of fermentation,” said Bingley. “Landing a place on the shelves of Tesco is a milestone moment for our business and a huge step forward in our mission to put fermented foods on the plates of the nation.
“Adding fermented ingredients to dishes brings layers of complexity and umami that really make the finished dishes zing, plus a health boost for the gut.”
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