What we do is...

One ingredient. Everything better. Pure MSG that turns good food into the kind you can't stop eating.

SHOP MSG WHY MSG?
Practising for our Netflix documentary… (might still need some work!)
Nicky Josh
Made for
flavour
Seriously
delicious
Elevate
everything
Make home kitchens
great again

WHAT'S IN STORE?

two ways to make sh 't good

WAIT, ISN'T MSG BAD FOR YOU?

nope. that myth got debunked decades ago.

  • It's already in your favourite food. Glutamate occurs naturally in tomatoes, parmesan, mushrooms and your mum's gravy.
  • Regulators class it as safe. The FDA, WHO and EFSA all agree. The scare came from one 1968 letter, not the science.
  • It has two thirds less sodium than salt. More flavour, less salt. You're welcome.
READ THE FACTS

Don't just take it from us...

Financial Times "Why chefs are finally getting the MSG" Read more → CNN Travel "The changing views on MSG" Read more → The Guardian "Has MSG been unfairly demonised?" Read more →

QUESTIONS?

ask away

Is MSG actually safe?

Yes. The FDA, WHO and food regulators worldwide classify MSG as safe. The old scare traces back to a single anecdotal letter in 1968, and the science has never backed it up.

What does MSG taste like?

Savoury, meaty and mouth-filling, a quality called umami. It deepens and rounds out flavour without adding sweetness, sourness or bitterness.

What can I put it on?

Basically everything savoury. Eggs, popcorn, pasta, roast veg, meat, fries, soups, rice. If it is savoury, it is better with a shake.

When will my order arrive?

UK orders ship within 1 to 2 working days and usually land within 3 to 5 days. Free UK shipping on orders over £20.

SEE ALL FAQs