Rubies in the Rubble – Product Development

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Rubies in the Rubble, a sustainable condiment brand, were selling their products across various retailers, but they wanted to improve the quality of their plant-based mayo.

They needed help understanding what the problem was, stabilising the product and developing the recipe to improve its overall flavour. They also wanted to extend their product line by creating a new chilli mayo.

Rubies in the Rubble - Product Development 1
Rubies in the Rubble - Product Development 2


Our NPD Consultant came on-board and did a full route cause analysis on the issue. They conducted a co-packer site visit to identify any flaws in the process and treatment of ingredients.

While there were standard methods to stabilise fats in the industry, Rubies wanted to have clean-label ingredients only. Our Consultant researched novel solutions and found a suitable way to incorporate them. They then focused on the recipe development of the plant-based mayo and the new chilli mayo SKU.

They tested over 100 versions of the mayos and soon landed on two fantastic recipes that Rubies would be proud to add to their range. All that was left was to take the recipe to the co-packer to make sure it could be scaled.


Rubies in the Rubble are now selling their new Plant-Based Mayo and Chilli Mayo in major retailers, including Sainsbury’s and Ocado. The new recipes have been a hit with consumers and have become some of the leading plant-based mayo’s on the market.

Rubies in the Rubble - Product Development 3

“We were looking for a partner to help develop a range of vegan mayos. Through Young Foodies we found an NPD Consultant – a scientist turned food developer – passionate about delivering great flavour, and understanding scientifically why certain formulations might or might not work. They were a gem to work with, and smashed the brief, delivering flavour that had our products winning blind tasting vs the nations favourites.”

Nish, Rubies in the Rubble

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