A Stonehouse-based startup is stepping onto one of the most prestigious stages in food retail. Feel Complete’s Aura Sea Salt has been chosen as one of just ten brands nationwide to feature in Fortnum & Mason’s highly anticipated Fortnum & Makers programme, launching this August.
Selected from more than 200 applicants, Aura Sea Salt will go on sale in the legendary Piccadilly Food Hall from 14th August, with a dedicated Fortnum’s window display on 15th August — a platform typically reserved for world-famous luxury brands.
Handcrafted in the Cotswolds, Aura Sea Salt blends natural sun-dried Celtic sea salt with organic shiitake mushrooms, delivering a natural daily dose of Vitamin D in every pinch. Already an award-winner for both taste and innovation, the product is quickly earning a reputation for combining flavour, function, and clean organic ingredients.
A Fortnum & Mason spokesperson said: “We truly loved the innovation behind Aura Sea Salt enriched with vitamin D — a thoughtfully researched and carefully crafted product that offers a simple, effective way for consumers to enhance their everyday cooking. The flavour profiles strike a wonderful balance between being both intriguing and commercially appealing.”
They added: “We greatly admire Feel Complete’s commitment to sustainability, demonstrated through their collaboration with the Soil Association and the compelling data they shared highlighting the growth and importance of organic produce. The opportunity identified with this product is impressive, particularly the focus on breaking it down into a manageable daily solution that resonates with customers.”
Founder Aaron Providence commented: “We started in the Cotswolds with a simple mission: to make good health the norm. To now see our product showcased at Fortnum & Mason — and to receive such strong recognition for the innovation, flavour, and vision behind it — is beyond anything we imagined when we began. This is a huge milestone for Aura Sea Salt, and for our belief that great health starts with great food.”
To celebrate the launch, Fortnum & Mason will host a special tasting event at its flagship Piccadilly store on 30th August, where visitors can sample all five Aura Sea Salt flavours. Tickets are available HERE
