Less is more. You may associate that phrase with visual arts, design or music. Then again, it could apply as a business model or even a company name.
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At a time when consumers are shifting to clean, clear labels, Solely Inc., La Jolla, Calif., has built a burgeoning six-year-old business and organic product line that spans 25 SKUs, each made from only one to three ingredients. Moreover, the company has boldly expanded across such categories as snacking, with Organic Fruit Jerky (2018) and Organic Dried Fruit; entrées with Organic Spaghetti Squash (2020); and confections, with Organic Fruit Gummies (2021).
Last fall saw the brand come back with fusilli pasta made from just one ingredient: organic green bananas. Solely says it used its signature, patented cold-pressing process to transform dried green bananas into a traditional fusilli shape and texture. The dark-colored Organic Green Banana Fusilli Pasta cooks to an al-dente texture in just four minutes and is ready to be topped with a sauce or other ingredients.
“This concept was the first challenge. As a fruit-forward brand, we wanted to see how we could create an alternative to wheat- or grain-based pasta with only fruit,” says Simon Sacal, CEO of Solely. “We explored a variety of different options, evaluated supply chain availability and stability—and ultimately landed on the best possible option: organic green bananas. After considering traditional ripe, yellow bananas, we found that the taste, texture, and mouthfeel did not deliver and it did not hold up well. Based on our depth of expertise in the organic fruit industry, we realized the overwhelming strengths of the green, unripened banana in terms of flavor and overall ability to hold up and deliver on a real pasta experience.”
Sacal recognizes that green bananas have a less desirable profile among US consumers. However, they offer a good source of fiber, are high in iron and potassium, contain no added sugar, and are grain- and gluten-free. For the record, Solely is a subsidiary of Mexico City-based Fruitex S.A., which partners with a network of certified organic farms in Mexico and Latin America to source perfect and imperfect fruit.
Solely's Organic Green Banana Fusilli Pasta debuted last October at Whole Foods Market stores nationwide for $3.99. The product is non-GMO Project Verified, USDA Organic, certified kosher, and vegan- and paleo-friendly.
“At our core, we are food lovers. Solely is constantly searching for ways to rethink the 'better-for-you' food movement led by nutrient restriction and food modification, in pursuit of foods that are widely recognized as 'good-for-you,’” Sacal concludes. “We seek to push the boundaries beyond what is just permissible, to what is genuinely enjoyable, simultaneously still satisfying our need for healthy food. Eating pasta made from green bananas is a delicious way to add fruit, nutrients, and fiber to your diet, while enjoying simple, minimally processed foods that are better for farmers, the planet, and our communities.”
