The Skinny Food Co is a Nottingham-based British healthy food brand founded in 2018 by entrepreneurs James Whiting and Wayne Starkey. The company develops affordable low-calorie and low-sugar alternatives to everyday favourites, helping consumers enjoy popular flavours without excess guilt or compromise. Its portfolio includes zero-calorie syrups, skinny sauces, reduced-sugar spreads, low-carb pasta and rice substitutes, baking mixes, snacks, drinks, and lifestyle products tailored to keto, vegan, diabetic-friendly, and gluten-free diets. Skinny Food Co operates primarily through direct-to-consumer e-commerce while maintaining strong distribution across major UK retailers such as Asda, Morrisons, Tesco, and Savers, along with leading discount chains and convenience outlets. The brand is recognised for rapid growth, bold social-media marketing, customer engagement, and continuous product innovation focused on taste, inclusion, and value-driven nutrition. Its vision is to expand further within Morrisons stores nationwide beside Tesco formats including Express, Extra, and online, reinforcing accessibility, transparency, and everyday affordability.