James Cochran's Tips for Getting Your Product Noticed

In our 2022 food trends report, we predicted the rise of ‘chefs on shelves’ – big name chefs launching products in supermarkets, as a way to future-proof their businesses post-pandemic.

In the UK, one of the chefs who exemplifies that trend is James Cochran. Formerly of The Ledbury and an eponymous restaurant in the City of London, he was the ‘Champion of Champions’ on the popular BBC show, The Great British Menu, and has his own restaurant, 1251, in Islington.

Cochran was highly proactive during the pandemic, creating a fried chicken delivery concept when 1251 was closed that now has a dine-in bricks and mortar location in North London called Valderrama's, named after a famously hirsute Colombian footballer. 

At the same time, he was also in the process of launching a product that was very close to his heart. His fiery Scotch Bonnet Chilli Jam, inspired by his late mother’s Caribbean cooking, had already appeared in The Great British Menu and was a hit at 1251. He would always try to use it at events and at collaboration dinners, but he had reached a wall, and consistent quality was a problem.

Then he had a meeting with online retailer Sauce Shop and in late Summer 2021, after a year and a half of development that was stalled by the pandemic, the product was finally launched. It’s now Sauce Shop’s second-best seller after ketchup.

^{A dish at 1251. Photo: @lateef.photography.}

Move over Levi Roots

A year later, the Scotch bonnet jam has just been launched nationwide in 500 Sainsbury’s stores and online. “Levi Roots step aside mate, there’s a new guy in town,” jokes Cochran, referring to the Caribbean food entrepreneur who became famous after an appearance on the TV show Dragons Den and whose products are ubiquitous in Caribbean food aisles in British supermarkets.

Sainsbury’s contacted Sauce Shop because of the buzz around the jam. “Sainsbury’s said the chilli jam sector is a little past its sell-by-date,” puns Cochran, “they wanted someone new and refreshing to come in.”

While some might assume Cochran is now rolling in cash he’s quick to point out that his business takes a very small percentage from supermarket sales. But there’s no doubt the deal is “massive” for his overall business plans.

“The more people that buy it, the more money that sits in our bank. And when that happens then we can look at opening up another site if you want to or investing in something else. It’s an integral cog,” he says.

^{A burger at Valderrama's. Photo: @lateef.photography.}

There are other things chefs should be aware of when signing up with a large retailer he says. You’ll more than likely be asked to sign an exclusive deal, as Cochran has with Sainsbury’s. You’ll need to be constantly thinking ahead in terms of developing new products if you’re a hit (Cochran is already working on a chicken gravy mayonnaise and a burnt pineapple chutney).

And when it comes to scaling up, you must be prepared to alter your recipe for logistical and financial reasons. Cochran’s Scotch Bonnet Chilli Jam is made of five ingredients: red chillies, charred Scotch bonnet, tomatoes, vinegar and sugar. Now he’s had to replace tomatoes with puree and supplement the vinegar with water. That’s not necessarily a bad thing. “The product is still as good as what I was producing at the restaurant, if not better,” he says.

Overall, Cochran says, self-belief (something many chefs are not short of), is everything. “If you believe in your product as much as your restaurant, it will be a big success I’m sure,” he says. 

James Cochran’s tips for getting your product noticed

• The branding has to be explosive. It has to be really eye-catching.
• Have a story behind what the product means to you. People are so invested in food. If they get into your story then they're sold already.
• Go into local delis and cafes and give them a couple of [units] for them to try and to have a look at and maybe just sit on the side so people can taste.
• Try and get it onto the menu at [your] restaurant. Try and collaborate with other chefs, go to festivals with the product because the more people know about it, the better.
• You're going to get to a point where you cannot make the product yourself and you have no clue how to upscale it. That's where you can approach companies to help you push forward.
• It takes a lot of hard work and it doesn't happen overnight. You’ve got to be patient with it.

How to use James Cochran’s Scotch Bonnet Chilli jam in savoury dishes

Cochran suggests using the jam as a marinade or due to its high sugar content, a glaze when barbecuing. He also uses it in stews and curries, to baste meats, and with a classic cheese on toast – an “absolute winner” he says. The most famous use for it is as an accompaniment for his signature fried chicken. Get the recipe for James Cochran’s 1251 fried chicken below.