Salt's getting a pep-up

SHAKING up the seasonings scene is culinary newbie Feel Complete Group’s mission — and it’s going from strength to strength as it transforms salt into a foodie fest popping with flavours and vitamin D.

- Maisha Frost

Now sprinkled with accolades for its great taste and crowned this year's Best New Organic Food Product, the UK company’s Aura Sea Salt brand was also awarded a prestigious window launch at premium grocer Fortnum & Mason’s Piccadilly store.

Salt’s universal simplicity has led to it being underrated as an innovation hot prospect. But company founder Aaron Providence thought differently. After three years development he’s realising Aura’s potential as both a new style kitchen staple and perfect gift.

Based on Celtic Sea Salt sustainably harvested from marshes in northern France, Aura is infused with organic shiitake mushrooms that naturally deliver the daily vitamin D dose recommended by the NHS.