A Liverpool couple who launched a gut health business in 2025 have won yet another prestigious award, just over a year after starting out. Daniel Fisher-Jones and Alice Critchley, the couple behind Wild Pantry, have been named Best Start-Up at the Merseyside Independent Business Awards 2026, marking another major milestone for their rapidly growing fermented food business.
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The latest success comes after an incredible first year for the couple, who have now sold more than 13,000 bottles and jars of their products, secured over 14 independent stockists and expanded into a brand new production facility in Ormskirk. To top it all off, they’ve also launched nationwide delivery, meaning their gut-friendly creations can now be enjoyed by customers across mainland Great Britain.
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It’s a remarkable achievement for a business that started with the couple experimenting with fermented foods in their own kitchen. Wild Pantry was born after Daniel was diagnosed with Barrett’s oesophagus, a condition affecting the lining of the food pipe which can increase the risk of oesophageal cancer.
Having experienced digestive problems for years, the diagnosis prompted the couple to take a closer look at their diet and explore fermented foods such as sauerkraut and water kefir. They began making their own products at home, initially for themselves before sharing them with friends and family.
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However, they soon realised there was an opportunity to create something different, making fermented foods that weren’t just associated with gut health but actually tasted delicious too. With their motto ‘Gut Health Made Delicious’, Wild Pantry was launched and the couple haven’t looked back since.
Their first public market took place at Liverpool’s Baltic Market in August 2025, where they were unsure whether customers would embrace their unusual range of products. But their fears quickly disappeared as shoppers began returning for more, with many becoming loyal customers and regular subscribers.
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Since then, Wild Pantry has become a familiar sight at markets and festivals across Merseyside, Wirral, Cheshire and Greater Manchester. Their handmade products, including water kefir, sauerkraut and fermented salsa, are now stocked at independent businesses including Woolton Farm Shop, Purple Carrot, Wild Pear, The Little Farm Shop, Melling Farm Shop and Solo Bread.
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The couple have also picked up a string of accolades for their products, including two Master Awards at the Nature Made Food & Drink Awards 2026 and a Great Taste Award. Their latest triumph at the Merseyside Independent Business Awards was particularly special, coming during one of the busiest weeks in the company’s short history.
Just hours before attending the ceremony, Daniel and Alice were busy making sauerkraut in their new Ormskirk production unit, which had only just become fully operational. Later that evening, they found themselves on stage collecting the Best Start-Up award, sponsored by Bruntwood.
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Daniel said: “When Alice and I started Wild Pantry, we knew very little about running a food business. We just knew how much fermented food and drink changed our lives for the better, but the flavour wasn’t always the best. A little over a year later, we’ve sold more than 13,000 bottles and jars, built relationships with some brilliant independent stockists and met thousands of people at markets and festivals across the North West.”
For Daniel, the timing of the award made the achievement even more memorable. He added: “What makes this award particularly special is the timing. A few hours before the ceremony, we were in our new unit making sauerkraut. That same week we launched national delivery. Then suddenly we were standing on stage as the Best Start-Up in Merseyside. There’s still so much we want to build, but this feels like a moment where we can look back at what has happened since that first market and be proud of it.”
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For Alice, one of the most rewarding aspects of their journey has been seeing the community of customers that has grown around Wild Pantry. She said: “One of my favourite parts of Wild Pantry has been watching people become part of it with us. We have customers who first tried us at a market and now come back every time they see us. We have subscribers who get their regular order every fortnight and independent shops that have backed us as we’ve grown.”
She added: “We make these products ourselves, so seeing someone taste something we’ve spent days making and then come back to buy it again means a lot. Winning this award was a lovely moment for us both, but it also feels like recognition for all the people who have supported a very small local business from the beginning.”
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Despite their rapid growth, Daniel and Alice remain committed to the independent markets and local customers who helped them get started. Their new production unit will allow them to increase output and develop new products, while nationwide delivery opens up a whole new customer base beyond Merseyside.
And although Wild Pantry is now an award-winning business with thousands of sales under its belt, the couple still enjoy introducing people to fermented foods for the very first time. From experimenting with recipes at home to being crowned Merseyside’s Best Start-Up, it’s been quite a journey for Daniel and Alice — and with their business continuing to grow, this could be just the beginning.
Daniel Fisher-Jones & Alice Critchley / Wild Pantry
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