Feel Complete’s Aura Sea Salt Wins 'Best New Organic Food Product' at Natural & Organic Innovation Awards 2025
Disruptive salt brand beats luxury Dubai chocolate to claim top honour for taste and innovation
COTSWOLDS, UK – Feel Complete’s Aura Sea Salt has been named Best New Organic Food Product at the prestigious Natural & Organic Innovation Awards 2025, beating several innovative entries—including a premium chocolate brand from Dubai—to take home the top prize.
Launched just five weeks ago, Aura Sea Salt is the world’s first organic sea salt naturally infused with vitamin D from organic shiitake mushrooms. It’s handcrafted in the Cotswolds using Celtic Sea Salt and available in five distinctive flavours including Wild Garlic, Turmeric & Black Pepper, and Cayenne & Paprika.
The judging panel praised the product for “reinventing an everyday essential in a way that’s both health-driven and genuinely delicious.” One judge noted, “This isn’t just salt, the functionality is impressive, the sourcing is thoughtful, and the flavours are superb. It’s a product that makes you wonder why no one thought of it sooner.”
Another panel member commented: “We tasted everything from speciality honey, super greens blends to Dubai chocolate, but Aura Salt stood out. It’s innovative without being gimmicky—and the fact it beat a premium luxury chocolate from Dubai shows how exciting and relevant this product is.”
Aura Sea Salt delivers up to 100% of the daily vitamin D requirement in just a pinch, while containing up to 30% less sodium than standard table salt. It’s organic, vegan, and designed to support immunity, bones, mood, and overall health through real food—not pills.
Founder Aaron Providence said:
“This isn’t about awards—it’s about proving that better health doesn’t have to come in a supplement bottle. We created Aura Salt to be a simple, natural way to make real meals more functional. For it to be recognised by the industry this early on, especially against such impressive competition, is surreal. We’re just getting started.”
