Although there is an increasing range of gluten-free and free-from products available in the supermarkets, it doesn’t necessarily mean that they are that healthy. They can very often have high levels of fat, sugar or salt especially when it comes to snacks.
Spotting a gap in the market Sara & Maria Trechman decided to create Well&Truly to offer consumers in the UK a better, healthier alternative that tasted great. Their first product is a 40% Less Fat Tortilla Chip.
“Less than a year after launching a business, Sara and Maria Trechman got their allergen free products stocked in more than 1,000 Tesco stores across the UK.”
“How did you come up with the idea for Well and Truly and turn that idea into an actual business?”
“We saw a gap in the market for a brand with excellent tasting snacking products that were also better for you. With 55% of the UK’s population buying into ‘FreeFrom’ we knew that allergen free products were extremely important, but so were additional benefits such as lower fat or lower sugar.”
“How did you convince Tesco to stock your products despite being such a new brand and what’s your advice to other small business owners for pitching to big retailers?”
“It’s all about persistence! Sometimes you’ll just be lucky and a buyer will will give you their time early on otherwise you’ll have to try much harder. We found that having a unique product/proposition and a brand built on the wants and needs of the UK consumer helped us grab the attention of the buyer.”
“Our Tesco listing was a huge moment for us as it was our first listing and the first time we saw our product on the shelves in store. Building and nurturing relationships with the different buyers is key and you need to maintain a good dialogue with them and let them know about new trends, new products you are developing, positive consumer feedback and good press coverage.”
“Your business is in a very competitive market. What’s your strategy for standing out?”
“Our aim is to offer consumers tasty and better for you alternatives to everyday snacks. Gluten free food has come a long way in the last five years and encouragingly, there are more and more artisan producers making wonderful gluten free products but we still have trouble finding items that we can grab in the morning and take with us to work as a snack, or gluten-free snacking products that taste good enough to treat friends and family to at get togethers without breaking the bank. This is the gap in the market we are aiming to fill.”
“Our defining USP is that our products taste delicious, are gluten free and have at least one further secondary health benefit! As an example, our crunchy Tortilla Chips are certified gluten free which is extremely important to anyone with coeliac disease (we produce in a dedicated gluten free facility so there is no risk of cross contamination) and they also contain 40% less fat. We only use all natural, real ingredients and the W&T guarantee is that our range will never contain trans-fats, artificial additives or preservatives, GMO or MSG; basically, no nasties of any kind.”
Article Source EnterpriseNation