Better-for-you brands gaining ground

Many great ideas are sparked by an ‘a ha’ moment or twist of fate. While the spark is often the easy bit, creating a viable product can be challenging for producers in the rapidly growing healthy living sector.

In keeping up with changing trends, this year’s Naturally Good sees the launch of the Conscious Consumption Zone, highlighting products demonstrating positive social, economic and environmental impact.

Alexandra Szwarcberg-Poch: Allie’s Cold Pressed Juices

How did the business start?

I started Allie’s in 2014 while working in marketing. After buying a disappointing bottled juice I thought, “I could do this better”. So, I purchased a small cold press juicer and made some juices for my office. The onsite café manager said he’d try selling some and they sold out by 10am.

I made more and took them to the farmers’ market in Marrickville, Sydney.

I sold out in hours and the best surprise was meeting my now husband, Braian. Within weeks we were partners in life and business.

Any challenges you’ve faced?

Keeping up with demand in the first five years. Every time we got through one production shift the stock was almost gone. It sounds like a good problem, but it was stressful.

Tell us about production?

Our juices are made from 100 per cent Australian produce with no added water, sugar, preservatives or concentrates. We source raw fruits and vegetables and grind them into a pulp before being cold-pressed. The juice is bottled and then cold pasteurised to give it six months’ shelf life. The cold-press method is much gentler than centrifugal processes.

Watermelon+ and Daily Greens are our best-sellers.

Have you noticed any shifts in consumer behaviour?

There’s been a shift in premiumisation within the beverage sector. Supplying a chilled product used to be seen as inconvenient or expensive, but now it’s becoming standard.

What are your goals?

To increase presence in the Australian market, start exporting and introduce new products.

Top tip for those starting out?

Don’t let perfectionism hold you back. Make a minimum viable product and get it out. It can and will evolve best if it’s based on customer feedback, so don’t let elaborate business plans stop you from launching.

Rob Barton: Proganics

How did the business start?

We’ve been a food manufacturer for almost a decade specialising in health-conscious products. However, after my partner Bailey’s mother passed away at 56 from cancer, we became more aware about the food we consumed.

When tracing products’ ingredients, we discovered the term ‘natural’ didn’t necessarily mean they were free from hidden chemicals or were processed naturally.

We knew we had to do better and discovered the Certified Organic industry. We formed Proganics – a line of meal replacement and nutritional products in 2017.

Any challenges you’ve faced?

As a certified organic brand registered by Australian Organic Limited (AOL), integrity is at our core. Because the term ‘organic’ is not regulated domestically by the Australian government, it is a challenge competing in the same category as brands that use the term but aren’t certified.

Australia also doesn’t grow or process many ingredients used in nutritional products, so we have to import various certified organic ingredients. Post Covid, importing has become lengthy and costly, impacting supply chain.

Tell us about production?

Our focus is our Organic Meal Replacements, Organic Protein Powders, and functional products like Organic Super Greens. Our food products contain at least 95 per cent Certified Organic ingredients to hold Certified Organic status.

We operate out of Morningside, Brisbane, and manufacture our range in-house.

Our operation is regularly audited to check we are using the approved recipe, suppliers, and ingredients.

Have you noticed any shifts in consumer behaviour?

Consumers are more conscious of where their food comes from and the need for organic.

There is also an increased demand for plant-based and minimal ingredient products.

What are your goals?

Expanding our range. We export to the US and want to grow there while looking at expansion into Asia and the Middle East.

Top tip for those starting out?

Stay true to your vision. Understand your market, consumer demand, competition, and ways to set yourself apart.

Tanya Jennissen: Botanikos Australia

How did the business start?

When I was 30, I experienced chest pains at the gym and thought I was having a heart attack, even though I was fit.I was rushed to hospital withmy heart pounding at 220 beats per minute.

I was diagnosed with heart condition supraventricular tachycardia (SVT) and told togo on medication for life. However, I wanted to heal naturally so I started researching and found natural ways to manage my condition.

Having worked as a sommelier, I wanted to create a tea line with interesting herbal combinations and carefully chosen ingredients for their added health properties.

As I’m Greek, I wanted the brand to represent my heritage and beliefs. Botanikos, born in January 2021, translates to botany in Greek.

Any challenges you’ve faced?

A lot! From trying to pull the vision out of my head into a reality, to sourcing packaging, raising capital, Covid, and a move interstate while in the creation phase are some that come to mind.

What are your best-sellers?

My range, including Adapt, Strengthen, and Gut Blend all sell pretty evenly.

All of the ingredients are 100 per cent organic and sourced from Australia and overseas, which means the prices are higher, but my experience has been Botanikos customers don’t mind paying more for the quality.

Describe Botanikos production?

I’m on the Gold Coast and most of the production – blending, packing, labelling and shipping – I do myself. For bigger orders my supplier packs.

Have you noticed a shift in consumer behaviour?

There’s increased demand for health products so, I’m seeing smaller producers bring products to market faster than bigger companies.

What are your goals?

To increase stockists down the east and west coast, plus overseas. I’ve almost completed a Bachelor of Health Science in Naturopathy and am aiming to be on the speaker circuit, empowering others to start their own brands and educate others about health.

Top tip for those starting out looking to scale?

Have capital and engage reliable suppliers. Finding a distributor is also key for increasing market visibility and scope. 

Naturally Good is on 5-6 June, 2023, at Sydney’s International Convention Centre, Darling Harbour. For details visit naturallygood.com.au

This story first appeared in the April/May edition of Food & Drink Business magazine.