Interview with the Wondersnack Co.
What made you start a business in the food industry (what problem are you solving or niche are you filling)?
A few years ago as a snack-o-holic, I was feeling underwhelmed by the selection of savoury snacks in the market, which were either plain and uninspiring, or full of commercial additives masquerading as ingredients. Having trained and worked as a pastry cook, I thought that I could do better, and sought out to do just that. A few months later The Wondersnack Co. was born.
Are you a solo business owner, family run business or partnership?
The business is structured as a family trust, but we are transitioning into a company at the moment.
What kind of food do you make?
The Wondersnack Co. creates snacks in head-turning, unique flavours using real pantry ingredients. There are no commercial additives, colours, or flavouring used in any of our products. Where any animal products are used, we make sure that they are sourced from an ethical farm.
Who is your target market?
Because our business model is primarily wholesale, I’ve always had to think of 2 target markets: the stockist and the end user. From a wholesale point, our best customers are craft beer and wine stores, boutique bars, and hotels. Our end customers tend to be people who enjoy and appreciate quality food and drinks, and are willing to spend a bit more for them.
How do you sell your product?
We work with distributors around Australia who gets our products into retail, gifting, and hospitality customers. On top of that, I also sell directly to a number of 5 star and luxury boutique hotels around Australia. As of 2019, we also supply our products to Virgin Australia.
What was the trigger for contacting The Business of Food
I sought out Jane del Rosso (then of My Other Kitchen), after the first year of being in business. I was not ready to engage a contract manufacturer, however was outgrowing my home kitchen very quickly. The Business of Food provided the space for the business to grow into our next phase. Although we now outsource our manufacturing to a 3rd party, I still keep in touch with Jane and seek out her advice from time to time.
Where can we buy your product?
Online via our website www.wondersnack.com.au and also via our retail stockists.
What tip(s) have you got for someone launching their own food business?
Test your product and price point viability. Identify your market and your customers, and consider how your products fit into their lives, and where they are most likely to purchase them. Centre your marketing and sales efforts in these channel and you’ll be able to tell very quickly if your product have legs.