From one small product, ‘Bliss Balls’ (an all-natural and vegan protein ball), the “Keep it Cleaner” range has expanded to 85 products. Tom is hoping to expand to 100 by the end of the financial year.
Both coming from modelling backgrounds, Steph and Laura started the journey with their e-book, Keep it Clean, consisting of healthy recipes. From there, they wanted to give young women a holistic program they could follow, promoting healthy living in mind and body. To support this, they wanted to make sure healthy products were easily accessible.
“[Steph and Laura] are passionate about developing a range of grocery products so they could make healthy living more accessible to everyday Australians,” Tom says.
To do that, they need to balance keeping costs affordable for consumers as well as ensuring manufacturing and packaging are sustainable. This helps strengthen the trust between the brand and customers.
Innovation can be tricky, and Tom admits there are occasions where products have hit the shelves and received negative feedback from their online community.
“[The community’s] feedback is very black and white. And as painful as some of it is, it's really helpful. It guides us in the right direction,” he says.
“We listen to that community on a daily basis and we take their advice on board.”
Looking to the future, Tom wants to strengthen the brand in Australia and look to neighbours in Asia for further growth, an idea strengthened by his attendance on ANZ’s Opportunity Asia Delegation earlier last year.
“Those trips are fantastic because it opens your eyes to how other markets behave and the cultural barriers we're going to face when we try to enter those areas.”
It’s a lot of work, but together Tom, Jim, Steph and Laura have made it a success.
Tom’s final words of advice to those looking to start a business are: “strap in.”
Listen to the podcast above to hear the full conversation.