Sara Trechman, Co-Founder of healthy snack brand Well&Truly, explains what innovation means to her and what it means to embrace change…
How did Well&Truly start?
I set up Well&Truly with my sister-in-law Maria in 2015. We were both big snackers, but also health conscious, and felt let down by the types of snacks available, so we decided to create something better. We wanted to create a snack where we didn’t have to compromise on taste or health, but still felt satisfied at the end of it. So we set out to unjunk some of our favourite classic snacks. Our Loaded tortilla chips are like Doritos, but with 40% less fat and certified gluten free. The same goes for Crunchy, which is our version of Nik Naks! All our products have a maximum of six ingredients, whereas the average for savoury snacks is about fifteen.
What are you most proud of?
In February 2016 we went from having zero products on shelf to going live in over 1,000 Tesco stores. To this day that is still the proudest moment for us. That really tested everything in terms of our supply chain, the factory, getting orders back in time… Since then we’ve built an incredible team who have got us to 3,000 distribution points. Plus, we’ve just gone live in Sainsbury’s too, next to the checkout tills.
You recently rebranded. What triggered the change?
When we first launched Well&Truly, we were very much positioned as a Free From brand. But throughout the first year we saw that category changing, with more consumers buying into Free From not as a necessity but as a lifestyle choice. A lot of Free From products feel quite white and clinical, but actually our feedback was telling us that when consumers were buying a savoury snack they weren’t looking for that – they were looking for something that was going to deliver on flavour. We realised we needed to be positioned as a mainstream snack brand, and consumers wanted to be able to find us in the savoury snacks aisle or by the checkout tills. So we knew we needed to completely pivot the brand.