Page 51 - Retail World Magazine Jan/Feb 2021 TOB

FROZEN DESSERTS WITH A TWIST Twisted Healthy Treats prides itself on manufacturing a better-for-you product that also “tastes amazing”, according to co-founder and Managing Director Cass Spies. “The brand’s ethos centres around shaking the status quo in terms of the production of a delicious product that’s also beneficial,” she said. The benefit, she adds, is from sugar being removed or reduced from the product, while it’s distinguished by a clean formulation with as few ingredients as possible used. Ms Spies underscores that the market is demanding this type of product from the manufacturer, with surging consumer interest in food ingredients and reading packaging labels in their quest to avoid additives and preservatives. “This has seen the brand find success in supermarkets such as Coles, Woolworths and Costco, but it hasn’t been able to enter the single- wrapped ice cream market to petrol and convenience retailers,” she said. This is interesting, Ms Spies says, in light of the ACCC taking makers of Peters Ice Cream to court for allegedly hindering or preventing competition for the supply of single-wrapped ice creams to P&C retailers. “I wouldn't want to make any judgments as to why that is, but I’ve reflected on the fact that a small and emerging player like Twisted hasn’t been able to get a foothold in that market,” she said. Ms Spies adds that it’s “incredibly important” to be “vigilant” with food safety programs, considering the recent pulling of Halo Top’s Plant Based Caramel Chocolate Pretzel Ice Cream 473ml from freezers due to potential chemical (solvent) contamination. “As a food manufacturer you really live and die by the sword when it comes to the product you produce,” she said. “This has to be at the forefront of every manufacturer’s focus. It’s more important than marketing. It’s more important than logistics. It’s the most important thing. “It’s interesting that it took such a long time to find the issue, because, as the product came from the US, it would’ve been on the water for four weeks. I’m an exporter as well, so I know how important it is that product exported is 100 per cent tested before being released.” Impact of coronavirus Ms Spies says the brand faced major issues in its supply chain last year due to its prior purchasing of packaging from overseas during the Covid-19 outbreak. Twisted Healthy Treats is currently outsourcing its packaging manufacturing to an Australian company, which she says has “made everything a lot easier”. “Being part of that experience and supply chain has been a real learning experience for me and all involved, and you know we’ll be stronger for it,” Ms Spies said. “Overall, I really commend supermarkets for the excellent job they’ve done during the pandemic.” She says the coronavirus brought another big challenge for the company, with the outbreak causing an initial decline in sales as people hoarded grocery shopping, including frozen and ready-made meals. This trend, she points out, has now been reversed as people entertain and spend more time in their homes. “And they’re looking for a healthier alternative – they want fun, and they want delicious choice in products that are good for them,” Ms Spies said. That’s not to say, she adds, that “decadent” products will not continue to do well. “Current data shows that Australians enjoy decadent frozen treats, meaning that decadent dairy-based ice cream products on the shelves are bound to do well,” she said. “But our magic lies in our offering: a product that doesn’t taste like a health product but a delicious dessert. “So, dairy based ice cream will continue to perform well, but so too will the better- for-you space, which will continue to grow and steal market share.” The brand is also focused on creating some plant-based ranges, which Ms Spies sees an area of strong growth. “We’ve had some initial success here, so we’re looking at SKU extensions,” she said. “The fact that our product is Australian made with Australian dairy is also a distinguishing factor. People are focused domestically, and they're very, very happy to support local businesses. “All in all, I feel that Twisted has been ahead of the curve when it comes to producing better-for-you products that taste amazing. And I think the rest of the market is starting to catch up.” ICE CREAM JAN/FEB, 2021 RETAIL WORLD 49