Keira Rumble, founder of Krumbled Foods, is bringing Australia’s first all natural, fully functional beauty snack to market this month, blurring the line between food and beauty care.
Beauty Bites combines age defying ingredients including collagen, probiotics, prebiotics and vitamins in a convenient on-the-go snack, specifically designed to support skin, nail, hair and gut health from the inside out.
Rumble chatted to Inside FMCG about her journey in bringing the product to market.
Inside FMCG: What was the motivation behind starting Krumbled Foods?
Keira Rumble: My biggest motivation was to create a health food brand that was actually healthy. I became extremely frustrated walking down supermarket aisles not being able to find a low sugar, natural healthy snack that didn’t feel like I was eating cardboard. So many “healthy brands” on the market are loaded full of sugar, cheap fillers accompanied by big marketing budgets. I really feel a lot of brands are being misleading by claiming to be healthy, when in fact some of their protein balls and bars on the market have more sugar than two cinnamon donuts, so I decided to do something about it.
Krumbled Foods began primarily with the focus to create the best high protein low sugar protein balls, which we called Krumballs. However, over the years it has evolved to become a Health Food Brand that focuses on 100% natural, functional ingredients within the wellness and nutraceutical space.
Inside FMCG: Did you have a background in food or nutrition that propelled you on this journey?
Food has been an integral part of my life since I was a young child. I am a recipe developer by trade. I have also studied at Beck Health completing an Advanced Certificate of Nutrition & Health and Nutrition for Stress, Anxiety & Depression Certificate, along with a cert II in hospitality.
Inside FMCG: What has been the most difficult thing about setting up the business?
Being completely self-funded has not been without its challenges!
Inside FMCG: How did you come up with Beauty Bites?
I found myself spending a long time in the morning when it came to my inner beauty and gut health regime (taking vitamins, collagen powder and probiotics) not only was it taking time out of my day, taking up room – as like most woman I have multiple products in my cupboard/fridge that only focus on one thing – and it wasn’t cost effective. I wanted and needed to create something that would fit into my lifestyle (and handbag) in a quick, convenient and cost effective way without compromising on quality and taste.
Inside FMCG: Tell me a bit about the process behind combining all these ingredients like collagen, vitamins and probiotics to make a product that still tastes great.
A lot of trial and error! We have been in R&D for the past 18 months perfecting this formulation. For us, creating a fully functional product with multiple beneficial ingredients was our number one priority but it also had to deliver on taste and texture. We could have easily made a dried fruit and nut bar [with added] protein or collagen – which has been overdone to death – but that would have defeated the point. We really wanted to create something that hasn’t been done before. We’ve included ingredients that are good by themselves but when combined, they strengthen and reinforce each individuals’ properties. We are the first in Australia to do this.
Inside FMCG: Will social media play a large part in the promotion of these products? How else will they be promoted?
My other business is predominately online with an audience of over 500,000, so yes, social media will play a large part in promoting our new range of products in our partnered stores. We have a great marketing plan in place full of in store taste testing, collaborations through social media and a strategic PR strategy set to roll out closer to our launch.
Inside FMCG: What stage are you at currently in getting these products to market?
They will be launching end of May.
Inside FMCG: Where will the products be available?
At this stage, online shipping worldwide and in Priceline Pharmacy. Additional retailers both nationally and internationally will be announced soon.