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An Interview with Wholey Moly

Three flavours of Wholey Moly Healthy Vegan cookie on a wooden background. From left to right - Orange packet is cacao & orange flavour, red packet is cacao & hazelnut flavour and brown packet is almond, hemp and chia flavour.

Refined sugar & gluten free, natural and vegan cookies that don't compromise on taste!

Wholey Moly is a refined sugar free, healthy cookie made from 100% natural ingredients. The founders are on a mission to prove that healthy doesn’t have to be boring, making vegan and gluten free cookies that are loaded with nutrition, miss out all the bad stuff and yet don’t fall down on taste.

How did you come to create Wholey Moly?

Wholey Moly was born out of the frustration of working in a corporate office where the afternoon slump is met with sugar heavy and high calorie snacks. We still wanted a sweet treat with our cuppa but felt it should also be good for us! After 2 years of baking in our little flat in London, with a load of failures and lots of attempts, we settled on naturally healthier cookies.

A healthy comfort food with 100% natural ingredients, no refined sugars and nothing processed but still great taste, and perfect paired with an afternoon cuppa (from Joe's Tea for example).

Can you tell us a bit about your healthy cookie recipe development process?

We started from scratch, ripping up the baking manual. Our cookies feature none of the usual suspects...no butter or refined sugars, and they’re plant based too. The reason traditional baking uses these ingredients is because it makes cookies taste great and maintains perfect texture.

So, the biggest challenge was replacing these things with all natural ingredients. It took us over 2 years of baking to achieve the right balance of taste, texture and nutrition for our naturally healthy, sugar and dairy free cookies.

Two founders of Wholey Moly pictured in a kitchen surrounded by ingredients. Female on the left of the photo is wearing a black top and holding a mixing bowl. The male to her right is wearing a red top and grabbing oats out of a glass jar.

What are you most proud of with the business?

When starting, we set ourselves goals for the business, they felt like wild dreams at the time and one was to get our cookies sold in Selfridges. With little experience in food retail and huge goals, it’s something that you aim high for and stay hopeful that you will end up close. We never thought it would actually happen! Selfridges ended up being our first stockist and in July 2018, we launched into their stores. It’s still unbelievable when our friends and family send us photos of them purchasing our yummy cookies there!

Who do you look up to in the Food & Drink startup world?

Innocent founder, Richard Reed. I think the Food & Drink industry is thriving with startups and innovation due to what the Innocent guys did. They transformed the industry and showed us how to create simple, fun and transparent products, opening the doors for a flurry of other creative thinkers across British Startup Food & Drink.

12 Wholey Moly cookies pictured out of their packets lined up in three rows of four. The third cookie on the first row has had a bite taken out of it. They are laid on a peach background.

Any top tips for business success?

I would really recommend reading The Lean Startup before starting. My other biggest tip would have to be networking, the startup community is very welcoming and you can learn a lot from others who might be in the same position or a few steps up ahead.

Also, be persistent but don’t be annoying. Accept that as a small startup, power doesn't lie with you, so don't take offense if you don't get a response but be sure to stay persistent without being annoying.

What's next for Wholey Moly?

We want to scale the business and get our vegan, healthy and gluten-free cookies into more retailers nationwide!

Two women wearing black clothing are holding Wholey Moly cookies. Woman on the left of the photo has taken a bite out of her cookie and is holding its brown packaging. Woman on the right has not yet taken her cookie out of its orange packaging and holds it in her hands.

 

Browse Wholey Moly's products below, and why not combine with our wide selection of other healthy, high protein, refined sugar free, gluten-free and vegan snacks here.

Our foodie snack boxes are also perfect for satisfying the office snacker, perking up the work from home afternoon tea, filling the kids’ lunch box or those searching for the best low calorie snacks!

Happy snacking!

Shop Wholey Moly

  • Cacao + Orange Cookie, 38g
    Wholey Moly, Cacao + Orange Cookie, 38g - Mighty Small
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  • Cacao + Hazelnut Cookie, 38g
    Wholey Moly, Cacao + Hazelnut Cookie, 38g - Mighty Small
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  • Almond, Hemp + Chia cookie, 38g
    Wholey Moly, Almond, Hemp + Chia cookie, 38g - Mighty Small
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