Meet Sara Trechman, Co-Founder of Well & Truly
Well&Truly: creating 'naughty-ish' snacks for everyone to enjoy!
With the world placing constant pressure on healthy eating, trying to find a delicious snack that still tastes good is really hard.
But Well&Truly's Crunchy Corn Snacks are the perfect solution. Packed with flavour and all natural ingredients, these are a healthier alternative to everyone's favourite snack: crisps!
Interested? We certainly are! Let's hear a little more about the brand from Well&Truly's Co-Founder Sara Trechman...
How did you come to build your brand? Tell us your story.
My sister-in-law Maria and I both felt that there was a serious lack of great tasting snacks that weren’t really bad for you. The old kale crisps just didn’t quite hit the spot for us taste-wise, so we set out to un-junk and improve the nutritional profiles of classic snacking favourites such as Nik Naks without compromising on the great taste. Snacking should be a pleasure and we don’t think the word “guilt” should have anything to do with it.
What has surprised you most about building your own brand?
It’s a continuous journey that never ends. We are constantly amending and evolving as we understand more about our consumer and the market dynamic. We’ve made some bold decisions over the last two years that have had a huge positive impact. In 2018 we underwent a radical repositioning and full rebrand, incorporating everything from pack design to social media strategy which transformed our brand Well&Truly from a dusty diet food into a gloriously tasty lifestyle brand.
By bridging the gap between healthy alternative and mainstream snack, the new branding has enabled us to break out of the free-from aisle, become a real contender in the super-competitive mainstream snacking market, and grab the attention of consumers who simply want to snack better.
What has been the toughest lesson you've learnt along the way?
As a start-up you face challenges on a daily basis. You need to juggle so many roles and tasks which you don’t always have experience in, but being co-founders has helped us a lot as we always have someone to bounce ideas off and challenge each other. One of our biggest challenges is staying on top of cashflow to make sure we can continue to grow quickly. We’ve put in place several models to help us monitor this and stay one step ahead.
What's next for your business?
The next 12 months will be hugely exciting and truly defining for Well&Truly as we embark on the next phase of our journey. We just launched our first ever TV ad which clearly communicates our brand message ‘Well&Truly Naughty-ish Snacks’ and we are busy planning other brand activity to support this. We’ve got some fantastic projects in the pipeline and we believe we will be the brand that will bring excitement and growth to the snacking space this year.
What do you do to make sure your business has a positive impact on the world?
When we did our rebrand we had the opportunity to reduce the plastic in our packaging by 20%. Each year we plant enough trees to offset the CO2 emission from our packaging that goes to landfill. We support various charities and make sure that we never throw away excess stock - we like to donate it to a good cause.
We’re working towards becoming a B-corp which is a great barometer of businesses that are a force for good. We’ve still got some way to go, but we’re excited to have started the journey.