Name: Sweetpea Pantry
Based: London
Website: sweetpeapantry.co.uk
We launched Sweetpea Pantry’s healthy baking mixes in April 2014 with very limited resources.
From a standing start we have secured an impressive line-up of customers (Ocado, Daylesford Organic, Planet Organic, Tree of Life, cafes and farm stores), grown the range, won awards for our product (Great Taste Awards) and our business idea (Best Loved Children’s Food Brand, judged by Virgin’s Richard Branson). We have also gathered a vocal and loyal following using social media and participation at targeted events, and focussed brand collaborations.
As a startup, we focussed resources on product development and branding, which meant we had to be creative about our marketing and sales to get the most impact.
From connecting with bloggers and getting them baking, to interacting with our customers and getting the debate going about nutrition, we use all social media tools.
Our business model is based on balance. We use multiple channels to maximise the sales and marketing opportunities:
1. Selling directly to consumers emphasising our subscriptions to get cash upfront (cashflow)
2. We work with online portals, such as Yumbles and NotOnTheHighStreet, to use their marketing power and gain ready-made customers
3. We work with wholesalers to get access to thousands of health and speciality food businesses
4. We sell through Ocado to get nationwide access to our perfect target market – families who care about good food and nutrition.
Philippa Askham is the co-founder of Sweetpea Pantry
