Snackmasters Community

What was your Eureka Moment when you knew you had a product which you could take to market?

We started making the drinks in a little sandwich shop in Central London.

We were just walking past the shop, and seeing the kitchen wasn’t being used we went in and asked if we could set up there. To our surprise, they agreed on the spot.

What inspired you to do what you do? 

I had trail mix (raisins, peanuts and M&Ms) back in the late 2000’s on a hiking trip in the Grand Canyon.  

When I got back to the UK I started snacking on it regularly to fuel my Ironman triathlon training and kept wondering why there was nothing like it on the market. 

What was your Eureka Moment when you knew you had a product which you could take to market? 

With my background, I always knew “it could be done” – ie. Produce a chocolate product that could be all natural and still nutritionally beneficial. 

The Eureka moment came when I saw a glaring gap in the Impulse chocolate / biscuit market and decided that I didn’t have to reinvent the wheel, but just take well established concepts and give them a new DNA! 

What has been the hardest part of starting your business?

Our method, 1000%.

Activation is centuries old, it’s the process of soaking nuts & seeds in water to kickstart germination and was originally used by the Aztecs & Aborigines.

What would you say is your biggest weakness & how do you look to overcome this?

I get very over-excited about the next thing and getting it done, yesterday!

I am a big fan of that quote “Most people overestimate what they can do in one year and underestimate what they can do in ten years.”

What has been the hardest part of starting your business?

The hardest part of starting the business was actually getting up and getting started.

Woodey Allen says 50% of success is turning up, so true...

Why did you become interested in the world of snacks & drinks?

It’s thanks to our Mum that our passion for good food came alive. Food has such an impact on you physically and mentally. We grew up eating delicious home cooked meals and always had healthy snacks instead of biscuits in the ‘snack draw’.

What did you do before starting your company & what made you take the leap into Entrepreneurship?

Amber was working for larger FMCG companies in sales and Seb was working in marketing and ad agencies.

Starting a business was always something we wanted to do to combine our passion for plants with business so it was the next logical step of our careers to make the leap!

If you could sit down with yourself for a pint/glass of wine/coffee this time last year.....what would be the 3 most important tips you would give yourself knowing what you know now?

Sorry, no looking back and no free passes for the future, that version of me would have to figure it out.

Just keep talking and learning and keep going - it will happen!