Matthew Neville

London based husband and wife healthy snack brand chips away at market

Husband and wife team Meenesh and Parul launched healthy biscuit brand Wholey Moly back in 2018, and the brand has since grown exponentially.

According to Meenesh: “We’ve always believed that a commitment to healthier eating should never mean settling for second-best snacks, which is why our unique cookie vision was based upon only using 100% natural ingredients packed with good nutrition as opposed to the usual sugary vending machine fodder shamelessly masquerading as healthy treats.

Our journey began with a nut and honey bar that had in no time morphed into a full-bodied flapjack. It was, however, our move to homemade cookies that used 50% less sugar that really created a stir amongst office colleagues, because nothing stirs happy childhood memories [like] a cookie.“

Today Wholey Moly has grown considerably, with export and online sales building exponentially, and a nationwide Ocado listing is now in play, as is a far-reaching trial with Sainsbury’s, and new distribution channels (airlines, foodservice) and innovation (sharing bags) are already in the mix for 2022.

Meenesh concluded: “People often ask Parul and I if risking it all for a biscuit was worth it, to which I reply unequivocally yes!

“You learn so much about yourself even in the darkest moments, you’ll never replicate the exhilaration you feel seeing your brand succeed in store and the SME food fraternity is a surprisingly caring community that looks after its own.

“The moment Parul and I learnt that nothing stands still forever and a willingness to evolve the brand vision is a sign of strength not weakness, was the very same moment our business started to motor.”

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