What inspired you to launch Yummia?
I was initially inspired to start Yummia when I saw an immediate gap in the market for a fresh, ready to go bircher muesli product. As this stage I was 22 and at University studying Primary School Teaching so it was a bit of a divergence from that! Once I started I got hooked, watching a business grow and seeing a product progress from idea to shop shelves is so rewarding.
How did you go from having an idea for a product to actually making one a reality?
Initially it was quite easy as we started off like most business do; making the product in my home kitchen. The real fun (or stress) began when I noticed we were outgrowing the capacity of my trusty arm which was responsible for mixing, packaging and delivering. I decided then I could focus on the brand and product development side of things and outsource manufacturing. We’ve had a few steps in the manufacturing path, outgrowing each station along the way. So that’s how we physically produced the products although growing the brand and sales is another side altogether. You need to make sure the demand and supply are working in unison with each other (this sometimes doesn’t always happen), often there are hiccups along the supply chain which require extra attention and detail to get right. Although all these issues do make for a better product in the end.
The biggest thing I would say here is perseverance, just sticking to the project and trying everything to make it work. You definitely need to be extremely disciplined to keep on going, because most of the time it seems easier to give up than keep going!
What sets Yummia apart from other ready-to-go bircher muesli products on the market?
I think we have a really unique and core brand that is represented in our products. The products have a story, they have grown along side the brand. Yummia birchers were not created in a lab by a big company, they were created in a home kitchen environment and have been nurtured and loved every step of the way.
Your new yoghurt range is an Australian first, in that it includes 50% of both fruit and vegetables. How did the idea to create this product come to you?
The idea came to me after discussions with some buyers about products they would like to see on shelves. Once I developed the concept I fell in love with the convenience of the idea. Yoghurt is an extremely popular FMCG product with a huge following and consumers are always looking for ways to increase their fruit and vegetable intake during the day so why not combine the two? It seemed like such a great fit. We use real fruit and vegetables so the fibre content is retained throughout the product. We managed to turn this product around from idea to production in just over 3 months (with Christmas in between!) so it has been absolutely mad, although I think I work best under a bit of pressure!
You’re currently studying at Oxford University – tell us more about it!
About 6 months ago I started thinking about the idea of continuing my education with a business component. I have experience running a business but no theoretical frameworks in which to apply. I applied to Oxford after a bit of research and discovered a Post Graduate in Business Strategy and Innovation. I knew applications into Oxford were competitive so I was not expecting too much, but I thought I would apply and see what happened! I was so excited when I received my acceptance letter.
In terms of logistics it’s a little mad, I have to be based majority of time out of Australia as I am still running the business and want to maintain a hands on approach. So I travel backwards and forwards between Australia and the UK; it’s a Post Graduate study so does not require full time campus attendance although when classes are on we have to be on campus.
Oxford is a beautiful university and I feel incredibly privileged that I get to study at such a world renowned educational campus while working on a business I love.
What advice do you have for those wanting to start a new business?
- Be prepared to work for free – fall in love with the business, not the money (because often one comes way before the other!)
- Perseverance is key!
- Supply chain is crucial – you could be selling magic however if you can’t distribute it to customers it’s useless.
- Challenge yourself outside of the business, often your best ideas will come when your mind or body is totally absorbed in something else!
For more information on Yummia, please visit yummia.com.au or facebook.com/Yummia.
