This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.
1. THE BEGINNING
This innovation came to life when…
My mum got sick with an illness caused by food intolerances. I made it my mission to develop pure and healthy alternatives to most other food products with a focus on quality, flavour and nutrition. The aim is to disrupt the food industry and provide healthy food alternatives to other highly processed food products on the market that will improve people’s joy in their lives.
2. WHAT & HOW
The purpose of this innovation is to…
Educate people on food, its impact on their health and provide enjoyable food products to simply improve these. Poor nutrition implicates more than 56% of all deaths in Australia. We made it our mission to get these numbers down.
It does this by…
Providing a range of products that are pure, healthy, easy to digest, energising, enjoyable and satisfying. A product range that caters for all types of dietary restrictions, from gluten and lactose intolerance, to nut allergies, no-sugar and plant-based diets, free of GMO and preservatives, made with love.
3. PURPOSE & BENEFITS
This innovation improves on what came before because…
Because of the pure, natural, organic and nutritious ingredients the products are made from. Our entire product range is free of preservatives, additives, processed sugar, gluten, wheat, dairy, eggs and some nut-free options. The carefully selected ingredients are easy to digest and will leave you feeling healthy, energised and satisfied.
Its various benefits to the customer/end-user include…
The product range is suitable for all types of dietary restriction from gluten and lactose intolerance, nut allergies, no-sugar and plant-based diets, free of GMO and preservatives. The range is suitable for consumers with ethical and religious beliefs.
4. COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Most other ‘healthy’ snack foods feature an endless list of questionable ingredients such as chemical additives, high-fructose syrups and hydrogenated oils, only covering certain food requirements without satisfying consumers’ demand for nourishing food. Not to mention the perception of consumers thinking ‘healthy’ food doesn’t have to taste good. We are aiming to provide it all in one product.
Its predecessors/competitors include…
Other brands compromise quality of their products with fillers, which compromises flavour and nutritional value to increase their profit margin. We focus on quality first and make it our mission to purchase smarter to provide only the best quality.
5. TARGET MARKET
It is made for…
The Australian health food industry is growing by 15-25% year on year. Our research indicates that consumers are more educated than ever and understand the impact of sub-standard alternatives. Our vision is to reach as many consumers as possible with a range of products that caters for most dietary restrictions, religious and ethical beliefs, whilst targeting consumers interested in health, fitness and wellbeing.
It is available for sale through…
The entire Simply Raw product range is available through health food shops, cafes, supermarkets, juice bars, fitness clubs, schools and universities, pharmacies, corporate offices, medical centres, news agencies and varies online stores Australia wide.
Our marketing strategy is to…
Educate consumers, partnerships and alignments with businesses that share the same target market, which grows brand awareness. We have already proven partnerships in the not so obvious industries like fitness and recruitment. Other marketing strategies are utilising social media through educating consumers about health, wellness and lifestyle. PR is a main focus this year to share our story and vision.
Your Turn — VOTE!
The Readers’ Choice Index was created to provide an opportunity for Anthill readers to vote on SMART 100 applications, in one of three ways:
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We’ll use your vote to create the 2014 SMART 100 Readers’ Choice Index.
FINE PRINT
This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.
