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BRAND SPOTLIGHT

SUPERGOOD!

In this brand spotlight we take a deep dive into Supergood! 

Category:  Baking Mixes 

Supergood!

📘 BRAND OVERVIEW

Supergood! offer gluten-free and vegan baking mixes that are made with more natural ingredients than other products on the market.

  • Two friends –  Ksenia and Tania, started the business with almost no previous baking experience.
  • Vegan baking mixes – have a total global market value of almost $1bn (correct for 2022)
  • They don’t just offer baking mixes – but also ready-made snacks, like brownie crisps.

🔍  LET’S GIVE SOME CONTEXT

  • Back in 2017 – Ksenia and Tania were two friends who failed to make a ‘healthy’ lemon tart. It turned out to be inedible.

 

  • They spotted a gap in the market –  for easy-to-make, delicious desserts that were healthier and contained fewer additives. They wanted their product to be nutritious and all natural, while also being free from gluten and dairy.

 

  • They made the mixes themselves – and went to various health stores in London with their product to sell it. Eventually, the mixes were available from around 30 independent stores.

 

  • Their mixes started getting attention – and are now available in the UK’s biggest supermarkets, including Morrisons, Tesco and ASDA.

🏢  BEHIND THE SCENES

  • Headquarters: London, UK
  • Year founded: 2017
  • Employee count: 5
  • Investors: Unknown angel investors
  • Purchasing Options: Direct to consumer, retail

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Products: Gluten-free pancake, brownie, cookie and banana bread mixes
  • Category: Baking mixes
  • Product range: Supergood offers a variety of baking mixes, including brownies, cookies, pancakes, muffins, cake, and pizza crust. Each mix comes in a variety of flavours, including chocolate chip, peanut butter, double chocolate, oatmeal raisin, snickerdoodle, blueberry, banana nut, lemon poppyseed, chocolate zucchini, pumpkin spice, and gingerbread.
  • Innovation: High-quality sustainable baking mixes that are easy to prepare, inclusive, and accessible
  • Target Audience: People who want convenient, delicious, and healthy baking mixes –  these may be busy parents, people with dietary restrictions, or people that are new to baking. They also appeal to people who are interested in trying new and innovative flavours.
  • Brand positioning: Simplicity. Premium. Health-focused. 

🧡 THIS GETS US EXCITED

  • A lot of baking mixes are filled with – artificial thickeners, refined sugar and other unnecessary additives. Ksenia and Tania came together to produce a product that was made with natural ingredients, that could make a healthier treat and that was vegan.

 

  • Vegan bakes can be difficult to get right – so many home bakers will be looking for mixes that can do the work for them. The vegan market is an especially lucrative one to be in, as more people than ever are giving up meat and dairy. 

 

  • The market value for Vegan baking mixes – sits at almost $6.1bn and this is estimated to get to around $11.9bn by 2033.

 

 

  • Female-led – Supergood! is run by an all female team!

 

  • They don’t just offer baking mixes – but also ready-made snacks. Their brownie crisps are innovative and there aren’t many other similar products out there.

🤔 POTENTIAL BRAND CHALLENGES

  • Competition – Supergood! mixes compete in a crowded shelf, but their healthier ingredients could help them to stand out.

🏁 SOME OF THEIR COMPETITION

🛒 WHERE TO FIND THEM

  • Direct to consumer – from the Supergood! website. They offer a discount for bundles.

 

  • Retail – from Tesco, Morrisons, ASDA, Selfridges and Whole Foods.

⏭  WHAT’S NEXT?

  • Supergood! offer five mixes currently – but there are plenty of bakes they haven’t yet got mixes for, which they could absolutely branch into. 

 

  • More dessert crisps! – imagine rocky road, cookies or flapjack crisps that are gluten free and vegan, and can be taken on the go with you.

 

  • Increased buying options – like subscriptions, or even the option to buy the ingredients to upgrade your dessert. Say you want to make Biscoff and peanut butter brownies, can they supply the additional ingredients?

🧢 MEET THEIR TEAM

All data is correct at time of writing. 

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