Enter, entrepreneur Keira Rumble.
Nine years ago, after realising that few snacks marketed as ‘healthy’ were living up to the hype, she set out to fill the gap in the market. From there, Krumbled Foods – and their delectable Beauty Bites – were born. Here, the certified nutrition and wellness advisor tells WH about the challenges involved with being a small business, how she finally found her niche and what it’s like being her own boss.
How did your personal wellness journey inspire you to start up Krumbled Foods?
Nearly a decade ago I was faced with rapidly declining health and numerous issues directly linked to what I was eating. I began to study the direct link food has not only to your physical health but also to your mental health and during this time I became increasingly frustrated with not being able to find “healthy food products” that were actually healthy! So, I decided to do something about it.
Had you had any experience running your own business prior to this?
Not really! I have a digital media, EA and recipe development background. I always knew I wanted to own my own business and have a physical product. So, over time, and through a lot of trial and error, Krumbled Foods began! I grew up watching my dad have his own business, so I really think that was a huge inspiration for me growing up, watching his passion, dedication and allowing himself to have the flexibility to put family first.
How did you go about bringing your idea to fruition?
I learnt the hard way of what not to do when starting out your own food business! From trademarking, IP protection issues to distributors not paying bills, I learnt very quickly on what works and what doesn’t. I decided if I wanted my business to succeed, I needed to know the ins and the outs of every aspect of my business.
What does the term ‘functional food’ mean to you?
I believe that the term functional food means having a product that serves not only its traditional purpose (as a food source) but which offers additional health benefits to a consumer. By incorporating and fortifying it with vitamins, minerals and or additional ingredients, it will benefit people in a health-conscious and positive way. All of our Krumbled Food products are functional, I truly think that this is the way of the future.
How do your products differ from others on the market?
Beauty Bites are the only product in the Australian market (in fact, my research says internationally too) that provides five proven anti-ageing and gut health ingredients in one single grab and go convenient snack supplement. Not only that, but they taste amazing!
What does your typical day on the job look like?
No one day is the same! I am travelling interstate every week at the moment. I thrive off routine, so no matter where I am, I will always try to incorporate a little bit of routine into my morning to help kick start my day. I think journaling and keeping a note pad with me at all times is crucial to make sure I stay sane. Organisation is key for me!
If I am at home, my routine is very consistent. I will wake up around 5.45/6.00am. Dry body brush, have a shower, apply body oil to my damp skin after showering. I will then apply my morning skincare routine, followed by gua sha & rose quartz roller.
I always fill up a big bottle of water and pop it down near my gua sha & roller, so I am constantly hydrating myself. After this, I will normally journal and write my to-do list, check emails and then take my dogs for a walk. I love podcasts! So will try and incorporate these into my morning walks.
After this, I will then have brekkie and get stuck into work. After breakfast, my day varies depending on meetings, skype calls, phone calls etc. But I will always make sure I have lunch and ample snacks (like my Beauty Bites) on hand! I normally have dinner at around 7ish and try and get into bed by 8.30.
This year you launched a new product – Beauty Bites – which sold out in record time. What do you credit to such success?
So many things! Beauty Bites are super healthy, delicious and unique, I had a huge feeling that people would love them; I just completely underestimated by how much! Word of mouth played a huge roll in the enormous sales, which makes me proud. Consumers are far more educated with products and ingredients these days. When something tastes good, is good for you… you have a natural winner! We also strategically planned out our launch, from branding, influencer roll out, retailer partnerships and I think including my audience on my own personal Instagram of my journey, really helped to create interest.
What are the biggest challenges you’ve faced with owning your own business to date and how did you overcome these?
I feel that I could write a book on the challenges I have been faced with, but for the sake of keeping things short and sweet, I will mention one. The biggest challenge that I have had recently is growth. I am extremely conscious that I am a small business who is experiencing rapid growth. I am constantly looking at numbers, my forecasts, the next strategic hire and retail partners to ensure that the business moves in the right direction.
What keeps you motivated when things don’t go to plan?
I always bring it back to my why. My why is to create affordable and easily accessible functional foods. If I bring myself back to this and work out a logical solution to move forward, I find that this is a huge motivator to me.
How do you stay organised and on top of your workload when working for yourself?
Outsourcing! I made it a mission to know the ins and out of every aspect of my business, from Xero, invoicing, SEO, logistics and I am a whizz on Canva! However, as the business has grown, I have needed to weigh up where my time is best spent, so I started to outsource to the experts.
I am also a big note writer, I start my morning off with a to-do list, and make sure I try and focus on one task at a time, finish it, then move on.
What do you know now that you wish you did when you first started Krumbled Foods?
Sooo many things! The biggest thing would be that no one knows your business as well as you do, and to trust your gut.
What’s the best business tip you’ve ever received?
Know your numbers.
You’re constantly travelling and juggling the demands of a growing business – how do you manage to maintain work-life balance?
I will be the first to put up my hand and say I haven’t quite mastered this illustrious balance! My world is currently consumed with work and to be quite honest, I love it that way; I love to be innovative, and I love spreading the word about my products and I love eating them! With that being said, I always ensure I have “me time” and take advantage of trade quiet times to catch up with friends and family.
What’s the next big thing in store for Krumbled Foods?
Krumbled Foods will be making a move interstate to set up a bigger and better office space! New products, new retailers, so much! You will have to wait and find out!