Sway manufactures high-end, gluten free baking mixes for pikelets, waffles, cookies and muffins. Owner Faine Alexander discussed the company’s journey so far and where she would like to go forward with her brand.
What is your company background, how did you start the business?
“I’ve always enjoyed baking and love experimenting with different flours and flavours. As a toddler, one of my sons experienced an intolerance to gluten, so I began playing around with alternative ingredients to replace standard wheat flour.”
“I liked the idea of creating a mix that would be quick and easy. Dairy free baking options were not so challenging and opened the door for both vegans and people with dairy intolerance. My recipes do call for the addition of egg and/or milk and butter, but egg substitute will work just fine, as well as almond or soy milk and oil.”
What is the current product range and how do these products stand out in the market?
“We currently produce six mixes: Orange and Cinnamon Pikelet/Waffle, Lemon Almond Pikelet Waffle, Chocolate Chip Orange Muffin, Traditional Chocolate Chip Walnut Cookie, Pistachio Orange Cardamom Cookie and Mexican Chocolate Chilli Almond Cookie.”
“Our primary objective is to create unique flavour profiles that appeal to foodies. Our products stand out in the market because they also cater to people with gluten intolerance or specific dietary choices.”
What are the plans for the business moving forward, is there any expansion on the horizon?
“We have been experimenting with new flavour combinations, such as hibiscus and grapefruit and hope to add to our range within the year.”
Where are your products currently available to buy, and are you looking at or wanting to expand your availability? If so, where would you like to see the product situated?
“We are stocked at Moore Wilson as well as various New Worlds and specialty shops throughout New Zealand. Our range is also available in the gluten free section of Countdown Ponsonby, Countdown Queensgate and Countdown Moorehouse.”
“Customers may order online at sway.net.nz – there is no minimum required and no delivery fee within New Zealand. This is a good option for foodies who live in rural areas and are after less mainstream products.”