HEALTHY FORMULATIONS

Something to Crow About started out as a small artisan business, selling roasted seed blends at the Dunedin Markets. In 2014, current owners Mike and Christine Millar purchased the fledgling Dunedin business.

Q: What is the brand story?

A: With a background in sales marketing and an affinity for the natural heath food space, this business was a great fit. Something to Crow About prides itself in creating nutritious and delicious health foods. The products are handcrafted in small batches and packed on site. With healthy formulations, there’s 4.5 to 5 health stars across range. Simple, natural ingredients are used to create our range with many organic, preservative free and New Zealand grown ingredients.

Q: What is the current product range and variants and what makes these products stand out in the market?

A: The range is loaded with nourishing ingredients for a premium breakfast experience, featuring quality ingredients, gluten free and paleo blends, new probiotic mueslis, some organic ingredients, and at least 4 health stars. The muesli range includes Macadamia Otago Honey & Nuts, Almond Coconut & Orange Paleo Breakfast Cereal and Almond Maple & Cacao, among many others.

Q: What is innovative or unique about the product?

A: Innovation remains a key to growth. The new Probiotic Muesli Range, a New Zealand first, is an example of that. Gut health is a key trend. This led to a collaboration with US based company Ganeden Biotech, who supply cutting edge, allergen free, shelf stable probiotics. This range includes two preservative free cereals; a traditional muesli blend and a paleo blend. The most recent product launch features new roasted seed toppers in easy open packs and on trend flavours, Mexican and Tamari.

Q: Who is the consumer and what benefit does the product bring them?

A: The focus on convenience foods that support health and wellness is here to stay. It’s not just about allergies, it’s about nutrition and the functional health benefits of the food. The main consumers are women aged 25 – 65 years who are focussed on health and wellness.

Q: What consumer trend does the product support?

A: Functional health foods, convenience health foods, low sugar or refined sugar free, and selected products are gluten free, grain free, promote gut health, and are vegan and preservative free.

For more information please email mike@crowabout.co.nz or call +64 021 555 852