The driving force behind Smoups was when the creator’s 10-year-old daughter was diagnosed with Coeliac disease and lactose intolerance. The whole family had bad eating habits, so it prompted a family change, and developed into a business.
Q: What is the brand story?
A: Smoups was born when the creator decided to transition their family to a predominantly raw food diet. Having made this transition, they noted the lack of tasty snacks. They started with a home-made dehydrator (think cardboard box, tin-foil and bulb!) and made their first batch of dairy-free, gluten-free, raw cheese – macadamia and cashew cultured nut cheese. It took 32 hours but tasted amazing. This success led to the purchase of a dehydrator and the development of the now infamous and very popular Coconut Bacon. They now also have the very popular Pulled Pork-less.
Q: What is the current product range and variants and what makes these products stand out in the market?
A: The Coconut Bacon and Pulled Pork-less stand out because they are raw vegan organic and shelf ready. The Bacon is ready to eat from the bag and the pork is dried – just add water. They are great for camping, travelling or just a quick dinner.
Q: What is innovative or unique about the product?
A: The products are unique because Smoups use handpicked fresh coconuts from Samoa. The company has them sent to New Zealand within 24 hours of being picked off the tree. Smoups uses coconuts, before they mature and fall to the ground. The company only employs women and mothers to help them back into work, and hand scoop the coconuts here in New Zealand.
Q: Who is the consumer and what benefit does the product bring them?
A: The customer is vegan, vegetarian or looking to transition from a meat based diet, and Smoups products can help them make the move.
Q: What consumer trend does the product support?
A: Raw, vegan and concious consumers.
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