This month we sat down with a new member of our KR Community: Phaedra Mensen about her food brand with a social mission, Spoony. With three awards alone in Foodlog and Foodpersonality's Healthy Innovation Awards, the year started off great for Spoony. The mission? To help parents get children to eat the recommended daily amount of vegetables in a playful and educational way. Spoony offers a wide range of products such as soups, sandwiches, soup sticks and pastas. All full of vegetables and full of fun. Empty plates have never been so much fun!
Hi Spoony!!!
How did you start Spoony?
I was always interested in healthy eating. Since becoming a mother, I found out that children are inundated with unhealthy options outside the home. You see it everywhere: at school, at sports clubs, on TV and online and even in all supermarkets. Stores very deliberately place these items at eye level for children to get the best results and they beg for unhealthy snacks as a result. This was my motivation to put down a healthy alternative for all children.
Can you say that your social mission is perhaps your highest priority?
Absolutely, my mission is central. We are an impact-driven organization. The food industry, on the other hand, has been operating for years in a less sustainable way that people don't like to change because it's not financially attractive. But if we continue like this, about two-thirds of the Dutch population will be overweight by 2040. This could have a major impact on both our economy and overall health
Did your background in marketing help you set up Spoony?
Definitely! It helped with my preparations, understanding my target audience and what I needed to focus on in the market. But it also gave me an edge in terms of strong branding. I knew that for children it was more than just a bright color and a funny character on the packaging; you really have to convince parents that your product is better for children. AND that they actually buy it.
You have quite a wide range of products such as soups, pastas and sandwiches. Was it always your plan to start a whole line?
Yes, because that was the only way I could contribute to my mission. To get kids to eat their daily amount of vegetables, you have to offer something for every eating moment. Together with the help of a regular test panel, we developed the whole product line that way and launched it in one go. Many people warned me that it would be too niche and that it would be difficult to really launch as a brand. But I'm not afraid of a challenge and making money fast is unimportant to me. I have a clear mission and in doing so I don't compromise when it comes to profits.
And now the question every parent asks: How to do it!
My products are very easy to add to the daily routine. But even more fun is that with a unique game element, Spoony also gets kids themselves involved in healthier eating! With the do-it-yourself packages, we encourage kids to cook for themselves. Our research showed that when children cook for themselves they like it even more, want to eat more and are proud of their own results. And that works perfectly! That sounds logical indeed, because I have that same feeling myself as an adult.Â
We really love your social mission and are glad you are part of our KR Community. Are you having a great time?
Yes I think so too! I heard about Kitchen Republic several years ago, but didn't need a kitchen space. But when I found out there is now a KR Community, I was eager to connect and share information with other food entrepreneurs. I especially look forward to seeing like-minded people who also have a clear mission and are challenging the current food landscape, just like Spoony.
Here we are in complete agreement. Thank you Phaedra for our conversation. You can buy Spoony at Jumbo and Crisp. Be sure to follow their account on Instagram and Facebook to stay up to date on new developments.
Deze blog is kind- en oudervriendelijk <3 🌟