With increasing awareness and demand for fitness and health products among people in Singapore, the market for health food and products is certainly booming.
We spoke to the LadyBosses behind The Whole Kitchen – a company focused on creating gourmet, wholesome and healthy food, made in Singapore.
The 2 women behind it are Anne Swain, a nutrition health coach and Susan Soulard, a professional chef, who are both Directors of the company. Anne and Susan are two Singapore-based Australians who found it a challenge to find genuinely healthy and tasty food options – so decided to create the foods they were looking for themselves.
The Whole Kitchen’s products are natural, gluten-free, refined sugar-free, free of additives and preservatives.
The Whole Kitchen’s Sample Box
Can healthy snacks actually keep you full? The LadyBoss put their Sample Box to the test (consisting of granola, nuts, energy pearl packs), and we absolutely loved it! We appreciated the good variety of snacks within the box, and that the items were thoughtfully-packed so we could enjoy them on the go.
The highlight of the box for us was the Energy Pearl packs, (in particular the Peanut Sesame and Coconut Cardamom) which were delicious and filled us up for almost 4 hours after first consuming them.
Energy pearls are raw, vegan balls of goodness (also known as Bliss Balls or Protein Balls) made mainly from nuts and dried fruit. These energy pearls contain very low sugar levels, and offer a great hit of energy, and are perfect for afternoon snacks or breakfast on the go.
We interviewed Anne Swain, Director of The Whole Kitchen to learn more.
Q: Tell us about your entrepreneurial journey, how did you begin?
A: We were two friends, living in Singapore, who both found it a challenge to find wholesome food on the market, so decided to make it ourselves! I am a Nutrition Coach and Susan is a Chef, so we have brought taste and nutrition together to bring delicious food first and foremost that is also genuinely healthy. Our vision is to make healthy eating enjoyable and accessible to everyone.
Q: Who are your main customers?
A: Anyone who is conscious of what they put into their bodies but doesn’t want to compromise on taste. All our food is gluten free, refined sugar free and made from wholefood ingredients, without any additives or preservatives plus is enjoyable to eat! If you eat good real wholesome food, your body will love you back with more energy and vitality.
We both found it a challenge to find wholesome food … so we decided to make it ourselves!
Q: Tell us more about how you create your products?
A: Susan is our creative genius and innovator behind our amazing recipes, bringing unique ingredients and flavour combinations together for a culinary experience. Whilst she works on the taste experience, I work on the nutrition of the products to make sure they are all nutritionally sound and can be enjoyed as part of a balanced healthy diet.
Q: What is your most popular product?
A: Our Signatures are our Hazelnut Cacao Energy Pearls, our Rock Salt Rosemary Nut Mix and our Pecan Coconut Grain Free Granola. And we have a new kid on the block, our Banana Vanilla Bean Loaf which is quickly becoming a favourite. It tastes so good you won’t be able to tell it is made with ground cashews as the flour and uses only bananas for sweetness, with no added sugars or flours!
Q: Who are the founders and what are their backgrounds? How do you delegate the work between the 2 of you?
A: We both bring very different complimentary skills to the table, which works really well for our business. Susan, is our head chef and manages the business account operations and I run the sales, marketing, logistics and nutrition strategy of the business. We make a great team and it is invaluable to have a great partner to work with. It makes the journey more enjoyable and rewarding.
Q: What has been the public’s response so far? Is there a growing market for healthy food?
A: We have been overwhelmed with the positive response we have received to our launch! It goes to show that people are open to exploring healthier options for themselves and their families and this is what we look to continue to bring to our customers. We couldn’t be happier that people are enjoying our food!
People are open to exploring healthier options for themselves and their families and this is what we look to continue to bring to our customers.
Q: How have you been marketing your company so far? What has been successful for you?
A: Instagram and Facebook have been fantastic social media platforms in which to spread our message and to get our brand out. We also have a website where people can find out more information and purchase through our online shop.
Additionally, we are loving attending markets and events, and meeting so many inspiring people. Like the great events run through Ladyboss, which we love attending.
Q: What is the biggest challenge for your business?
A: Work/life balance! It can be a real challenge to keep things in balance between husbands, kids, friends, exercise, etc., when you are so passionate about your business and what you are doing.