98. Well&Truly

The all-natural allergen-free snack alternative with mass market appeal

Founders: Maria Trechman and Sara Trechman
Founded: February 2015 (launched February 2016)
Website: www.wellandtruly.co.uk 

It’s still early days for Well&Truly, having just launched in February – nevertheless, the healthy snack alternative start-up proving “less is moreish” has already secured listings in more than 1,000 Tesco stores nationwide.

Swedish-born sisters Maria Trechman and Sara Trechman founded the company after they saw the growing popularity of free from food in the UK – according to a Mintel report 55% of the population buy free from, with 98% doing so as a lifestyle choice rather than because of allergy. With a clear market, they saw an opportunity to boost the mass appeal of free from products simply by improving the taste, look, feel and branding.

Sticking to an all-natural ingredient ethos, with branding and a price that appeals to the British consumer, Well&Truly’s first product – ‘Gluten Free Tortilla Chips’ – has clearly hit the spot. Alongside their Tesco listing, the duo has begun to target additional national chains and specialist and online retailers. Next month should also see the launch of the company’s second product in Wholefoods as it continues to build nationwide distribution, with an advertising campaign around London planned for the summer, as well as appearances at various food and country shows to drive brand awareness. Still in its infancy, Well&Truly is a company with a simple mission but big ambitions – we predict big things.

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