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Top new businesses of 2016: Well&Truly

The low-calorie, all-natural snack range that aims to taste as delicious as the unhealthy options

Founders: Maria Trechman and Sara Trechman
Launched: February 2016

Over the past five years, free-from foods have graduated from niche to mainstream, with a report from Mintel revealing that 55% of the UK market now buys free-from.

Despite the size of this market, Swedish-born sisters Sara and Maria Trechman noticed that it was lacking in healthy snacks that tasted just as good as their sugar, fat and gluten-loaded counterparts. As a result, they founded Well&Truly, and in February launched their gluten-free, 40%-less-fat tortilla chips.

Quickly securing listings in over 1,000 Tesco shops and their online store – no mean feat for a start-up in its infancy – Well&Truly’s tortilla chips made waves in the free-from industry and have since been featured in numerous healthy eating and lifestyle publications.

In May, Well&Truly introduced its second product: an on-the-go gazpacho drink that contains two of your five a day, which launched in Whole Foods Market. Its third product – gluten-free, low-calorie cheese sticks – have also joined the shelves of Tesco.

Well&Truly’s mantra that “less is moreish” is reflected in their products, which contain no MSG, trans fats, GM ingredients or artificial anythings. According to Well&Truly, all ingredients are sourced from nature and only those that help create an all-natural and tasty product are used.

Well&Truly is continuing to build nationwide distribution by targeting national and specialist retailers and attending events to drive awareness. And with supermarket success already under its belt, new products in the pipeline and a listing in our Startups 100 for 2016, Well&Truly has the potential to become a prominent mass-market brand.


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