Australian health food brand Simply Wholesome Pantry has surpassed three million units sold and $12.5 million in sales and this month is launching three new Salad Dressings into the Woolworths health food aisle nationally.
Incorporated in September 2023 and launched into Woolworths just four months later, Simply Wholesome Pantry has grown at a compound annual growth rate of 140%, selling more than 5,000 units every single day, according to the brand.
“The engine behind that growth is the Instant Nourish Bowl range, which commands more than 60% market share within its health food category at Woolworths, outpacing both category and retailer benchmarks,” says the brand. “It is a feat achieved not through legacy distribution or heavy above-the-line spend, but through a deeply loyal digital community and relentless product innovation across Recipe Bases, Air Popped Rice Cakes, Quick Cook Grains and more.”
The Salad Dressing includes flavour profiles; Creamy Caesar, Italian, and Manuka Honey & Mustard and marks the brand’s next chapter.
Made with avocado oil and apple cider vinegar, free from seed oils, gluten free and low in sugar, the range reflects “the same clean-ingredient philosophy that has defined Simply Wholesome Pantry from day one.”
The brand’s commercial strategy is led by the former management team behind Keep It Cleaner Grocery, a brand that achieved a comparable high-growth profile before being acquired by Openway Food Co just 3.5 years after incorporation. “That proven playbook of building challenger FMCG brands from emerging concept to trade-ready asset is now being applied with deliberate intent at Simply Wholesome Pantry.”
The brand is backed by Conargo Capital, a strategic FMCG-focused growth investor providing the capital runway and commercial expertise to support its next phase of expansion, which includes entry into additional major Australian retailers, and forecast export into New Zealand and the Middle East by end of 2026.
“Simply Wholesome Pantry is going to be a major Australian household brand. We’re well capitalised, we have an experienced team, and we’re aggressively expanding into new categories, new retailers and, soon, international markets, all while keeping health, convenience and ingredient quality at the centre of every product we launch,” says Tom Paton, Director of Simply Wholesome Pantry.
The dressings have an RRP of $8 and are available in the Woolworths health food aisle nationally.
Simply Wholesome Pantry is currently ranged nationally in Woolworths and leading independent retailers across Australia.
