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NATURAL & ORGANIC Australian owned producer of “healthy and flavourful foods with function”. With an understanding that health begins in the gut, the brand says it’s creating functional foods that have a “healing purpose” but that are also convenient for busy lifestyles. IQ.N’s Collagen Beauty offering includes Healthy Glow Collagen Beauty Powder (claimed to be made with grass-fed beef collagen) and Skin Glow Marine Collagen Beauty Powder to use for a “refreshing” drink, plus a range of natural bars, among them Skin Glow Marine Collagen Beauty with Blueberry, Rose & Pistachio, and Healthy Glow Collagen Beauty with Fig & Lemon. According to Broth & Co co-founder Nellie Procopiou, Covid-19 has made people more aware about functional, good-for-you food that helps improve health and wellbeing. “The pandemic has kept more people at home and introduced them to a healthier lifestyle,” she said. “This has created a highly engaged audience, and Australians are very keen on improving their wellbeing naturally through food. “Both the beauty and fitness industries have taken to collagen because it’s high in protein, is good for reducing your appetite and improving skin, hair and nail health: beauty from the inside out.” Ms Procopiou believes education is the key for both retail staff and customers when it comes to choosing a snack that’s “truly” a good-for-you wholefood containing only “real food” ingredients that improve one’s health and appearance. For this, the company uses channel specific merchandising, marketing and promotions. “Retailers have increasingly become aware that the healthy food category is very important and so have increased its presence in their stores,” Ms Procopiou said. “Healthy functional foods that are convenient are the future as Australians try to improve their immunity, beauty and wellbeing naturally.” Blended with science Golden Grind, according to co-founder Sage Lamont, has created a range of “innovative” health products that help consumers “avoid and cure disease and illness through what they consume”. “\\\[We’ve\\\] brought to life easy, tasty and relevant products that fit into everyone’s lifestyle, through the blend of science and traditional remedies,” she said, adding that the company recently launched a new range of products sitting across tea, blend and supplement categories. “These \\\[new\\\] products utilise over 50 natural herbs, botanicals, spices and mushrooms to provide consumers with ailment specific, functional products that help them achieve their health goals.” In terms of challenges, Ms Lamont says that, as with most Australian brands, Golden Grind’s supply chain has been affected by the flow-on effects of the pandemic – “although we’ve been able to navigate any out-of-stocks through extensive and thorough forecasting”. “In addition to this, the innovative nature of our products means that a big challenge we face is educating consumers on what our products are, what they do and how they do it.” When it comes to supporting retailers, Ms Lamont says Golden Grind is driving a strong digital marketing campaign for 2021 with a focus on influencer campaigns. “We’ll be coupling this with in-store activations and point of sale efforts,” she said, also noting the company’s “amazing products with the highest level of efficacy”. To maximise category sales, Ms Lamont TO PAGE 40 murrayriverorganics murrayriverorganics APR, 2021 RETAIL WORLD 39