Small gluten-free brownie business Madethatway Ltd has just broken into the wholesale market with a range of different flavours on offer. Becky Williams chatted with the team about fostering a love of baking and using the best possible ingredients.
What is your company background, how did you start the business?
"I began baking at the tender age of two, sitting on the kitchen counter while my mum baked. This fostered a great love of baking very early on. I started the business two and a half years ago after being gluten free for five and a half years prior to that. I was completely underwhelmed and disappointed with the options available, so I decided to change the market myself. I started with a stall at a local market, and now two and half years on run a completely gluten-free kitchen that sells gluten free brownies to the wholesale market."
What are the current product range and variants and how do these products stand out in the market?
"We produce amazing brownies in a range of flavours. They are also completely gluten free, but they do not taste gluten free at all. Our brownies are also made by hand, under our watchful eye; we believe this is the only way you make a top quality brownie."
Do they utilise unique or new ingredients? Are they the only one of its kind?
"We use the best possible ingredients, no preservatives, no emulsifiers, not flavourings and no compound products. This is one of the most important pillars of our business, and we go to great lengths to make sure our products are better for people, using ingredients like real chocolate, Dutch cocoa, real butter and Tahitian vanilla.
Our flavours are incredibly unique, not your average chocolate brownie."
Has there been any recent company news?
"We have just recently built a new kitchen with large wholesale capabilities, this new kitchen is completely gluten-free and certified under HACCP. We are currently rebranding our company; we recently realised that our branding didn’t really encapsulate our ideas and values. We are very excited to share this branding with everyone."
What are the plans for the business moving forward, is there any expansion on the horizon?
"We are continuously looking to expand, having just broken into the wholesale market we are looking to find areas for our brownie to excel in. We hope to one day be the go-to brownie for anyone after a delicious treat. In a market of conscious consumers, handmade products produced with the best quality ingredients and a whole heap of passion we can only see it getting better from here."
Where are your products currently available to buy, and are you looking at or wanting to expand your availability? If so, where would you like to see the product situated?
"Our products are currently stocked in Farro Fresh and local cafes. We are also going through the final stages of having them listed with Bidvest, which will allow nationwide distribution. We’d like to see them in restaurants on dessert menus, delis and cafes as lunch treat, and retail food spaces as a snack. Our brownies fit into any situation seamlessly and are a great addition to any outlet."