A new exciting business has been launched in Forest
Hill: Helen Wicks from the Forest Hill
Society met Lucy Woodhouse, co-founder of ‘Claudi & Fin’ at the Tea Pot
Café in Forest Hill.
Lucy,
together with her business partner Meriel Kehoe, have not only recently
launched their new unique Greek style frozen yoghurt lollies but have won a
competition to supply the lollies exclusively to Sainsbury’s. Both women live in SE23.
Helen:
Congratulations on your success. It would be great to share your
story... why ice lollies?
Lucy:
I love ice lollies...always have done.
I wanted to find a healthy lolly option for my daughter and I looked
around in the chill cabinets in the supermarkets and could not find a healthy
ice lolly. Most of the brands I found contained huge quantities of sugar and
unnatural ingredients. I also love Greek
yogurt so decided to set about making my own ice lollies and experimented using
natural ingredients at home.
The
great thing about ice lollies is that small children can hold a chunky stick,
thus become independent eaters very quickly.
When I gave my daughter, Claudia, her first homemade ice lolly and saw
the joy on her face - I knew I was onto a winner! It then occurred to me that there is a gap
in the market!
Helen: How did you meet Mariel, your business partner?
Lucy: We both have young children whom, you
won’t be surprised to know are called Claudia and Fin! We met at a playgroup opposite Fairlawn
Primary school in Honor Oak Road. We
got on really well and we both wanted to find something to fit around our
children, which meant working from home.
Making ice lollies was a perfect solution. So one day, over egg and
chips in Dulwich Park, I pitched the case to Meriel for an ice lolly
business!
Helen: Have you
always lived in SE23?
No,
I am originally from Derby but moved to London for work and lived in several
rented flats. In 2003, I read an article in the Evening Standard about Forest
Hill, I had never heard of Forest Hill but like the sound of it, so decided to
pay a visit and as soon as I got off the train, I knew I wanted to live
here. I rented near Horniman Gardens,
then Tyson Road and eventually bought my first home not far from Honor Oak Park
Station.
Helen: Was it an easy decision to leave Morrison’s and
start up your own business?
Lucy: I
lived above our family fruit and vegetable shop from the day I was born for
seven years and am from a family of entrepreneurs so it was probably
going to happen one day! My previous work in branding, marketing and
manufacture certainly helped to make me feel it was possible. Support from
family and friends, the flexibility around childcare and finding a great
business partner in Meriel, all helped.
Helen: How did you start up?
First
of all, in my kitchen, we experimented with lots of ingredients and tested the
finished products on various children and also gave samples to play groups.
We
market tested the branding of our product. We sent on-line surveys to friends
and friends of friends. We received over
200 responses. As a result we were able
to improve the images used on our packaging. We were told that the characters
looked sad so we made the eyebrows look more appealing! The British Library in particular was an
excellent source of information and free reports.
Helen: Did you receive any professional support?
Lucy: Yes, one company that was particularly
useful were the Enterprise Nation, an organisation that helps ‘start ups’. The
advice we received there from Emma Jones was incredible and the website is full
of really useful tips, well worth the small fee of £20 per year membership.
Tony Goldsmith from South East Enterprises was also brilliant, he helped us
with our business planning.
Helen:
Wow! An exclusive contract with
Sainsbury’s! What a fantastic
achievement, how did that come about?
Lucy: I just saw the competition on the
‘Start up Britain’ website, now ‘Centre for Entrepreneurs’ and we decided
to enter and we were one of four companies to be offered a
contract. It was very competitive, with over 400 food start-ups
competing. Ten were shortlisted and we all had to pitch our product to a
panel, in Dragon's Den style. We launched our Claudi & Fin Greek Style Frozen yoghurt lollies in
multipacks of 4, in Sainsbury’s in May 2014.
Helen: Are you still making the lollies in your
kitchen?
Lucy: Sainsbury’s have worked with us to find
a manufacturer who complies with the strict standards
required. We did have to compromise however and the product is unfortunately
not organic but still contains nearly 20% fruit, and vitamin D.
Helen: Is
Forest Hill Sainsbury’s stocking the lollies?
Lucy: Unfortunately no, but the lollies are
on sale in larger Sainsbury’s, including Sydenham and Dog Kennel Hill branches.