Episode #39 Meet Cass Spies Founder & CEO of Twisted Healthy Treats

Speaker A: Foreign.

Speaker B: David here from the Food Mentor podcast. Today we're joined by Cass Spees, founder uh and CEO uh, of Twisted Healthy Treats. Twisted Healthy Treats is one of Australia's leading better for you frozen dessert brands. Built on a simple idea, creating taste first products that never compromise on flavor. Kas started the business in 2010 with a single frozen yoghurt and smoothie bar before expanding into multiple retail locations and a strong presence in school canteens across the country. In 2015 she made the move into manufacturing, transforming Twisted into a scalable FMCG business and setting the foundation for national growth. Today Twisted is range in over 2,500 supermarkets across Australia as well as in the majority of school canteens nationwide and is expanding into international markets. Most recently the brand was launched a uh, world first innovation in the protein stick. Continuing to push the boundaries of the frozen category. This is a story of resilience, growth and category leadership. I hope you enjoy this episode of the Food Mentor podcast. This episode of the Food Mentor podcast

Speaker A: is brought to you by Twisted Healthy Treats, an Australian manufacturer leading the better for you frozen dessert category. Creating taste first products that prove healthier options never need to compromise on flavour. You can find Twisted in all major retailers nationwide as well as more than 5,000 school canteens across Australia.

Speaker B: To learn more, visit twistedhealthytreats.com. Welcome back to the Food Mentor podcast everybody. My name is David Burns, your host and, and today I'm joined with Cass Spees, who's the CEO and founder of Twisted Healthy Treats. Welcome Cass.

Speaker A: Thanks David. I'm so excited to be here. I love your show and I'm looking forward to our chat.

Speaker B: Thank you so much. Um, we love kicking off these chats with um, you know, what people were getting up to before they started this venture. And this venture for you is, oh my goodness, 15, 16 years now or so. So what was uh, and yeah we've had you know, doctors and nurses and plumbers and uh, lawyers and all different uh, people from different walks of life. What were you up to before, I think prior to 2010? That's right, isn't it?

Speaker A: That is right. Um, I was a project manager in financial services, uh, living in the uk. So very, very different, uh, to my world and my day to day, uh, life now. Ah, but you know, a set of skills that I learned um, in leading people, uh, that I, you know, I rely on each and every day. So yes, from frozen yogurt to, from finance to frozen yogurt, it's, it's a bit of a full Circle moment.

Speaker B: It's funny because, you know, the fin. The finance and the numbers component is often the piece that most people that I've worked with in the past don't fully understand. So it's uh, totally and utterly uh, relevant. So that's, that's excellent. So let's go back to where it all began. 2010. Um, you had your own, your own shop there. That's how it all began in, uh, 2010.

Speaker A: It is. So when I started the business, um, you know, the plan was to roll out a franchise network of retail, uh, locations. So frozen yoghurt and smoothie bars. Uh, you know, I'd always really admired the incredible, um, journey and success that Janine Ellis, uh, has had here in Australia with Boost Juice. Uh, and that was something that I was, uh, that we wanted to emulate with Twist It. Uh, what we saw really over the, you know, the course of five years was that um, you know, whilst retail is fun and energetic and exciting, what, what people were really, uh, you know, they were really resonating with taking our product home and enjoying it in the comfort of their own home. And that's really how we took the, I guess, left turn towards manufacturing, um, and wholesale. And that's where we are today. 100% wholesale manufacturing.

Speaker B: Yeah. Amazing. And um, it's interesting, isn't it? I mean, I do 100%, uh, concur with you. The frozen dessert, ice cube area is, you know, there was, and there probably still is lots of gaps in there in terms of innovation and the health, the health slant. So, uh, you know, congratulations on um, an amazing journey. Really sort of picking, picking that little gap in the market there, which is definitely a real one. You um, in 2015, then you got into your own manufacturing facility as well. So you actually manufacture yourself.

Speaker A: Yeah, look, Matt, 2015 manufacturing facilities, probably a bit of a stretch. Uh, it was a small room at the back of our Bon store, uh, that we converted into um, you know, a food safe, um, time. You can't call it, you couldn't call it a manufacturing area at all, um, to be completely honest. But that is, that is where we started our journey. So, um, you know, wholesale for us definitely started. Um, our first wholesale customer and still a customer very dear to our heart was Harris Farm Markets, um, in Sydney. Um, and we also really, I mean, you know, you make your own luck, David. But we, I feel very lucky that we also started our journey into school canteens. And that was something that really formed the bedrock of our wholesale journey, um, initially. So we sold our Individual, um, frozen yogurt cups to school canteens. Um, and I sort of started that, um, you know, taking my, my yogurts to school canteens. You know, one to one. You know, I think we got, I think we got up to about 30, 40 school canteens direct. Um, and from there we got picked up by a distributor. And so that is how we started the wholesale journey. So, yes, manufacturing facilities, absolutely not what that was, but I'm very, you know, I'm very proud. You know, you got to start somewhere. And that's where we started.

Speaker B: Um, and so just on, um, the canteens and the offer, there's just talk about the positioning of the, of the brand. Is it, Is it. Obviously it's healthy treats, obviously. Is it younger for. Primarily for young children? Is that, Is that the positioning?

Speaker A: No, look, we, you know, I mean, I guess definitely, um, we started, we started there. So uh, our, uh, mini cups, uh, of frozen yogurt, ah, are, you know, absolutely something that families, um, and children enjoy. But, you know, where we are positioned today is, you know, a better for you frozen dessert manufacturer and that, uh, with taste being, you know, number one, that that's where we start with everything we do. Um, and my vision, as, you know, founder and CEO of this business is that it is possible to enjoy desserts that are taste incredible, taste indulgent, but that are actually good for you. So, no, it's not, um, something that we. It's not just for children. It's. It's for anybody that likes ice cream. And that's, uh, that's most people.

Speaker B: Yeah, totally. And the interesting point you raised, I was reading, um, some bits and pieces yesterday around, um. Just because something is healthier doesn't mean it can't also taste great. I think. I still think there's outside, uh, of ice cream, but just more generally, especially if you go back, you know, a decade or more, there was a, you know, there was a movement around, um, you know, the health foods movement. And it was potentially sort of okay if it didn't taste amazing. But, you know, there's still an opportunity, particularly in the younger children's area, around the snacking area that, um, yeah, sure it's healthy, like, you know, dried chickpeas or whatever it might be, but, you know, they don't, they don't want to eat them. They want to eat something that's delicious.

Speaker A: I mean, absolutely. We, everything we do starts with taste first at Twisted. So quality ingred. Incredible. 100% Australian dairy always. Um, and that, you know, we start there and Then we create and build in the nutritional benefits. Um, from that point, you know, we've, if the product doesn't taste good, someone will buy your product once, but they won't buy it again. And um, you know, in this uh, incredibly exciting and challenging landscape of fmcg, you know, it's all about getting in that basket every single week. So we want to become a trusted um, Aussie brand that Australians um, you know, add to their weekly shopping list each and every week, 52 weeks a year.

Speaker B: No. 100% absolutely spot on. And tell us about in 2018 you did a rebrand to Twisted Healthy Treats.

Speaker A: We did. So we were Twisted Frozen Yogurt when we launched the business. Um, but you know, as we started to really expand our horizons, um, into the whole freezer category, you know, I realized that there was white space not just in that frozen yoghurt space, but you know, in all um, you know, I guess you could call them categories in within the ice cream freezer, um, aisle. So you know that's when we launched um, our protein ice cream. We have a zero added sugar ice cream on a stick. We do an incredible juice based ice block that has no added sugar. Um, so yeah, I mean it's really about, for me it was about standing in front of those freezers and having a look at all the different types of products available and you know, really asking the question why wasn't there a better few option, um, to go up against the multinationals, um, you know, they were doing with, with all their product ranges?

Speaker B: Yeah, no, absolutely. And um, I think along that journey you've been exporting to the US as well. I think I read we have.

Speaker A: So um, in uh, just around Covid. Gosh, when was that? 2020 I think we were um, export approved as a dairy exporter. Ah, which was uh, a journey that took took longer than I had expected. Um, but from that point we have been exporting our product uh, into the usa. Costco is one of our biggest um, custom um, uh, and we also uh, export our product into um, other places like Taiwan. We're just about to do some product, some um, exporting to Korea. Uh, so Southeast Asia is a real focus for us as a brand.

Speaker B: Yeah, yeah. Excellent. I'd love your views on uh, this actually wasn't one of my questions but I just came into my head when um, obviously in our industry lots of people are ah, a bit skeptical and or worried about you know, dealing with um, the major chains Coles and Woolworths. I don't, I don't concur with that. Myself, personally, I'd love your views on um, you know, dealing with coals and woolies here in Australia. Duopoly, um, you know, you know, versus, I guess, you know, the independent sector and potentially the food service sector. What's your, what's your personal experience there, Cass?

Speaker A: Um, I mean, you know, we, this, this business is, is, you know, as a true, a traditional, you know, true startup. You know, I started from A dollar. So when we first started, um, working with the major retailers, um, Coles and Woolworths, they very supportive of um, you know, a small challenger, uh, brand with an exciting idea. And both retailers gave us, um, an opportunity, uh, and shelf space which you know, m. We're very, very grateful for. Um, and you know, as we've grown with both retailers, uh, you know, you know you end up dealing with the same sort of challenges as the multinational brands. So you know, from, from our perspective, all the retailers, not just the, the two major ones, um, you know, Aldi and Costco, we also do a lot of, A lot of business with. Here in Australia. All retailers have been incredibly supportive and excited to be on the journey, um, you know, with a small Australian business, you know, with a dream and a team of people and a factory and you know, 100% Australian dairy and all the things that we're really trying to embody here at Twisted, um, you know, I feel as though, you know, there's a real, um, there is a sense of support. You know, it's a, there's a, it's a commercial negotiation at the end of the day. But there is also a real, um, I think there's a real appreciation for what we're trying to achieve here at Twisted.

Speaker B: No, that's excellent. I love that. And if you go back over the 15, 16 year journey, what would be, um, what would be the sort of one highlight that was sort of a defining moment over the, over the journey, Cass?

Speaker A: Um, I guess the factory that we've built here in Ingleburn. So um, we moved into this facility about three years ago and even though I say every year we're not going to continue to add more infrastructure, we're just about to do one another infrastructure project. But um, you know, I'm very, very proud when I walk around here, uh, um, at the factory, you know, we have an incredible team of people who come and you know, make beautiful frozen desserts each and every day. You know, there's about 60 to 70 people, um, here on any given day of the week. Um, you know, and that, that makes me, that makes me proud and, and you know, I, I don't often take the time to sort of smell the roses or look back at what we've achieved. But you know, if I was to really think about it, you know, the factory, it does make me happy to drive into the factory every day and see what we've, what we've been able to create over the last 15 years.

Speaker B: Uh, amazing. And I would imagine part of that would be just having 100% control of what you're doing and you know, instead of relying on, you know, third party contract manufacturers, which, you know, a lot of people do.

Speaker A: Yeah, absolutely. Um, it's, it's a, that's a game changer because what it means is we can pivot quickly. Um, you know, we can turn the, the capacity of the factory on and off depending on, you know, if we have a big export order, we can make sure, you know, that we're 100% focused on providing, producing the product for that particular order. So it's, it's a huge, I mean there's, there's other challenges that come with having a factory. Of course, sometimes I don't enjoy, but um, the ability to, uh, you know, I don't have to negotiate with somebody else for time on the line. And I think that's a really, um, important um, point. And the other thing, you know, I think that's worth noting is that, you know, we don't have, um, you know, contract manufacturing, uh, you know, margin built into our products on the shelf. And I think that's something that I particularly in today's, you know, cost of living, um, you know, such a huge focus with cost of living. You know, I think that's something that I'm very proud of. Being able to bring products to market, um, you know, at the best, at the best possible price, totally.

Speaker B: And mainstream, in that mainstream pocket, 100%. Um. Tell us about time. If you go back over the same journey, what would be, you know, the. One of, the. One or two of the key lessons learned. So you know, what's, what's happened along the journey when you've said, oh my God, I can't believe we did that. If, if anything, um,

Speaker A: I think I probably, uh, would have, I probably would have moved into this facility sooner. Um, you know, I think there were. Having, having the additional capacity and the ability to really, um, you know, drive volume into the supermarkets has been a huge game changer. Um, I also think I probably would have, if I had my time again, I probably would have Um, I probably would have invested in um, talent around, around me and the management team which is something that we've been able to do in the last few years. I mean I think that's really bought um a level of um, insight and professionalism to the business. Um, you know, for a long time it was kind of me and a very small team, um, really driving the business. And I think having talent around the table has helped help really um, you know, drive success in so many different areas. Um, you know, uptime in the factory, um, you know, better deals with our supply chain, you know, really making sure that we're delivering on time in full every, every time to the, to the major supermarkets. And I think that has been you know, having other people thinking about their different pillars of the business to support has been a huge, has been a game changer.

Speaker B: Oh, fantastic. I love that. Tell us about um, onto the, the marketing side of life. So obviously um, my personal view is you know marketing trumps anything any day of the week. And with the um, development of AI and all these different options, particularly around digital marketing. What's your, what's your philosophy there around um, how you go about marketing? Uh, Twisted Cass.

Speaker A: So we do a lot um, on our social channels. So you know we really, I believe strongly um, you know, customer advocacy and really having those um, you know, people who truly love your product not because you've paid them, but because they truly love, love your product and want to share that with their um, with their community. So we do a lot with um, you know, people who have, you know, really authentic small um, you know, communities around them. So we don't do those sort of you know, 3, 4 million sort of style um influences. We, we prefer to focus on you know, true authentic voice of our customer coming through. So we lot on our social channels, um, we have also just done a. We're just coming to the end of our first um foray into outdoor advertising, um, which has been. Which has been interesting and fun um, and. And a brand new um area for, for. For us as a business. And of course there are also the assets within the major supermarkets that you know, sort of form really a really important part of the, the overarching um marketing strategy for the business.

Speaker B: Yeah, no, I love that the uh, the digital, the digital piece is um, you can get such, such broad um accessibility to tons um of consumers quite quickly today. Can't you tell um us about um. So obviously recent, recent times you launched his protein stick. So you on the, on the coattails of the. Let's call it the protein boom, which is. I was talking to one of the buyers the other day. He's never, he's, you know, in 35 years of buying, he's never known a trend like it. So, you know, congratulations on, on jumping on the coattails of that. That's just fabulous. So what's, um, obviously, without giving the game away to the world there, uh, what's next for Twisted in terms of, you know, thinking and, uh, how do you continue to evolve, Cass?

Speaker A: Look, I mean, I think we're, you know, as a business, we're incredibly focused on leading the better for you space, both here in Australia and also internationally. Um, you know, we, we see a real opportunity to build a destination in the freezer, um, and really drive, Drive that incremental growth for our retailers. We, you know, we want our consumers to be able to go to the better for you category and purchase whatever sort of frozen. Frozen dessert or frozen treat, you know, that sets their heart on fire at that moment. And I think that's really, um, uh, that's really where. Where I see, um, you know, the big growth drivers. I think, you know, it is protein today. Look, we've had a protein ice cream in the market, nearly going. This is. We're going onto our third summer. So, um, it's an incredibly. It's been an incredible growth driver for everybody. Um, I don't think it's going away. Uh, but, you know, 10 years ago it was keto. Today, it's protein. You know, if you continue to make products that taste great, that are made with quality produce, um, you know, 100% Australian dairy, it doesn't, it doesn't really matter what today's trend is. Um, you know, if the underarching, if the underlying, you know, formulations, um, that you're putting into the market taste great and are better for you, you know, there's always going to, um. I think there's a real opportunity to really encourage those mainstream buyers into that category.

Speaker B: No, definitely, definitely. And, um, Cass, in terms of your pearls of wisdom or advice, if you are talking to someone who is thinking of starting up, whatever it might be, what would be your sort of, uh, advice on maybe one thing to do and one thing not to do?

Speaker A: Well, there's lots of things not to do. Um, I think my one piece of advice on what to do is to stay relentlessly focused on the quality of your product. Like we said at the beginning of this interview, if people buy your product once, if it doesn't taste great, they're not buying it again. So that is really important. And I think you can't really talk about the product without the customer. I am hugely, hugely focused on customer service. So if we get any kind of reach out on any platform, email, social, phone call, if a customer reaches out, we respond and we react in a timely manner. I think we're only here because people know put, you know, they buy our products with their hard earned money. So, you know, you cannot take that for granted. So product and customer is absolutely key. Um, you know, I think one thing particularly in Fraser, you know, you should never underestimate how hard the execution is. You know, cold chain is wow, it's a challenging. If, you know, if I had my time again, I'd probably do a cookie or a packet of chips or something that I could send in the post. Um, but, you know, you should never underestimate how hard pulling all the threads of an FMCG business together, um, to get that product on the shelf, you know, you know, that's a, that's a real, it's, it's an art. It's something I'm trying to perfect every day.

Speaker B: It's not a license to print money. Is it the FMCG game? Yeah.

Speaker A: Absolutely not.

Speaker B: Let's talk about, um, on a personal side, how do you deal with work life balance or work life blend? Obviously, you know, we can all work easily, work 168 hours a week if, uh, if we wanted to. Some people do. What do you, what's your, what's your work life bal like Cass?

Speaker A: Uh, um, I mean, it's not balanced. Uh, it, uh, you know, sometimes the family needs me more and a lot of times the business needs me more. So it is, it's not, it's something that, you know, I'm, um, you know, trying to navigate each and every day. My non negotiable is, um, you know, exercising for the first hour of the day. That's an incredibly important thing that I do. Uh, you know, it's not negotiable. I have most of my good ideas in that first hour of the day. Um, uh, my team often get, uh, Microsoft, um, team messages from me while I'm, while I'm training. But, um, you know, I think it's, it's a, it's something you just need to, you know, it's a, it's a daily struggle how to work life balance. I don't really think it is ever in balance. Um, and I think I would say I have an incredible team of people around me here at work and I'VE also had an incredible support network, um, as a mum in my family life. So, um, you know, I would. I don't want to sort of sit here and say I've done it all by myself. And, you know, that's absolutely not how. It's how it's come about. Yeah.

Speaker B: At my end, I call it work life blend. So, you know, pretty much always on, but with, um, you know, significant flexibility, I guess all year, all year round. So.

Speaker A: Yeah. Yeah. But you're never really off as a business owner. Never ever.

Speaker B: No, no, that's right. That's right.

Speaker A: Except at Christmas when we close the factory. Now that is a good two weeks.

Speaker B: Yeah, I love that. Two weeks. That's great. Um, a bit of a quirky one here. Let's move into, um, a bit of fun stuff. So if you, um, if you had an opportunity to have dinner with your favorite high profile person, dead or alive, who would. Who would that be? And m. Why?

Speaker A: So I. Look, I. This question I thought was, uh, was a good one. I. I've chosen an incredible, um, female Aussie entrepreneur who I think has just done such an amazing job. Um, her. Shelly Sullivan, who was, uh, the founder of Model Cosmetics. She was definitely not an over, um, you know, but what she did was she saw a gap in that, um, you know, high, low, uh, you know, luxury, uh, affordable, luxury makeup category. And what she created with Model Co is just nothing short of amazing. And so she, from an entrepreneurial perspective is someone that I just think is, you know, just. I'd love to sit down and have dinner with her.

Speaker B: Oh, I love that. Yeah, mine's, uh, mine's David Beckham. Oh, he's a good one. Always been a soccer fan. Love the documentary. Humble guy. And uh, yeah, just.

Speaker A: Just anything he touches turns to gold, eh?

Speaker B: Yeah, a little bit like that. And. And with his dearly beloved as well now.

Speaker A: Yeah.

Speaker B: Um, so, Cass, where can people find, um, twisted. Just maybe rattle through the sort of headline, uh, locations in here in Australia first.

Speaker A: So our products are available at Coles. They're available at Woolworths, Costco, uh, Aldi and school, uh, canteens across Australia. Yeah. Oh, and ample. Sorry. Let's not forget Ampole Foodery.

Speaker B: Yeah, of course. That's where we met. We didn't actually meet, but we sat on the same table at the gala dinner back in September last year there.

Speaker A: We did, yes. You. You were there with pies. I was there with ice cream.

Speaker B: That's right. Yeah. I was. Tons of calories for na. Not. Not so many at your end. Oh, that's good balance, no? Totally. Yeah, yeah, yeah, yeah, 100%. So, um, Kaz, how do people get in touch with yourself personally and, and, or the team? What's the best way to, to reach out for whatever reason that might be?

Speaker A: So our website or Instagram, so. Twistedhealthytreats. Uh, com and I'm also on LinkedIn, so I'd love to connect if anyone's got any questions or, you know, love to have a chat. I'm very, um, you know, a lot of amazing people have given me advice along the way, and I'm very, very happy to give back because it is, it can be a lonely journey, um, but, you know, a very worthwhile one.

Speaker B: Oh, that's so, so kind of you. Um, really been fabulous to chat. Congratulations on an epic journey. I wasn't, wasn't, um, fully understanding, um, your brand and background, but I'm expert level now, so really, really congratulations, uh, and, you know, best, best wishes for, uh, your future endeavors. I'm sure we'll bump into each other again from time to time and, um, yeah, thanks so much for your time.

Speaker A: Thank you. Really enjoyed it.

Speaker B: Excellent. Thank you.