In this Q&A, we talked to Leonie Lynch, Founder of Juspy.
# Can you tell us a bit about yourself & your business?
I am an art school graduate who painted for ten years in my 20’s before doing a Masters in Marketing in 2009 and a PhD in Branding and Visual literacy at the University of Limerick in my 30s (2011-2016). I am also a Pilates Instructor of 11 years. In 2014, I had an idea for a food product in the functional food space. In 2016, after graduation (and 6 months pregnant on my second) I started developing my business, brand and product through New Frontiers in 2017; Food Works Ireland in 2018 and then Going For Growth – Starting Strong in 2019.
The first product – a nutrient dense and delicious chocolate orange collagen drink was launched in 2018 on a market test basis. While it tasted divine and really worked as a functional food to nourish the body inside-out, it was fresh, in the chilled chain and had a 30 day shelf life, expensive ingredients, no manufacturer, chilled distribution required and it sank capital in that early stage. It was fraught with challenges.
In 2019, we pivoted massively and went back to the very original idea which was a powdered version of the ready-to-drink beverage. In October 2020, we launched the product again in powdered form, with some tweaks to the ingredients. Now we have an even better product, that tastes like health shouldn’t – a divine cacao and collagen powder blend, in a pouch with a lovely long shelf life. Ready to be shipped anywhere in the world!
# What inspired you to create this business?
In 2013, I was postnatal and more tired and busy than ever. While I knew a lot about nutrition and health at this time in my life, I was simply too tired to care. I wanted someone to think about it for me and hand me a healthy solution that tasted like health shouldn’t. Because I was tired all the time, I was craving sugar all of the time. I wanted to create a business that solved all of these problems for busy people to support them in the ever-changing moments of their lives.
# How has the COVID-19 pandemic impacted your business?
Covid-19 delayed our launch by 6 months. However, because of that, we were able to slow down and conduct two beta test groups of 100 paying customers each time, who gave us valuable feedback to enable us to launch a better product in October 2020. Also, we have focused on ecommerce first and Covid-19 has forced that.
Sure everyone else is doing it so why can’t we ?
This is for the crazy ones, the power users, the chocolate lovers, the…
We have just launched an amazing new product – a Cacao and Collagen Powder Blend that tastes delicious while also nourishing the body inside out. It is packed with goodness, a nutrient dense boost for sustained energy whenever you need it. It will keep you fuller longer, satisfying your head, heart and gut too. You don’t have to ‘try and be good’ when you have Juspy at home. All you have to do is enjoy the moment for what it is – a divine cacao punch full of goodness. It’s high in protein with a whopping 17g protein in each 40g serving. It is also a source of iron, fibre and vitamin C.
The powder is so versatile – you can mix it with just milk/alternative or add it to a shot of espresso and ice for a midmorning mocha; you can use it in pancakes or protein balls; sprinkle it on porridge or into yogurt; pimp up your breakfast smoothie by adding it to a banana and avocado .. the list is endless and only limited by your imagination. Our powder bend is made from natural ingredients (50% organic) including our hero ingredient marine collagen, cacao, coconut nectar, coconut milk, ashwagandha, chicory root fibre baobab, Himalayan pink salt. Our product contains no stabalisers, refined sugar or additives.
# Do you have anything else exciting in store for the remainder of 2020?
Product development is underway on our second product that we expect to launch in 2021.
# Where can people find you and purchase your products?
The All-Ireland Business Foundation is a national body which accredits best-in-class Irish businesses as Business All-Stars. We believe best-in-class companies should be clearly identifiable so consumers can purchase with confidence.
The Whitewater team photographed with their All-Star Accreditation certificate and medallion.
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