Below Zero and Novel Category: 2023 Winner EatKinda - Strawberry Swirl and Mint Choc Bikkie
EatKinda Founder Jenni and Co-Founder Milli.
As the name reflects, Eatkinda is a brand that produces frozen dessert that not only taste good but makes you feel good when eating it! Using cosmetically imperfect cauliflower that would have otherwise been destined for landfill, EatKinda have made delicious frozen desserts with a creamy texture - and put sustainability at the heart of their production.
The judges were impressed with the novel use of rescued produce to deliver an innovative alternative which delivered on flavour – without a hint of cauliflower! The packaging is also completely compostable, moving the product towards being fully circular.
EatKinda have received widespread recognition of their innovative product with coverage in over 104 media outlets in Australia alone. The EatKinda story has been shared across media platforms and around the world including in Germany, America, Spain, Singapore, Canada and the UK, highlighting international interest in their product and demonstrating its global appeal.
“Winning two awards at the New Zealand Food Awards was an unreal experience, to be recognised for the work we had put in for three years despite all the challenges was truly awesome!
“The New Zealand Food Awards provided a platform for us to bring our innovative creation to the mainstream, and bring awareness that making sustainable choices can also be delicious. We can’t wait to take this kiwi innovation to the world.”
Entry (extracts):
1. Product Name
EatKinda - Strawberry Swirl and Mint Choc Bikkie
2. Product Description
Our super creamy plant-based frozen desserts are made with (wait for it) … cauliflower, including cosmetically imperfect ones, which in turn supports farmers, reduces food waste, and protects the environment. We believe in inclusive eating, offering allergen-friendly frozen dessert made without nuts, soy, dairy, and gluten. Our packaging is 100% plastic-free and certified home-compostable. We are committed to leading and inspiring other businesses to be as sustainable as possible.
Innovation:
3. Where did the idea for this product come from?
The idea originated from Jenni’s kitchen experiments, fuelled by her family’s vegan lifestyle back 20 years ago when there were no available products in this category. The goal was to craft delicious and inclusive alternatives to traditional foods for her children and their friends. The journey began with pumpkins unexpectedly sprouting from the compost and turned into a frozen dessert, which then progressed into Jenni’s personal challenge to craft frozen desserts using different vegetables while providing the ultimate eating experience. After much experimentation, a frozen dessert made using cauliflower was the family favourite.
Jenni’s idea gained momentum when she pitched it at a local start-up weekend in Taranaki in 2020 where she met food-technologist Milli Kumar. By the end of the weekend, the two strangers from different backgrounds and ages, united by a shared vision of helping the world eat differently, decided to turn this delicious idea into a global business.
4. Did you consider any new technology to your company in the development of this product?
The idea started with a 1-litre benchtop formulation which over 2.5 years has been scaled to >1000 litre batch for retail. Utilizing cauliflower has presented unique challenges that our strong technical team has worked on with support from Massey University, The Food Bowl, Callaghan Innovation and Agmardt.
5. What were some of the challenges in developing your product and how did you overcome them?
The development of our product presented several challenges. The main ones included achieving a desirable texture that is smooth and creamy, similar to dairy- based ice cream, and without any iciness or hardness; formulating without the coconut taste usually found in plant-based ice creams and allergens such as nuts and soy; and sourcing 100% plastic-free, certified home compostable tubs.
To overcome these challenges, we adopted a comprehensive approach. This involved conducting research, seeking advisors and experts to support us on our journey, and numerous trials and errors to find the best solution. Even through the many challenges we stayed true to our values to develop a sustainable and delicious product.
6. In your food technologist’s words, what was the proudest moment in the product’s journey?
The proudest moment in the product development process was our first public tasting event in May 2022 at Massey University. This event was a chance for us to showcase what we had been working on with our community, and an invaluable opportunity to gauge the public’s reactions and gather anonymous feedback on the texture, flavour, and sweetness of our frozen dessert to make further improvements for launch. The positive response we received, and the valuable data collected during the event, provided an unwavering source of confidence and determination to establish EatKinda as a staple in people’s lives.
Sustainability:
7. Describe how environmental outcomes have been maximised across the entire life cycle of the product and your company processes for achieving these outcomes.
Using cauliflower as an alternative to dairy milk offers environmental benefits as it requires less land, water, and emits fewer greenhouse gasses and eutrophication. Our initial research shows us cauliflower uses 93% less land, 91% less water, 84% greenhouse gasses and 53% less eutrophication compared to dairy milk.
We prioritise using cosmetically imperfect cauliflower (cauliflower which is left unharvested on the farms and goes to waste) reducing food waste and its associated environmental impacts.
In addition to our use of cauliflower, our tubs are 100% plastic free and certified home compostable. By choosing this packaging, we aim to reduce plastic waste and promote composting.
We are committed to making environmentally conscious choices and continuously improving our sustainability efforts. As we move forward, we will explore additional ways to enhance our environmental practices and contribute to a greener future.
8. Provide a specific example of environmental sustainability initiatives related to the product you have entered.
In New Zealand we grow cauliflower all year around, however in certain seasons there are ‘flushes.’ This is when there is more cauliflower available than there is demand and therefore it is left unharvested on the farms. Additionally, due to size, shape and colour retail standards there is rejected cauliflower which is perfectly fine for making frozen desserts. We are currently working with growers and industry to find a long-term solution to collect and process this waste for long term benefit, both for EatKinda and for cauliflower growers.
By choosing cauliflower and cosmetically imperfect cauliflower when available as our primary ingredient instead of dairy, we contribute to various environmental benefits, including conservation efforts, resource efficiency and enhanced food accessibility.
9. Describe how your company consciously addressed social sustainability across the entire life cycle of its products and your company processes for achieving these outcomes.
Our company is deeply committed to addressing social sustainability across the entire life cycle of our products. Through various initiatives, we actively support farmers, empower students, and promote gender equality. We intend to continue working on our socially sustainable practices, striving for constant improvement and expansion. Our goal is to make a lasting impact on the well-being of our community and society.
10. Provide a specific example of social sustainability initiatives related to the product you have entered.
We support farmers by purchasing cosmetically imperfect cauliflowers when available, reducing food waste, and contributing to the economic stability of farmers. We are passionate about empowering students by providing opportunities through internships and casual employment. For example, we recently hired undergraduate students to assist us with the manufacturing for our launch with Hell Pizza. This experience allowed them the opportunity of hands-on experience, skill development, and increased confidence. We hope to promote their professional growth and contribute to building a future generation of entrepreneurs and professionals.
Additionally, our company is founded by two women who see themselves as role models, sharing their success, achievements, and leadership. They aim to inspire and encourage other women to pursue their entrepreneurial dream, promoting gender equality and diversity in the business world.
Excellence:
11. Briefly outline your product development process.
Our product development process involved the following key steps – idea generation (November 2020) with Jenni and Milli meeting and recognising the potential; collaboration with Massey University for scale-up trials; a tasting event to test products and get feedback; refining the process over 1.5 years and successfully scaling up with Food Bowl to 100 litres of frozen dessert; a strategic nationwide launch in March 2023 in exclusive partnership with Hell Pizza; and scaling the process further to meet supermarket demand.
12. How did you determine the product’s likely success in market?
We conducted surveys, interviews, and data analysis to understand customer needs and market trends. Our competitive analysis then allowed us to identify gaps in market, and we also considered the market size and potential for growth. Our assumptions were validated through blind taste tests and consumer feedback, with industry experts providing their guidance along the way. Finally, our unique brand stands out among what’s currently in market, evoking joy and emphasising sustainability for both people and the planet, and we continuously refine our products based on testing and feedback.
13. Demonstrate the product’s success with sales and distribution information.
Our product has achieved remarkable success, generating wide consumer acceptance and user- generated social media content when it was launched into 77 Hell Pizza stores nationwide in March 2023. Despite initially supplying 6-weeks’ worth of stock, within the first week we had sold out in selected stores nationwide. By the third week, 40 stores had sold out, and by the end of the fourth week, most stores had sold out nationwide. This extraordinary level of popularity and success has positioned our product as a promising contender in the market. We have now secured a long-term contract with Hell Pizza and will be re-launching nationwide in July 2023. We are now in conversations with both major grocery retailers and smaller retailers to launch our 475ml offering.
Novel (now Technical Innovation)
14. What are some of the most novel and innovative aspects of this product, from ingredient sourcing to manufacturing and distribution?
EatKinda features cauliflower as a unique main ingredient, and our packaging is the first tub in Australasia to be 100% recyclable.
