Keira Rumble, 33, makes an unlikely food and beauty mogul.

The founder and CEO of the Krumbled Group (encompassing Krumbled Foods, Habitual Beauty and Mini + Me), is not exactly swanning around CBD boardrooms and dining at the latest hot spots.

During the working day, she’s more likely to be found in the kitchen at her NSW Central Coast family home, lunching on leftovers.

On the menu today is “really yummy” Vermicelli Chicken Mince Salad.

“I’m a big believer in doing batch cooking,” the frenetically busy mum of two, tells Australian Life. “We ate this last night for dinner and I’ve just thrown in a few extra herbs and spices to change it up a little bit for lunch today.”

Rumble, who holds a Bachelor’s Degree in Public Communications from UTS Sydney, also has a very healthy following of 351,000 on social media. She gives them no holds barred, daily video updates on her challenges and current emotional state. Her delivery is funny, warm, self-deprecating and entirely relatable.

In fact, Rumble is a natural, inside and out, with the kind of model looks that require little makeup. She might have just stepped off the set of Home & Away – a classic Australian beach girl.

This week, she was lamenting the fact that she needed “a whole forest of sage” (the energy cleansing herb), outside her front door. One of her two young children had come down with gastro, just as she was about to leave for an important meeting with one of her key stockists, Chemist Warehouse.

She was reduced to doing the meeting on Teams instead. Other brands, fighting for shelf space have huge investments behind them and powerful marketing departments, she told her followers on video. With a modest staff of 25, she’s at the coal face herself.

Keira Rumble’s career trajectory officially started in the kitchen.

“Food is something that I am passionate about,” she says. “I used to have a strong connection with my grandmother because we did a lot of cooking together.”

But in her 20s, she was diagnosed as pre-diabetic (insulin resistant) and was forced to quickly change her lifestyle.

She headed into the health food aisles of the supermarket to shop but discovered that many of the ‘so-called’ healthier alternatives on offer were actually full of sugar.

Rumble looked into nutrition. Soon, she was hand rolling protein balls and creating other healthy recipes at home, which she gradually started selling through local cafes.

“The food started to pick up really well and I decided to commercialise it a little more and find a team to work with me, including a nutritionist and food scientist,” she explains.

She also found a manufacturer. But that didn’t quite work out as planned.

“I could write a book on what not to do in business,” she says with a laugh. “I learnt very quickly that there’s a lot of cowboys in the manufacturing space. So, within six months I had pulled my product from the shelves because it wasn’t feeling right for me.”

At the same time, she had to fight to retain her own intellectual property (IP) rights. Perhaps other people might have given up at that stage, but Rumble went back to the drawing board and eventually found the right team.

“We launched Beauty Bites, which is the main product of Krumbled Foods,” she says. “My partner, Anthony and I decided that it was best to manufacture everything ourselves. That whole process took three years but it has been monumental for our growth and it’s helped us to scale our business,” she explains.

Somehow, she has managed to expand her business without a financial backer.

“We are completely self-funded but luckily we were able to put my earnings from being a brand influencer on social media, into the business. We don’t need to do that anymore,” she points out. “I only align myself with the few brands now who resonate with me.”

Perhaps what also makes Krumbled Foods, such an easy sell is because its owner is quite transparent about all the challenges she continues to face including a diagnosis of ADHD.

“After I had my second born I was struggling to get work done and I was feeling overwhelmed,” she explains. “So, I went to a psychiatrist to find out what was triggering me? Well, I have three businesses, so it was pretty clear that there was a lot going on. But I’m now on top of it all now with the right medication and therapy,” she says.

In the meantime, she has some exciting new brands she’s hoping to bring to market.

Other business identifies often ask about her exit strategy? But she’s never even contemplated selling her brand, she’s having far too much fun for that.

After all, Keira Rumble is not someone who follows the corporate script. She’s penning a whole new one.