Jo Leontiades knows the challenges parents face when giving their kids treats that are processed, and often containing sweeteners, sugar substitutes or refined sugars.

As a qualified food scientist, and with more than two decades of product development and manufacturing in Australia, Jo set about creating a range of bake mix products for kids with all goodness and no nasties.

Jo and her hubby often referred to their son as a “grumpy bum” and so the name stuck for the launch.

With the school holidays in full swing, and return to school not far away, be a “smarty bum” and jump on board with these Aussie made goodies.

What inspired you to start a small business?

As a young mum, a few years ago I was confronted with the same issue many other parents face when giving their kids snacks – namely sugar. I saw there was a gap in the health food market for mums and dads seeking wholesome, no-sugar foods to fulfil their children’s breakfast, snacking and lunchbox needs. After close to a year of product development and testing, as well as brand and packaging development, I was able to launch the business in January 2023 and I haven’t looked back!

Grumpy Bums is now available in three flavours of mini muffin mix – apple & cinnamon, banana bread and strawberry yoghurt – as well as a banana muesli cookie mix, and can be purchased through selected IGA SupaMart stores, and online via Woolworths, Healthy Life, Nourishing Bubs, and the Grumpy Bums website.

What plan did you put together to get the business idea off the ground?

Grumpy Bums is mostly an e-commerce business, so I needed to strategically devise a plan leveraging my background in product development and retail while also surrounding myself with experts in the digital space.

The plan involved extensive market research and validation to identify potential gaps and demands in the industry, followed by testing of the business concept with over 80 families to gather valuable feedback. I was able to leverage my existing network to establish partnerships with leading ingredient suppliers, designers, and manufacturers.

Through the product development process we used the insights gained from our market testing, before embarking on branding and design, to craft a distinctive brand identity for the business. This was complemented by a user-friendly and visually appealing website to enhance the online shopping experience.

Our distribution strategy involved merging the e-commerce model with a retail presence to maximise market reach, which led to partnerships with retail stores. Finally, the launch campaign saw us utilise social media and influencer partnerships to create buzz around the Grumpy Bums brand.

What’s been the biggest change you have seen in the business as it has grown?

The transformation of our digital presence and the role it plays in driving our success!!

In the early stages, our online presence was modest, with a basic website and limited commerce functionalities. However, with the growth of the business, we recognised the paramount importance of an effective digital strategy. This transition involved not only revamping our website for a more intuitive and user-friendly experience, but also  incorporating digital marketing tools such as social media advertising, search engine optimisation (SEO), and email marketing.

What makes producing locally so important to the success of your business?

Grumpy Bums is 100% manufactured in Australia – all the wheat for the flour is grown and harvested in northern NSW, and all the freeze-dried fruit is grown in Victoria, with the exception of bananas which come from Queensland.

We’re very fortunate to have such amazing produce in Australia, and we believe the best food is located close to home, from an environmental, quality and economic perspective.

How do you deal with everyday challenges and hurdles in the business?

Start-up founders have to be resilient, and with that comes determination. While it can be lonely and challenging at times, I am fortunate to have supportive friends and family and a brilliant network of contacts across the food service industry to call on. I regularly catch up with my mentors and I also regularly seek inspiration from other founders.

Where do you see your business going over the next few years?

My aspiration is to change the way kids eat, giving everyone access to minimally processed foods that contain no added sugars or sugar substitutes. To fully realise this vision, the brand will venture into other food categories.

We’ve just launched our new wholegrain porridges – in Banana and Strawberry & Vanilla flavours. The porridge range has been created for kids aged from 12 months+, and they are jam packed full of oats, quinoa and real fruit.