Introducing a new product into the market is not easy. There’s a lot to consider, including market research, production, branding, packaging, marketing, distribution, sales, and much more. It's a venture fraught with uncertainty. What adds an extra layer of risk is managing an overseas supplier and launching a product featuring an age-old, traditional seed from overseas that's largely unfamiliar to most Australians.
But this is exactly what my guests on the podcast this week did.
In the latest episode of Foodpreneur with Chelsea Ford podcast, I chat with Melanie Salwa and Bhuvan Dua, the co-founders of Fox Pops. Their product, a light, crunchy, delicious, guilt-free snack deeply rooted in Indian tradition, recently made its debut at Foodpreneurs Festival in Australia.
During our chat, we delve into their meticulous approach to launching Fox Pops into the Aussie market, covering topics ranging from product naming and branding to pinpointing specific target markets and marketing strategies, including:
🦊 Why they’re focusing on the right ‘partnerships’ over the right ‘channels’ for now.
🦊 How they are bootstrapping their growth.
🦊 How they chose their product flavours during product development.
🦊 How they manage their margins working with an overseas supplier.
🦊 How working to their strengths has helped them create a successful working relationship.
🦊 How they juggle their supply chain, working capital and current stock to fulfill current orders while being mindful of product shelf life.
🦊Different tactics they use on social media (including a trick you may not know about!)
🦊 The marketing strategies they’re using as a startup without a ‘Barbie’ budget.
LINKS & RESOURCES
If you haven’t listened to Episode 79 (19 mins), ‘’Key Actions to Boost Profits Based on Your Revenue’’ listen here.
Season 17 with NFTC
Season 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.
If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.
They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.
Think of them as the ingredient partner that grows with you—not one you'll outgrow.
Check them out at nftc.com.au
