Absolute Nutrition
Absolute Nutrition director Jo Davey founded the company in 2014. At that time, she had four small children under the age of six and was working full-time as a medical secretary in the National Forensic Service.
“I brought food and snacks with me everywhere I went, but I was also time poor and didn’t bake much,” she says. “I started making raw balls and snacks because we all loved them, and they are quick and convenient. I was pretty good at creating flavours and I also found that I could add a multitude of healthier ingredients, while still ending up with delicious- tasting snacks. This is exactly what I needed because I had to take care of myself, as I was suffering from exhaustion, and it paved a way for my children, who are all now older, to understand and enjoy the benefits of healthier snacking.”
Jo decided to gift some of her protein and energy balls to friends who attended a local gym. “Everyone seemed to be time poor and a lot of people don’t like to buy expensive ingredients and end up with something that doesn’t look or taste good, so within a few months the gym had asked me to supply their new café,” she says. “At the same time, I was offered a place on the Food Academy Programme, which I accepted because my ultimate goal at that point was to be able to supply high quality, functional and convenient snacks to the retail industry in Ireland. There wasn’t much choice or many options back then and I saw a gap for a really good Irish snack brand. Being passionate about nutrition, I wanted to change the way people snack and, fast forward eight years, there are very few retail stores, cafés or corporates that don’t have healthier snack options available.”
Best sellers
Absolute Nutrition’s first product on the market was their original Chocolate Protein Ball, which is still their best-selling product. “We launched a very successful Christmas range for 2022, which includes our Raw’ffaello Bliss Ball, Christmas Pudding Bliss Balls and a rich Chocolate Orange Bliss Ball, into Avoca, Fresh The Good Food Market, and select cafés,” says Jo. “And for 2023, we plan to launch our Peanut Butter Rawlo and our nut-free pouch range, which is ideal for school lunches.” Funds for investment can be a major challenge for smaller producers, but the Absolute Nutrition business has grown steadily year on year. “We have been quite successful in managing our own funds and I think it is important to not bite off more than you can chew,” she says. “We have also availed of funding and supports along the way from our Local Enterprise Office in south Dublin.”
Marketing and sustainability
In the beginning, Absolute Nutrition was marketed on social media and through word of mouth. This progressed to a weekly market, increased social media presence, and then marketing support from the Food Academy Programme. “Our current marketing strategy is still a low-budget one, consisting of updates and interactions on our various social media pages, collaborations with customers and suppliers, and through absolutenutrition.ie,” says Jo. “We also have branded vehicles delivering across the country.” Not only is Absolute Nutrition’s philosophy one of minimal processing and nutrition, Jo says that it is also about taking care of our planet and reducing, re-using and recycling. “All of Absolute Nutrition’s packaging is fully recyclable or reusable and we boast a zero-food waste policy in our bakery,” she says. “All our ingredients are sourced through ethical and sustainable Irish suppliers.”
Inflationary challenge
What impact will continuing inflation and global uncertainty have on the business in 2023? “Challenges are par for the course in any business, but continuing inflation is a sharp sting to everyone,” says Jo. “We have had multiple increases in price from all suppliers and our costs have increased dramatically. While we endeavour to work around these hikes and run our business, there is a limit for everyone. We have come out the other side of a very challenging three years and I am confident that we will continue to produce our food for as long as we have a market and ingredients. What happens globally is anyone’s guess at this stage, but when times are particularly challenging there is a great network and sense of support between us and our fellow food producers. We all face the same challenges together.”
Brand ambition
Jo has high hopes for the further development of her business this year. “Absolute Nutrition is a highly exportable business, and we look forward to focusing on our export plans in 2023,” she says. “We also have a lot more ground to cover in the domestic market and we are pleased to add another van and staff member to our team this year. My ultimate ambition is for
Absolute Nutrition to be a household brand name, both here and abroad. Food is evolving, dietary habits are evolving, and nutritious convenient snack food is a way of life rather than a ‘trend’. With a range of flavours, we have something for everyone, and we look forward to changing the way people snack by encouraging them to choose healthier options over highly processed, and sugar-laden alternatives.”