Navigating the Food Industry: Cranky Health

Adam and Belinda Macdougall talk about their health food products

02 November 2018

Belinda and Adam Macdougall have experienced some enormous wins as owners of Cranky Health, including being Australia’s fastest growing health business.

Their initial success came in the form of The Man Shake and The Lady Shake, with a kids’ shake in development for 2019.

But it wasn’t always smooth sailing - as Adam and Belinda tell The Mentor with Mark Bouris.

“We collaborated with some doctors and food scientists to create the products, and the interesting thing was Belinda was always asking ‘why can’t we do it this way?” Adam said.

“Which is an interesting way of looking at it, because sometimes when you’re an expert in that field you’ve got blinkers on because you’ve been institutionalised or indoctrinated to think a certain way.”

“But when you come in with less of a rigid view you can challenge people and that’s what we’ve done, we’ve challenged our food scientists.”

The challenge was mostly about the ingredients - and making the best product available instead of trying to compete on price and margins.

“Everywhere we went, people wanted to add heaps of sugar to the product and they said because sugar is cheap,” Belinda added.

“So if you want to go into retail you need sugar otherwise there’s no margins, but we said we’ll just be an online business and make the best product ever, and our margins will be smaller.”

“That’s the problem when you go into supermarkets, the products are still ladled with sugar because sugar is $1 per kilo and protein powder is $20 per kilo.”

Listen to the full conversation between Mark Bouris and Adam and Belinda Macdougall on The Mentor podcast here.