Wolf and Woodsman

Wolf and Woodsman: A Crispy Venture Unfolds

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Updated on March 20, 2024

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Like an unexpected recipe rising to culinary acclaim, Wolf and Woodsman’s venture into the world of gourmet crisps has whipped up quite a stir in the snack industry.

Not simply a tale of three men and their quest for the perfect sweet potato crisp, it’s a narrative of entrepreneurial spirit, gritty determination, and the audacious ambition to challenge the status quo in a saturated market.

As we navigate through their journey, it’s intriguing to consider: Will their commitment to quality, premium pricing, and ambitious future plans ensure their venture survives the cutthroat world of snack foods?

The Founding of Wolf and Woodsman


How did the journey of Wolf & Woodsman, the brainchild of brothers Johnny and Deal, along with partner Steve Knowles, begin?

The founding inspiration emerged from an entrepreneurial journey that started with childhood ventures in pocket money schemes. As adults, their shared passion for fitness led them to search for a healthier, tasty snack option. They discovered the potential of sweet potato crisps and embarked on crafting a premium snack business.

Wolf & Woodsman was thus born, reflecting a commitment to quality and good taste. From its inception, the team envisaged a brand that stood out in the market, combining rustic charm with a premium feel.

The journey wasn’t without challenges, but their entrepreneurial spirit kept them motivated, underscoring their commitment to mastery.

Product Development Journey

Transitioning from a simple idea to a tangible product, Wolf & Woodsman’s journey in product development was marked by perseverance, innovation, and a relentless pursuit of quality.

The initial challenge was creating the perfect sweet potato crisp at home. Collaborative innovation played a crucial role, as they partnered with professional chefs to leverage culinary expertise. Participating in innovation events, they refined their product, staying committed to achieving the desired crispiness without frying.

Over a span of three years, they focused on consistency, ensuring each batch mirrored the last in taste and texture. This meticulous attention to detail, coupled with an unwavering commitment to quality, led to the launch of a premium snack that truly epitomizes their brand’s ethos.

Branding and Marketing Strategies

Having perfected the product, Wolf & Woodsman then turned their attention to developing a compelling brand and implementing effective marketing strategies. The rustic, visually appealing packaging design captures the essence of the brand’s outdoor ethos. This premium positioning differentiates them from competitors, making them stand out in the crowded snack market.

They’ve made a concerted effort to highlight their business journey and embrace outdoor events, like the Balmoral show, to promote their product. Social media engagement has been pivotal, allowing them to connect directly with consumers, share their story, and build a loyal community.

Their strategy cleverly blends traditional and digital channels, ensuring their brand resonates with a wide audience while maintaining its unique identity.

Sales Tactics and Expansion Plans

In their quest to carve out a niche in the snack market, Wolf & Woodsman initially targeted bars for sales, maintaining a higher price point to reflect their premium positioning. These pricing strategies served two purposes: to establish the brand’s luxury status and to ensure profitability.

As part of their market penetration plan, they’re now expanding their reach to upscale cafes and retailers. Strategic partnerships have also been formed to foster brand recognition and stimulate growth.

With a solid local base achieved, Wolf & Woodsman is setting its sights on international expansion. Drawing from their entrepreneurial spirit, the team is actively exploring opportunities in foreign markets, with export schemes being a key component of their strategy.

This is a crisp venture that’s steadily unfolding.

Challenges and Future Visions

Wolf and Woodsman

Despite their successes, Wolf & Woodsman face a unique set of challenges in their pursuit to become a leading snack brand. Managing production costs, ensuring consistent quality, and adhering to regulations are constant hurdles. Notwithstanding, they’re undeterred, with visions that extend beyond profit.

They’re intent on enhancing sustainability practices, reducing their footprint while producing premium snacks. They’ve also made community engagement a priority, aiming to foster relationships and contribute positively to their locale. Future plans include launching new flavors, expanding their distribution, and growing their brand recognition.

Through strategic planning, they’re not just navigating challenges but also cementing their place in the competitive snack market. Wolf & Woodsman’s journey is a testament to perseverance, innovation, and a commitment to sustainability and community.

Frequently Asked Questions

What Was the Inspiration Behind the Name ‘Wolf & Woodsman’ for the Snack Business?

In their naming strategy, Johnny, Deal, and Steve chose ‘Wolf & Woodsman’ for their snack business. The name’s inspired by the wild and natural elements, reflecting the brand’s commitment to quality and authenticity.

It’s not just a name, but part of their brand storytelling, capturing their venture’s spirit, its boldness, and connection with nature. They’ve used it to differentiate themselves, aiming to create a strong and unique identity in the competitive snack market.

How Do the Founders Balance Their Roles and Responsibilities in Running the Business?

In managing their snack business, the founders excel in role delegation and financial management. They’ve divided tasks based on their strengths, ensuring a balanced workload.

Johnny’s knack for creativity drives product development, while Deal’s business acumen steers financial decisions. They continually evaluate their roles, making adjustments as needed.

This strategic division of labor is key to their success, allowing them to run the business effectively while fostering growth.

Are There Any Special Dietary Considerations in the Production of Your Snacks, Such as Gluten-Free or Vegan Options?

They’re keenly aware of dietary restrictions and health benefits. In their quest to offer a premium snack, they’ve made their product gluten-free. This caters to a growing demand for gluten-free options.

They’re also exploring vegan offerings, aligning with their commitment to health and wellness. They’re dedicated to ensuring their snacks meet diverse dietary needs, while not compromising on taste and quality.

Can You Share Any Interesting Customer Feedback or Stories That Have Impacted Your Business Journey?

They’ve had fascinating interactions with customers. One loyal fan suggested a new flavor which they’re now considering. This feedback implementation has allowed them to constantly adapt their product line.

Another customer shared how their crisps were the highlight of a hiking trip. Stories like these haven’t only validated their brand’s direction, but also fostered a sense of community, making their venture more than just a business.

How Do You Ensure the Sustainability and Ethical Sourcing of Your Ingredients?

They’re committed to sustainable packaging practices and local farm partnerships. They source ingredients ethically, ensuring they’re of the highest quality and least environmental impact. They’ve formed relationships with local farmers, supporting community and reducing carbon footprint.

Their packaging’s recyclable, reflecting their dedication to sustainability. Maintaining these practices, they not only offer a premium snack, but also a product that’s kinder to our planet. It’s their way of preserving nature’s goodness, from farm to bag.


Wolf & Woodsman, the brainchild of Johnny, Deal, and Steve, is carving a niche for itself in the snack industry with its premium sweet potato crisps. Despite hurdles, they’re pushing forward with plans to introduce new flavors, bolster sustainability efforts, and expand their reach, aiming to become a leading snack brand.

It’s all part of their audacious journey in a crowded market, where they’re not just surviving, but thriving.

Video Transcript

Speaker 3 (00:06)
So welcome to Amazing Food. Today we’re with Johnny and Andy Laverly, and their business is the Wolf & Wood Man, and they’ve got a third partner who unfortunately can’t be here today. It’s Dave Knowles. So lads, welcome to the Innovation Factory.Thanks.

Speaker 2 (00:19)
Very much.Thanks for having us.

Speaker 3 (00:20)
You’re very welcome. And what I’d like to do is you tell me a bit about yourselves and your business. Sure. So over to you guys.

Speaker 1 (00:27)
Great. Well, Johnny and I are obviously brothers.

Speaker 3 (00:30)
Very obviously.

Speaker 1 (00:31)
A lot of people say we’re twins, we’re actually triplets. There’s a third one as well. Seriously? We also have to add that. She’s a girl, Katie. She doesn’t like to be…

Speaker 3 (00:42)
I hope she doesn’t look like you two.

Speaker 2 (00:43)
Thankfully not.

Speaker 1 (00:47)
We’ve always been a wee bit entrepreneurial, I guess, as we’ve grown up. We’ve come up with all these schemes of making pocket money and things. Our mother has a business as well. So in the blood, a wee bit.

Speaker 3 (00:59)
Very good.

Speaker 1 (01:00)
What does she do? She owns a business in Market Hill called Alexanders. So it sells household goods and she’s a restaurant mix as well. Very nice. Well, it’s been in the blood a wee bit. We’ve been very in the health and fitness our whole lives. And we open the gym together alongside Dave knows as well. It was about five years ago. So as that established itself, started to run itself a wee bit, then the cog started spinning again. We wanted to come up with another concept and we wanted a product that we could sell, something that was very scalable. With the gym, it’s a wee bit different. As you have a square footage that you have to fill once it’s full, you either you get a bigger premises or another premises. With the crisps, it’s very scalable. It’s something that you can grow from a small space, and we wanted a product that we could develop. It was your idea, really, how you came up with it. Yeah, I suppose.

Speaker 2 (01:53)
I’ll take credit.

Speaker 3 (01:54)
Of course.

Speaker 2 (01:56)
Basically, Dave and I were over at a fitness There was this competition in New Castle in England, and we got to know a fella. His name is Sean. He owns a company called Icon Nutrition over the phone because you used to phone him off the place as orders. Okay. He ordered over the phone. But as he grew, he ended up just ordering online. But anyway, we went over, we met him at the show. When we met him, we realised he was similar to us. He was just a young fellow. I think we were 25 at the time when we met him. So it encouraged us a wee bit. I started thinking, well, if he can do it, maybe we can do something in the food fitness sector. Then we thought, What’s up and coming at the minute? What’s a wee bit niche? What’s something a bit different? What’s something that’s pretty scalable? We thought crisps, and we thought sweet potato was pretty big now in the fitness industry and growing, so let’s try and make some sweet potato crisps. First thing I did was type it into YouTube, looked at some tutorial videos, started making them at home in the oven, made a hash of it, repeatedly, hundreds of batches.

Speaker 2 (02:56)
Very frustrating process. But you maybe out of one batch, you might get one crisp that was half crispy and tasted okay. So that kept you going to try another one and another one. Until eventually, maybe half the batch was coming out good. And then you’d make about six batches and pick out the good ones and put it in a bag. And that was your bag of crisps. So that was encouraging and kept developing it from there, really.

Speaker 3 (03:19)
And who were your product tasters? Who was doing all the tasting for you?

Speaker 1 (03:22)
Mostly ourselves, friends and family. Yeah, but we- Have a girls involved as well. You’d said there, we originally baked the product, so we wanted to bake as it would be a bit healthier than a fried crisp. Came to the conclusion it just can’t be done with sweet potato just the way sweet potato is with the stars content of this. So we then moved to frying it and we had a couple of schemes. One of the schemes, what was the name of it? That was the Innovation Voucher. Innovation Voucher.

Speaker 2 (03:49)
Innovate Us as well.

Speaker 1 (03:50)
Innovate Us, yeah. We ended up at the E3 campus. We had a certain amount of hours there that we could develop the product with a professional chef. We used that and came up with a product that was consistent and we could produce in higher quantities. It took a very long time to get to that stage, probably nearly two years. Then getting the nutritional values sorted out for the product as well, that took a long time, probably nearly a year for that. From coming up with the idea, it was probably three years ago, at least, to where we are now, where we’ve only really been out in the shops about six months or so. It’s a very long process, but hopefully all the hard parts done. We now have a final product that we can say, Here’s our product.

Speaker 3 (04:32)
But once I taste them after, I’ll let you know. I can’t wait. In terms of now health consciousness, and obviously, they’re now fried. Was there a significant difference in terms of the baking and the frying?

Speaker 2 (04:44)
Yeah, Well, it was a bit. The becons was less calories because you’re not using oil or much oil. But we never really wanted to market it as a health product, although the becons would have been healthier.

Speaker 3 (04:58)
It was never our How would you be in focus?

Speaker 2 (05:01)
To be a health product. We just wanted to be a tasty crisp, and they’re a lot tastier when they’re fried, as we all know. Of course. It’s funny because everyone comes up to us and say, Oh, these are healthier than regular crisps. And we just straight up tell people they’re not. Actually, they’re prepared in the same way. But people have this idea of sweet potato being healthier, which it does have a lot of good qualities, a lot of different vitamins than regular potatoes. But we just tell people straight up it’s not a health product. I’ve actually had an argument with someone one day, and he was saying, No, it’s healthy, though, isn’t it? No, it’s not actually healthy.

Speaker 3 (05:32)
You used to say, yeah. No, it is. Absolutely.

Speaker 1 (05:34)
I just go with it next time.

Speaker 2 (05:35)
I just go with it now.

Speaker 3 (05:38)
But as you said earlier, sweet potatoes are very in vogue. I actually love sweet potatoes, and it is very difficult to get them crispy in the oven. I can attest with that. Absolutely.

Speaker 1 (05:50)
They’re either the burn or they’re soggy. You can never get the sweet spot.

Speaker 3 (05:54)
It’s very difficult. A wee touch of oil in them sometimes helps, but you’ll know better than I. Yeah. In terms of the business and the product, I originally thought, to be fair, it was going to be a healthier product. If you’re going to develop a range, I’ll talk about that later, will it be healthier? Or is it Just about tasty crisps or tasty products.

Speaker 1 (06:18)
In terms of the snacks, we want to develop a snack company, so we don’t want to just have one type of crisp. We want to go into a whole range of products and drinks and things. Maybe we’ll touch on that later on as well, the new products that we’re working on. But in terms of snacks, things we wanted to cover was to be a higher-end premium product that tasted really nice, and that was a wee bit different from the other products on offer. We didn’t want to come into the market and be a health product and start competing with other health products. A lot of those healthier crisps that taste like cardboard, and you just eat it because it’s your calorie target for the day. It’s not that enjoyable. We didn’t want to be that product. We want to be a premium higher-end product that we sell in local higher-end bars and things. We can’t compete with the likes of your Tateo and your Walkers on price points as they’re producing such massive quantities.

Speaker 3 (07:12)
Economies of scale. I must say, I absolutely love the design. We call it the design. Thanks.

Speaker 2 (07:17)
It was a Russian guy, actually. Brilliant. Yeah, we used a website. I’m sure you’ve heard of it, 99design. Yes, indeed. We like the concept of that because you give your brief and then We’re getting ideas from everyone rather than going to one person and getting what’s in their head. We had an idea for the brand. We wanted something rugged that was quite visual. We love the outdoors and we love the wolf as well.

Speaker 3 (07:42)
Just on that, what is the wolf theme?

Speaker 1 (07:45)
Our gym is called White Wolf. Johnny is wearing a White Wolf T-shirt here. We like the idea of an animal, and we wanted an animal for the gym anyway that was not too masculine and not too feminine as well. Wolves are working packed, so there’s a whole team ethos of it as well. They’re quite slick creatures.

Speaker 2 (08:04)
We also got that theme with the wolfhead. Yeah, it’s class. Something that was maybe just recognisable as a logo rather than saying, We are such and such fitness or something. We like to try and stand out in terms of branding.

Speaker 3 (08:18)
That’s really different. That’s probably the nicest crisp package I’ve ever seen. Thanks very much. It’s really good.

Speaker 1 (08:25)
We want our brand in the match to the product, so we leave the skins on and we’re aiming for that rugged authentic feel. We eventually, we just want to build a brand around that whole vibe.

Speaker 3 (08:35)
I’m salivating. I can’t wait. I should have tasted them before I come on.

Speaker 2 (08:40)
What’s the branding? We wanted the whole thing to tell a bit of a story as well. We wanted to encourage people to, if they have an idea, to maybe follow that up and give it a go and give it a try. We think the whole outdoor design ties in with that as well. We have a tagline that’s Live, Explore, Thrive. It’s all about if you have an idea, go and see if you can do something about it. Travel, learn, have fun, all those things. Brilliant. We wanted our branded to encompass that as well.

Speaker 3 (09:10)
How have you been getting your name out there so far? What have you been doing?

Speaker 1 (09:14)
Mostly Social media, probably. We do a lot of logging and things. We’re absolutely rubbish at it, but we try our best anyway. We’re trying to… We want to put ourselves out there, as Johnny says, as just a bunch of normal guys who are following this idea, and we’re going to highlight the highs and the lows of our journey.

Speaker 3 (09:33)
Brilliant. Just be in your sales, which I think works.

Speaker 1 (09:36)
A lot of bigger companies, they’re faceless, and we don’t want to be that. So we want to use our small size to our advantage at the minute.

Speaker 3 (09:48)
But you want to go back?

Speaker 2 (09:49)
Well, we’ll put some dreams. I guess everyone who starts a business, you love it.

Speaker 3 (09:53)
Think local, act global. I think that’s the term. Okay.

Speaker 2 (09:57)
That’s great.

Speaker 3 (09:57)
Absolutely brilliant. So now, I know you’re at the Bal Morrell show. How did you find that? Do you think your business has evolved as a result of it? Did you get talking to people? How did it go for you?

Speaker 1 (10:08)
Brilliant. It was unreal.

Speaker 2 (10:09)
Really, really good. So we actually got in. We were sponsored by Ulster Bank to attend. So we bank with them. We’re part of the Ulster Bank Accelerator.

Speaker 3 (10:16)
Yes, you’re still in the lens here for-Sorry. No, no, let’s talk about that now. Go ahead.

Speaker 2 (10:20)
So through that programme, they asked a few businesses to come on board for the full four days. So they got us in for free, which was brilliant. I think it could be quite It was really expensive, even otherwise. That’s super. So we were straight in there, obviously, definitely. They also used us as part of their advertising campaign, nationwide. Brilliant. So we were getting these random text from people saying, Oh, just saw you on a billboard of, I don’t know, Lauren or whatever.

Speaker 3 (10:44)
It was really strange for us because we are so small scale, but it was cool for that to happen.

Speaker 2 (10:51)
People are noticing you out and about. So no, it went brilliantly for us.

Speaker 3 (10:56)
Has that programme been good for your business? That’s one of the questions I was going to ask you.

Speaker 1 (11:00)
Really good. I think the biggest thing for us was the doors that it opens. So going in and looking for a contact somewhere. It can be quite difficult if nobody knows you and you’re on a cold calling or emailing people. But when you’re in a scheme like that, they have the reputation for you almost. So they’re going to be able to get a contact for you who’s going to maybe listen or sit down and have a coffee with you at least. So definitely making contacts, opening doors was the biggest thing that dad offered us for sure.

Speaker 3 (11:27)
What about the feedback at the Balmoral show about the crisps?

Speaker 2 (11:30)
The feedback was brilliant. I think we sold, what, 600, 700 bags, something like that. Very good. Which was great. But as you say, it was more about the positive feedback we were getting and the contacts we were making and getting the name out there. It was also awesome. A few people came up and said, Oh, I tried these a few months ago and I was looking for you. With one wee kid who came running up and was like, Yes, I finally found you. That was the highlight of the week for us.

Speaker 1 (11:54)
On the other side of that, you get the old older granny coming up, trying it and going, It’s potato walking away.

Speaker 3 (12:02)
There’s probably a generational thing.

Speaker 1 (12:04)
Yeah, it is because they are quite different, the sweet potato.

Speaker 2 (12:07)
They’re rustic. Some people aren’t expecting it. They’re expecting a normal crisp.

Speaker 1 (12:10)
The flavour profile is definitely a wee bit different than what you’re used to. So not for every part.

Speaker 3 (12:15)
Much nicer, I’d say.

Speaker 1 (12:17)
We would agree as well.

Speaker 3 (12:18)
What do you think about the food in Ireland? Is it evolving? Has it changed even in your short time in your business? How have you found it?

Speaker 2 (12:28)
Well, as we touched on at the start, We don’t really have any experience in the food industry, but from getting involved in it and going to a few networking groups and part of the Accelerator programme and whatnot, it seems like it’s something that’s really developing and growing. I know that Northern Ireland won the best food destination. I think it was last year, 2018, which is amazing. When I heard that, I was like, Wow, best food destination in the world. That’s crazy. But the more you talk to people and the more you’re in that sector, you realise how many actually quite big food companies there are in Northern Ireland. Absolutely.

Speaker 1 (13:01)
It seems like a really exciting space to be in at the minute. We were saying as well, a bar we stock in Moira, the Stillhouse. So they actually make vodka. And we took over their vodka factory in Lisbon as they moved their premises to Moira. They’re getting bigger, too, are they? They’re growing as well. So Ruby Blue Vodka. And they actually got voted the best vodka in the world. They’re one of their Vodgas. Unbelievable. So hearing that from someone from such a small town as Moira is the best vodka in the world.

Speaker 3 (13:31)
Giving you two lads a I’m Day of Hope.

Speaker 1 (13:33)
Yeah, yeah.

Speaker 3 (13:34)
That could be awesome.

Speaker 1 (13:35)
It’s really inspiring. They can do that from such a small country. So it definitely seems like a really exciting space to be part of.

Speaker 3 (13:42)
Tell me, in terms of provenance and buy and local. Is that important to your business? Where do you source your sweet potatoes from, for example?

Speaker 2 (13:50)
Our sweet potatoes have to come from Carolina, actually, in the States. So sweet potato is quite difficult to grow in the UK. I think it’s about six months of frost-free weather conditions. You need to grow them. There are some places who can grow them in Northern Ireland and Scotland. But if you want to buy them to make crisps, as in you need a lot of them, you’re going to be paying a lot more money than you would even to import them from Carolina. So So ours all come from the States. We’d love to buy them locally.

Speaker 3 (14:18)
Yeah, if it was possible. Obviously, it’s not possible.

Speaker 1 (14:20)
We do try to buy local anywhere we can. So the likes of our seasonal and things, that’s all locally produced. We do think that’s really important to support local.

Speaker 3 (14:28)
Yeah, and especially If you’re probably in the local bars, et cetera, everybody looking after each other, it’s really important, isn’t it? And what experiences? You talked earlier about ups and downs. So tell us about the ups and downs.

Speaker 1 (14:41)
We’ve had plenty. Anyway, probably more downs than ups. But when you We get enough. It’s amazing. One example I can think of is the packaging we ordered. There’s obviously minimum order quantities for all these things. For our packaging, it was 32,000 bags.

Speaker 3 (14:57)
A lot of packaging.

Speaker 1 (14:58)
We got the design finalised, put the order in, paid for it. Packages arrived, looked at the back and realised that we’d put the ingredients on incorrectly. We had 32,000 bags all with incorrect ingredients. Oh, my God. I think I blanked it out of my memory that particular moment, but maybe it was you broke the news or something. But it was a really horrible feeling. You’re gut-synced. You just can’t sell a bag with incorrect ingredients. There’s nothing you can do about it. So you have to wipe Learning curve, boys.

Speaker 2 (15:31)
A laugh or cry moment.

Speaker 3 (15:32)
Well, and you’re still here, so obviously it hasn’t kept you down. In terms of support, you talked about the Ulster Bank Accelerator programme. Any other support from local businesses? You talk about Innovate Us. Tell us who’s helped you along the way.

Speaker 2 (15:48)
We’re part of a Lisburn enterprise Centre. The folks in there, there’s a lot of programmes. You’ve got a MyAdvisor programme where you’ll have a mentor and you’ll meet up regularly and They’ll help you out with basically any questions you have and get new contacts and any other schemes that are coming up within the council. They’ll keep you in the loop. Yeah, they’ll put us in touch for various events, even the like of We’re at Hills for a Christmas market. It was them who got us in touch with the company who ran that. Very good. That was really successful.

Speaker 3 (16:16)
So again, opening doors, which is brilliant, especially for a young business. You need someone to give you help on hand. No question about it.

Speaker 1 (16:24)
As well. They’re always doing wee seminars as well within that, and the logistics of running a business, which really important. So social media, but even down to doing your taxes and all that stuff.

Speaker 3 (16:34)
The stuff that you won’t really be familiar with.

Speaker 1 (16:36)
Yeah. So it’s been invaluable for all that stuff.

Speaker 3 (16:39)
And has Mum helped out?

Speaker 1 (16:43)
She’s always there to pick her brain. She knows she’s been in business. Maybe more like emotionally at this point. She’s been in business all of her life. She’s always there to answer any questions we have about me. Logistically as well, running a business.

Speaker 3 (16:56)
Which is great. It’s actually really good to have her in the background, isn’t Yeah, it’s good to have someone there who’s eternally positive.

Speaker 2 (17:04)
I don’t know whether it’s a mum thing, but she just believes in us a lot. Brilliant. A lot. 100 %. She’s like, just keep going. You’re not going to feel. Whether it’s because she’s her mum or it’s because she really likes the product, I don’t know.

Speaker 3 (17:18)
Probably a bit of both. A bit of both, absolutely. That’s fantastic. Tell me, so where currently can we get the Wolf & Wood Man products?

Speaker 1 (17:28)
So we’re eating for high Our end bars and cafés and things. A lot of independently owned artisan places at the minute. Our biggest customer is actually the Clothier just by the merchant. So they’re selling a couple of boxes a week. So they’re selling about 250 to 300 bags a month at the minute. One of our flavour is the Perry-perry salted flavour. We targeted people who are having a pint. So when you have a couple of pints of beer and you like that salty-Salt and savoury, yeah, absolutely. So it seems to go down really well.

Speaker 3 (17:59)
And they’ll be happy to drink more beer as well. Exactly. When win situation. So what’s the range of flavours then?

Speaker 1 (18:05)
We currently have two flavours. We’ve Perry-perry salt, this new flavour, Chipotle and Lime. They’re a wee bit different. The salt one, as I say, is targeted If you’re having a pint, it’s great. It complements it. Chipotle and Lime, it’s a heavier seasoned flavour. It’s a bit of Mexican spice with a wee bit of lime through. Nice. They are quite different flavours.

Speaker 3 (18:26)
That’s maybe in front of the TV watching a film or something, dipping it into something.

Speaker 2 (18:29)
Chipotle is the flavour where you’ll sit down and eat a whole bowl.

Speaker 1 (18:32)
Can’t stop eating it. People over.

Speaker 3 (18:34)
Maybe not you two.

Speaker 2 (18:37)
I’ve never eaten as many crisps as I like.

Speaker 3 (18:43)
Tell me, so what’s the future? Where do you hope to be? Where are we going to go with us?

Speaker 2 (18:49)
One day at a time. At the minute, we’re trying to scale up our production. It’s semi-automatic at the minute, so we’d like to get that up to being obviously fully automatic, if we can.

Speaker 3 (18:59)
And do the three of you guys work on it currently? Have you got other employees as well?

Speaker 1 (19:02)
Three of us do it all. Cook, pack, prep, sell, deliver, everything.

Speaker 3 (19:08)
Busy boys. And as well as doing the gym, too.

Speaker 1 (19:11)
We’re always running the gym. We’ve plenty of coaches in the gym that can help us out. As well. So thankfully, it’s at a stage where it’s easy. It’s ticking over. Yeah, it’s running itself. And we have the freedom to explore this. But it’s touched earlier, we want to develop a snack company, not just a crisp company.

Speaker 3 (19:25)
So we have other products that we’re working on.

Speaker 1 (19:29)
You’d the innovation voucher, how we use that at the start to develop our sweet potato crisp. We’re getting involved with it again to develop a new drink product. I’m not going to say too much about it, but it’s a health product, and it is something totally different to what you would think. So it’s not just a drink that is good for you. That maybe sounds a wee bit ambiguous. It has a twist. A bit of a twist, yeah. I’ll not give away too much. Good.

Speaker 3 (19:54)
And what other snack products? What else we’re looking at?

Speaker 2 (19:57)
At the minute, it’s different flavours of crisps, We’ll probably branch out into normal crisp at some stage as well.

Speaker 1 (20:04)
But at the minute, our niche is sweet potato, definitely. We spent so long developing the recipe to cook a sweet potato, and we’re quite proud of it. So we’re going to stick with that for now and develop a range of flavours with This is your secret recipe, like KFC, is it? It’s pretty much. It was there. It’s locked in a safe somewhere. I like it.

Speaker 2 (20:22)
It’s just a lot of trial and error. As I said, you need quite a specific way to cook a sweet potato crisp. Okay.

Speaker 3 (20:27)
And you’ve now mastered that?

Speaker 1 (20:29)
We’re quite confident that nobody could copy how we cook a sweet potato crisp.

Speaker 3 (20:33)
It could be a patent there. I like that. Tell me, in terms of the bar, do you hope to go in the retail? Or is it just going to be bars? Is it like an adult type crisp?

Speaker 2 (20:42)
Yeah, well, I suppose it is more so We’re really excited about that. At the minute, we are open to regular retailers as well. But I think we’ll probably sell a lot more in bars just with the brand and the higher price point we’re going for.

Speaker 1 (20:56)
I think, yeah, if our bag of crisps, if it’s sitting in the likes of your local spa beside a bag of Tate or walkers, they can afford to reduce their margins so much and price us out.

Speaker 3 (21:07)
But yours is obviously not about price. It’s about nearly individuality and different.

Speaker 2 (21:12)
More like an experience.

Speaker 3 (21:13)
Yeah, absolutely Brilliant. So we can go bars and maybe eventually you’ll become mainstream in terms of retail, but that’s not really your focus?

Speaker 1 (21:23)
Not now. Johnny said we’re looking at up on our capacity in the factory. So when we can produce at higher volumes, we can then maybe look at some of the multinationals. We can afford to reduce your margins a wee bit with that. But definitely at the minute, we’re going direct to the retailers, which is working for us.

Speaker 3 (21:43)
Geographically, are you just selling the north? You hope to go throughout Ireland or Britain or Europe?

Speaker 2 (21:47)
Yeah, we do. We’d love to start exporting down to Ireland. There’s various schemes that you can get involved with for that.

Speaker 3 (21:56)
Investing in Ireland should be all over you, boys.

Speaker 1 (21:58)
Investing in the backfronters. Yeah, anyone’s watching or listening.

Speaker 3 (21:59)
Yeah, absolutely. Brilliant.

Speaker 1 (22:01)
Yeah, it’s a shout. So we are in a scheme at the minute, just the very early stages, looking at the export and down south. So it’s exciting, definitely. But we’ll see what happens.

Speaker 3 (22:12)
Magic. And in terms of where people can find you. So have you got a website? Have you got Facebook? Yes.

Speaker 2 (22:17)
Give us a plug. We have a website. It’s just wolfandwoodsman. Com. Our Facebook is Wolf and Woodsman, and our Instagram account is Wolf and Woodsman with a wee underscore at the end.

Speaker 3 (22:28)
Brilliant. So all of this will be available in the links, okay? And one last question then. So when you’re rich and famous, will you remember us here at Amazing Food and Drink?

Speaker 1 (22:39)
Absolutely. Yes. Thank you so much for having us.

Speaker 3 (22:41)
And anything else you want to talk about just before we finish?

Speaker 1 (22:45)
Do you want to give a final plug to anything? I suppose if there’s any, we mentioned about those higher-end bars that we’re looking at. So anywhere like that, anyone who’s watching maybe thinks, Oh, that product might look good behind my bar. Please do give us a shout and we’ll have a chat.

Speaker 2 (23:03)
Brilliant. We’re happy to get sample bags out to anyone who wants to try them.

Speaker 3 (23:07)
Okay, so you’ve heard it. The guys are going to give you samples. I’d love you to get in contact. So thanks very much for watching. And it’s been thoroughly enjoyable talking to Johnny and Andy. And good luck to Dave as well.Thanks very much.I.

Speaker 1 (23:19)
Appreciate you.Thanks very much.Yeah..

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