Jo Leontiades was faced with a challenge many parents like herself have faced: finding wholesome, no-sugar foods to fulfil their childrens’ needs. Rising to the challenge, Jo used her background as a food scientist to create a range of bake-at-home products incorporating real ingredients and the natural sweetness of fruit, but without the sugar. Thus, Grumpy Bums was born in January 2023 and she has not looked back since. We talk to Jo a bit more about her business growth journey with this venture.
ISB: What was the process of getting Grumpy Bums off the ground?
JL: I started by identifying a clear gap in the market – there simply weren’t enough genuinely healthy, no-added-sugar kids’ snacks that parents could trust. Many options were either loaded with hidden sugars or artificial substitutes, which didn’t align with what I wanted for my own family. From there, I began developing and testing recipes, ensuring they were nutritionally balanced, easy to prepare, and most importantly, something kids would actually enjoy eating.
At the same time, I conducted market research by speaking with parents, analysing competitor products, and tracking broader consumer trends. I wanted to understand not only what parents were looking for but also what gaps existed in the retail space. Once I validated the demand for a product like Grumpy Bums, I focused on sourcing suppliers and manufacturers that aligned with my commitment to real ingredients and Australian production. Ensuring the highest quality while keeping production local was a non-negotiable for me.
The final stage before launching was branding and retail strategy. I wanted Grumpy Bums to strike the perfect balance – fun and engaging for kids while being reassuring and trustworthy for parents. The name, packaging, and messaging all had to reflect this, ensuring that we stood out in a crowded snack aisle.
ISB: I’d love to hear about your market research process in more detail, particularly as someone already familiar with the FMCG ecosystem. What did this look like for you? Where did you get your information from?
JL: I combined my industry knowledge with hands-on research to get a well-rounded view of the market. Speaking directly with parents was essential, so I engaged with parent groups and conducted structured surveys to better understand their needs, frustrations, and what they were looking for in a kids’ snack. This real-world feedback was invaluable, as it gave me insight into their buying habits and what was missing from their options.
I also conducted supermarket audits, studying the ingredients, pricing, and packaging of existing competitors. I wanted to see what was working, what wasn’t, and where I could create a better alternative. This process revealed just how many kids’ snacks were packed with hidden sugars and artificial ingredients, reinforcing my commitment to creating a genuinely healthy, wholefood-based alternative.
I also explored industry reports and market trend data. This confirmed that parents were becoming more conscious of sugar intake and seeking out minimally processed, nutrient-dense options for their children. To ensure Grumpy Bums was not only appealing to consumers but also viable in a retail setting, I had early conversations with retailers and grocers. Understanding what they looked for in a new product – margins, shelf life, packaging appeal – was crucial to making sure Grumpy Bums met both consumer demand and retail expectations.
ISB: You mentioned testing the business concept with over 80 families. How did you access such a wide test audience? And how did/do you determine which feedback to apply to your products and which to discount? And did anything surprise you about what your test audiences wanted?
JL: I accessed a wide test audience through friends, parenting groups, and playgroups, offering samples in exchange for honest feedback I knew this was the best way to get real, unfiltered feedback. Identifying recurring themes was key – if multiple families raised the same concern, I knew it was something that needed addressing to refine the product. When conflicting feedback came in, like some parents preferring a sweeter taste, I compared it to my brand values.
One surprising insight from these trials was just how much parents valued both convenience and the bake-at-home aspect. Many shared that baking the snacks themselves made them feel less guilty, as it felt more like a homemade treat rather than just another store-bought snack. This reinforced my decision to offer dry mixes instead of ready-made snacks, allowing families the flexibility to prepare them fresh while still getting all the nutritional benefits. Parents loved that they could involve their kids in the process while having complete confidence in what was going into their food.
ISB: In your case, your food science background helped you establish connections with suppliers, designers, and manufacturers. Do you think someone without an existing FMCG network could establish these connections? If so, what insider information could you give them in terms of appealing to key industry contacts?
JL: My relationships with suppliers, designers, and manufacturers were built as a result of my experience working in the retail and manufacturing industry. Being immersed in the space gave me direct access to key contacts and allowed me to develop strong working relationships early on. However, I firmly believe it’s possible to build these connections without prior FMCG experience – it just takes a strategic approach.
Trade shows, networking events, and LinkedIn are fantastic tools for connecting with industry professionals. Many suppliers and manufacturers are more than happy to share insights and discuss opportunities if you approach them.
Referrals are also incredibly valuable in this space – I found one good contact often leads to another! Once you start forming relationships with people in the industry, they’re usually willing to introduce you to other trusted suppliers or partners.
