How long has OSO Juicy been around?
Paul Hayes: We’ve been going now for about 18 months. We started with our smoothie camper (Poppy) at the festivals, and the breakfasts have just grown from there.
Where is it available?
Hayes: We’re in a number of independents at the moment around London mainly – places like Crêpeaffaire in Spitalfields, The Village Fayre in Kensington and Suka Sports just off Carnaby Street. We also have our own little stall at Clapham Junction train station (top of platform 7), and we supply direct to people’s places of work. A number of Virgin Actives also sell our ‘brekkies’ as a great pre- or post-workout energy filled snack.
We’ll be launching on Ocado very shortly, as well as in the WHSmith Travel network, so keep your eyes and taste buds peeled!
What packaging are you using?
Hayes: We use recyclable packaging and make everything resealable, so if you want to pop your brekkie back in the fridge for later, you can. Our spoons are actually made from potato starch and are completely biodegradable. We love our environment and want to do as much to sustain it as possible.
How did you come up with the brand name?
Hayes: The brand name OSO actually came from my nickname at university. My best friend and I were both called OSO and we always said we should start a business together using the title. Although we didn’t go into business together (we’re still great friends), I really wanted to keep the dream alive of a business called OSO, so it became the obvious choice. The ‘Juicy’ part came from the fact that we started with smoothies. This may change soon though, so watch this space.
This product is obviously going to be compared closely with another relatively new product. How does OSO Juicy differentiate itself from its competitors?
Hayes: We pride ourselves on the quality of our products and the ethics behind the OSO brand. We don’t just want to be another mass-market product. OSO is so much more than that. We do a lot of work in our local area and source as many of the ingredients from there as possible. We’re also looking at working with the local NFU and local authorities to help bring our nutritional products to schools and hospitals. We truly believe breakfast is the most important meal of the day and we want to help people kickstart their busy days in the best possible way.
OSO is also getting involved with many sporting and physical activity groups with adults and kids alike. The nutritional benefits of our products are immense and we want to educate people about the positive effects of them.
Additional to all that, we want to reach out to more than just the porridge eaters out there, offering an alternative to our traditional Swiss-style muesli brekkie pots. This is why we’ve launched mixed seed versions of our products, which are completely unique.
Where do you source your ingredients?
Hayes: We source as much as we can from our home in Cheshire. Obviously, we don’t get many mangoes or passion fruit in that neck of the woods, but we do our best!
What’s your marketing plan for the next 12 months or so?
Hayes: This is rather top secret at the moment, so let’s just say ‘watch this space’. You’re going to see a lot more of OSO in the coming year. We will of course be at as many music festivals as possible, so if you see our camper van Poppy, please swing by and say hello.
Who are your business inspirations?
Hayes: I’m sure a lot of people always say this, but Richard Branson has always been a massive inspiration to me. What he has achieved is just phenomenal and he is a great ambassador for Britain.
I would have to say my main inspirations are my parents. Mum and Dad have worked so hard in their lives and achieved so much. They have always supported me in my ventures and I know I wouldn’t have the drive or determination to succeed if it wasn’t for them. Thanks guys. I’ll pay you back one day!
Shaun Weston is managing editor of FoodBev.com. You can contact him here, or read his blog here.
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