Small handcrafted frozen and protein pop producers, Dr Feelgood, make an uncompromisingly healthy range of icy treats that feature no refined sugar. Owner Craig Jackson chatted with the team about his change of career, entering the FMCG world, and experiencing phenomenal support from artisan outlets.
What is your company background, how did you start the business?
My previous career meant working 30 years in the film industry, working as an editor/director making TV commercials, short films, music videos and the like. I decided I needed a change. Initially we were going to make a drink, but decided that the market was far too noisy, so switched to pops. We started it from scratch. I have been involved in a few film companies over the years, so was very new to the FMCG world.
What are the current product range and variants and how do these products stand out in the market?
All of our products are gluten free. We like to say there are weird things in our food; there are no refined sugars, they are nut free, soy free, egg free, and we use either coconut sugar or honey to sweeten our pops.
We only use organic or natural products. Our range consists of six pops; Chocoholic, Flat White Coffee, Raspberry Lime and Coconut, Salted Caramel and Apple, Lemon Manuka Honey and Ginger and Granny Smith Lime and Mint. The Raspberry Lime and Coconut was winner of the Indulgent category at the New Zealand Food Awards 2015.
We also have protein Body Block ice creams on a stick. This range of four consists of Vanilla Toffee, Chocolate Mint, Vietnamese Iced Coffee, and Banana Cinnamon. This range is sweetened with Xylitol and only two grams of Coconut Sugar. It is very low GI.
Has there been any recent company news?
We are in the process of evolving our range for next summer and are looking at a few associations with other brands who are like-minded with similar brand values.
What are the plans for the business moving forward, is there any expansion on the horizon?
It is a bit early to announce our upcoming plans, suffice to say we are excited beyond belief. Watch this space as they say.
Where are your products currently available to buy, and are you looking at or wanting to expand your availability? If so, where would you like to see the product situated?
We are currently available from Matakana in the north to Dunedin in the south, and available in limited outlets. We are just starting into the big two supermarkets with a solid base in the artisan and organic outlets who have been phenomenal in supporting us thus far.
Entries are now open for the 2016 New Zealand Food Awards, register your interest at http://www.foodawards.co.nz/.
