Founder, Meenesh Mistry, who previously worked in finance, started the business with the aim to make tasty treats that are vegan friendly, contain 100% natural ingredients, and zero refined sugars.
We sat down with Meenesh, who shared details of his businesses success so far.
What motivated you to start your business?
Wholey Moly was founded by me and my wife, Parul. The idea for Wholey Moly came from our frustration of working in a corporate office where the 3pm slump is greeted by a bombardment of sugary and empty calorie treats – donuts, cakes, biscuits and chocolates.
At the time we had zero experience in food retail, and that seemed unrealistic – something which you set your sights on but never in a million years believe will actually come to pass. But, lo and behold, that’s exactly what happened, we launched into Selfridges in July 2018 – our very first stockist – and that was quickly followed by Whole Foods, As Nature Intended and Sourced Market.
We are still rubbing our eyes when we see our friends and family sending us pics of them in Selfridges purchasing something we created in our kitchen.
When did you realise your company would need a barcode?
It was when we were designing the packaging and we started looking into what would be necessary.
Where do you sell your products?
Mostly in retail stores such as Selfridges, Wholefoods, Dayleford, and many more. We also sell on Amazon.
What’s the biggest challenge for your business - what keeps you up at night?
We are currently scaling up the business, and that brings a lot of challenges in finance, growth, people and processes.
What is your biggest priority in the short term?
To secure a large retailer listing.
Tell us an interesting fact about yourself?
Gary Lineker once bought a Wholey Moly cookie off me.
Who inspires you?
Sir Alex Ferguson, greatest football manager of all time, won it all and did it with different players in different eras.
Where do you turn for business guidance and support?
Bread & Jam and Young Foodies are great business communities for food start-ups, and Enterprise Nation are also great in a more general business sense. I'm also on the Natwest Accelerator, which is great for business advice and guidance.