Page 20 - Food & Drink Magazine Nov-Dec 2018

✷ RISING STAR
The only issue is that most contract manufacturers have quite a large minimum run. There’s also a lot of capital involved in that to start the process.
“I think really, I’d be more suited in future to a microbrewery, someone who already deals with bottles and brewing. It’s an interesting alignment but our processes are very similar.”
GEARING UP FOR EXPORT
Janson is in the planning phase to take Chai Addict internationally in the next five years.
Janson is also planning to add to her range. Currently it sits at five SKUs: Chai Addict (masala chai concentrate) in 300ml and 500ml, Chai Harder (spicy chai concentrate) also in 300ml and 500ml, and a Chai Addict Melbourne City Rooftop Honey gift box set (including an artisan mug). Janson is planning to launch at least one new product in 2019.
Her ideas are plentiful, and focus around coffee (“of course!”), a dairy-free milk product, an iced product, and a whole new flavour. She’s also in early discussions with a brewery for a differently brewed product.
TARGET MARKET
The liquid concentrates work much like a shot: 30ml of the chai concentrate is added to a choice of milk, and sweetened to the palate.
“So the products are healthy, and that’s also why they attract young professionals, around the ages of 25-35. Eighty per cent are women who live a healthy, active lifestyle and who could also be looking for an alternative to coffee.
“There’s also the environmentally conscious consumer, because all the ingredients that I use are composted at a local community garden just up the road from me. After brewing, I place all my used ingredients – the spices – into the composting bin and they then use it to feed the garden’s veggie patches.”
It’s this environmental focus that also appeals to the design markets, including Finders Keepers.
“I’m really environmentally aware; it’s nothing huge, just lots of little things. I have no plastic usage at all. I take the boxes that I use from my local greengrocers, and all of my packaging that I use to post is all recycled. To cushion
products in the post, instead of using bubble wrap I use the backings of my paper labels.
“I think it’s our responsibility, because I feel like I’m adding to the problem, when I really don’t want to. My Melbourne cafés hold onto all the bottles that they use, and then I collect those when I make more deliveries. One of my future plans is to recycle the other bottles, maybe through a drop-off facility.”
THE FUTURE
Janson’s immediate and medium-term plans for Chai Addict are to continue expanding across Australia, followed by export. She was also chuffed to have recently been nominated as an award finalist for both her product and her packaging.
“I want to partner up with some distributors, particularly interstate distributors, to keep getting the brand out there.”
While the chai concentrates won’t keep you up at night like caffeine, they are rather addictive.
“We’re all time poor individuals these days; I’d like to have Chai Addict in every person’s home. It is a beautiful dream.” ✷
“ Collaboration has many benefits. I also like teaming up with fellow sustainable local producers, such as Melbourne City Rooftop Honey.”
“Whether that is via distributors or not, how I would actually do that is still in the planning phase.
“I’m only starting to do my research on this, but I’ve lived in the UK and Hong Kong, so they are on my radar first. Perhaps Hong Kong to start because I’ve got connections there.”
“I want to collaborate
or partner with Melbourne- based businesses or interstate businesses. Collaboration
has many benefits. I also
like teaming up with
fellow sustainable local producers, such as Melbourne City Rooftop Honey.”
20 | Food&Drink business | November-December 2018 | www.foodanddrinkbusiness.com.au