Page 35 - Food&Drink Magazine Aug-Sep 2021

real ingredients. We are all about permissible indulgence. Our mantra is ‘take your pleasure seriously, not yourself’,” Magid says.
Charlie’s is based in Melbourne and most of its business is in the region.
COVID-19 was a catalyst for a renewed focus on achieving a larger retail presence outside of its home state as well as online.
“Making a batch of cookies stand out in the competitive
as enjoyable eaten raw as it is baked,” she adds.
While the company bakes nearly all their products, they are also “experts in collaboration”, working with other manufacturers to bring products to fruition when they have specialisations or equipment that Charlie’s doesn’t have. Magid points out that whatever the product, the Charlie’s product development team designs and oversees from
SNACKS & CONFECTIONERY
“ We are ambitious and proud, so we have grown gradually, listening to our customers and creating products that meet their needs while ensuring our quality never dipped.”
confectionery industry is no mean feat. The barriers of entry are very low – you just need an oven, some butter, flour, and sugar. We can’t afford to take our eye off the market and stop innovating,” Magid says.
When they bought a business on the verge of bankruptcy, the pair had no choice but to grow. But their ambition to create a quality product without compromise was also a deep motivator.
“We are ambitious and proud of what we do, so we have stepped up gradually, listening to our customers and creating products that meet their needs, all while ensuring our quality never dipped. COVID-19 definitely made us refocus our business towards building up our retail presence and sharing our range with more Australians,” she says.
Over the years the couple have refined their processes, learning to be more efficient and to adjust products to suit changing consumer trends and dietary needs.
Magid is adamant everyone should be able to enjoy a Charlie’s product, its Plant- Powered Cookie Dough range is testament to that. “It’s actually an ideal lockdown pick-me-up
– there’s no need to feel guilty about having a cheeky spoonful, as it’s perfectly crafted to be just
beginning to end.
Magid says: “With more than
25 years of perfecting our delicious range, we also like to think of ourselves as baking mentors. We happily share our knowledge and expertise with like-minded Australian businesses. From recipe development, nutrition, packaging, and strategy.”
The baking industry is not for the faint hearted, with a highly crowded and competitive market with low barriers to entry. Magid says the size of the domestic market and the fragmentation of its food distribution system makes scaling up significantly commercially unviable.
Regardless, for Magid and her team of bakers, they are more than happy baking delicious treats that bring small moments of pleasure and joy to their customers. ✷
www.foodanddrinkbusiness.com.au | August/September 2021 | Food&Drink business | 35