A professional cricketer, then a lawyer, then a founder: Matthew Bennett has taken an unlikely road to the snack aisle. In this Crumb Wire profile, he talks about the daughter who inspired Nibblish, sourcing quality fruit, and a business that nearly didn’t survive COVID. Tell us a bit about yourself – what’s your background and what led you to the world of food and drink? I actually came to food completely sideways. I played cricket professionally in the UK when I was younger, then trained and practised as a lawyer over there before moving to New Zealand. I had zero food industry background – everything I know about this business has been learned by doing. Nibblish started because my daughter Imogen was born with a number of allergies, and there just wasn’t anything on the market that was genuinely additive-free and allergen-free that we felt good giving her. We started dehydrating fruit at home, and when friends started taking all of it off my hands, I realised there might be something in it. Tell us about the product. What makes it unique? Nibblish is 100% real fruit – no added sugar, no preservatives, nothing else in the ingredient list. The other thing that sets us apart is how it’s made: we gently bake our fruit rather than dry it, which is a completely different process and gives you a texture and flavour you don’t get from typical dried fruit snacks. We source our mango and pineapple from Ghana – not because we outgrew the kitchen, but because that fruit doesn’t grow in New Zealand, so we had to go to where it’s actually grown. We spent a long time travelling and testing before we landed there, because it turns out fruit variety matters enormously to how the end product turns out. We work directly with growers on fair wages and safe conditions, and the sites run on solar power with recycled water. Talk us through the journey of your brand. What have been some of the key achievements and challenges along the way? We launched Nibblish at the end of 2018 but had spent about two years before that commercialising the product – finding the right growing and processing partners, getting the recipe right. By 2019 Nibblish mango was the biggest-selling healthy snack in New Zealand. We launched into Woolworths Australia in 2021 and Coles a year later in 2022, and we’re now in more than 2,000 stores across Australia and New Zealand. The toughest period was COVID – we had a container due in September that didn’t arrive until the following February, caught up in port delays right around the world. It took us the best part of two years to properly recover and rebuild the business so we weren’t as exposed to that kind of shock again. These days we’re selling just over six products a minute during trading hours across Australia and New Zealand, which still stops me in my tracks a bit when I think about where it started. How has the Australian market responded to the brand and what has surprised you most? Really strongly. Coles sales are up 48% and Woolworths Australia is up 33% year on year, and about half our range now sits in the top quartile of performers in Woolworths’ Healthy Snacking category. What’s surprised me most is how much the brand has resonated with Australian shoppers. Consumers understand that something that’s genuinely just fruit, with nothing else in it is better for them. I think people are more label-literate than they used to be, and once they flip the pack over and see there’s nothing to hide, that does a lot of the selling for us. What is one thing you wish more people knew about the work you do? How much thinking goes into sourcing before a single piece of fruit gets baked? People assume we went to Ghana to scale up production, or because it’s cheaper but it’s the opposite – the fruit needed to come from where it actually grows well, and the variety that grows there is critical to the particular process we use to bake the fruit.  Different varieties from different regions behave completely differently once you start processing them. We tested for a long time – there was a period where I was shipping fruit samples all over the world just to compare varieties and partners – before we found growers who were willing to buy into what we were trying to build, not just take an order. That relationship is the foundation of the whole business. How do you see food and drink culture in Australia evolving and how does your brand fit in? I think Australian shoppers are moving away from the idea that eating well means sacrifice. People don’t want to be told off about what’s in the pantry – they want permission to feel good about an easy choice, without it feeling like punishment. That’s exactly the space we’ve built Nibblish for: it’s not a diet snack, it’s a nourishment brand. We’re not trying to be extreme or preachy about it – most of our customers are having a Nibblish and something far less virtuous in the same day, and that’s fine by us. As long as fruit becomes an easier, more obvious choice more often, we’re doing our job. What keeps you inspired as a founder? Honestly, it still comes back to Imogen and the original reason we started this. Every time I see a mum picking up a pack because she wants something she can hand her kids without a second thought, it reminds me why we did this in the first place. Beyond that, it’s the growth – watching something that started on my kitchen bench end up in thousands of stores, and now looking at markets like China, keeps me energised. There’s still so much building left to do. What’s next for you and the brand? We’re in the advanced stages of entering into China...

Gelatissimo is giving Club Gelato members a free small cup or cone of its new Dulce de Leche flavour this Sunday when they buy any scoop. The limited-edition gelato uses dulce de leche from Argentinian producer Havanna, swirled through fresh gelato in thick ribbons. Despite often being lumped in with caramel, dulce de leche is its own thing. The name translates roughly to ‘sweet made of milk’, and it is made by slowly cooking milk and sugar together until the mixture turns thick, glossy and golden. That deeper toasted flavour comes from the Maillard reaction, the same browning process that turns bread into toast. “Dulce de leche is such a distinctive flavour, and we wanted it to really shine rather than treating it as a caramel flavour, so we let its rich, unmistakable character do the talking: decadent and seriously moreish,” said Eleanor Bruinenberg, Head of Marketing at Gelatissimo. One of the best-known origin stories dates to Argentina in 1829, when a maid on the estate of Juan Manuel de Rosas is said to have left a pot of milk and sugar on the fire after rival general Juan Lavalle arrived unexpectedly. By the time anyone returned to it, the mixture had cooked down into something much closer to the dulce de leche eaten today. Argentina and Uruguay have both claimed a connection to the sweet over the years, eventually recognising it as part of the cultural heritage of the Río de la Plata region. Argentinians now eat more than two kilos of dulce de leche per person each year, and October 11 has been marked as International Dulce de Leche Day since 1998. “International Dulce de Leche Day gave us the perfect excuse to celebrate it properly. Whether they’re already dulce de leche fans or just after a sweet treat this Sunday, we’re giving Aussies a pretty good reason to say yes to a second serving.” Club Gelato members who buy any scoop in store on Sunday, October 11 can scan their membership card in the app to receive a free small cup or cone of Dulce de Leche gelato. New members who sign up on the day can also redeem the offer. The giveaway is available at participating Gelatissimo stores across Australia while stocks last, with the Dulce de Leche flavour on menus nationwide for a limited time. Source: Forward Agency Find more food and drink news on Crumb Wire.

Carlton Draught is asking Victorians to name the pub they reckon deserves a permanent place on the side of Abbotsford Brewery. The statewide search for Victoria’s Most Legendary Pub will see one venue added to the brewery’s South Audley Street mural, which stretches more than 60 metres and already features figures from sport, music, comedy, television and film, including Jonathan Brown and G Flip. “Victoria’s pubs have a special way of becoming part of the stories we tell about our lives. They’re the places where friendships are forged, traditions are passed down and everyone seems to know your name,” said Jessica Johnson, Carlton Draught Marketing Manager. “With this search, we want to shine a light on the pubs that have become true icons in their communities, and the publicans, bartenders and locals who give them their character. “There are thousands of pubs across Victoria, but only one can claim the title of Victoria’s Most Legendary Pub. We can’t wait to see which pub Victorians believe deserves a permanent place on the Abbotsford Brewery mural, alongside some of the state’s most iconic and celebrated figures. “We’re inviting Victorians to come down and experience this incredible piece of art for themselves, and put their knowledge of Victoria to the test by seeing how many of the legendary figures on the wall they can name.” The winning venue will receive its own section of the mural, with its façade, publican and local characters potentially painted into the artwork. The person behind the winning nomination will join them on the wall too, giving one pub regular a fairly permanent reward for backing their local. “Whether it’s where you watch the footy, catch up with mates or celebrate life’s big moments, pubs are woven into the fabric of Victorian life,” Brown said. “It’s great to see the people and places that make our pub culture so special being recognised in such a unique way.” “When I’m asked what I miss the most about living away from Australia my honest answer is family, friends and Carlton Draught. I grew up with my dad and family members drinking Carlton and it reminds me of going to footy games, going to the pub with mates, holiday celebrations and it reminds me of home. I’m honoured to be included in this lineup of legends in this mural and to be involved with the celebration of Carlton Draught,” G Flip said. The winning pub will also receive bonus kegs of Carlton Draught to celebrate with its community, while the person behind the best entry will score a year’s supply of Carlton and a $200 Carlton merch voucher. Victorians can nominate any pub in the state by explaining in 50 words or less why it deserves the title. That could be the local packed out for every footy final, the pub that has hosted half the suburb’s birthdays or simply the place where the staff already know who is ordering what. Mongolian-Australian muralist and fine artist Heesco painted the existing work, which measures 8.8 metres high and 60.8 metres wide. “The mural was designed to capture the people, places and stories that make Victoria unique,” Heesco said. “Every face on this mural tells a story. It’s been a privilege bringing together people from different industries and walks of life who have each left their mark on Victoria’s culture.” Nominations close on November 2 and can be submitted through Carlton Draught’s website. The Abbotsford Brewery mural can be found at 24 South Audley Street, Abbotsford, Victoria. Find more food and drink news on Crumb Wire.

After decades in school canteens and on junior sports sidelines, MILO is stepping onto a bigger stage as an official NBA partner in Australia and New Zealand. From 2027, the partnership will cover fan experiences, retail promotions and youth basketball programs across both markets. The local deal sits inside a wider multi-year agreement between Nestlé and the NBA, which will also see NESQUIK and NESCAU become official partners in other countries. “Sport has a unique ability to bring people together. It creates moments of connection, builds confidence and teaches young people valuable life skills that extend far beyond the court. At MILO, we’ve proudly supported Australian families for generations through our commitment to encouraging participation in sport and active lifestyles,” said Martin Brown, Nestlé General Manager Dairy & Beverages. “That’s why we’re thrilled to partner with the NBA, not only globally for scale of impact, but on the ground in Australia and New Zealand, to delight local fans.” “Together, we share a belief in the power of sport to inspire, unite and uplift young people – socially and emotionally. Through this partnership, we hope to create memorable basketball experiences that help Aussie teens feel connected, supported and empowered to get involved, build resilience and discover the joy of the game. We can’t wait to stir-up conversations surrounding NBA, while fans stir up their glass of MILO.” The partnership will reach a number of existing basketball programs, including Jr. NBA/Jr. WNBA, NBA Basketball School, Jr. NBA/Jr. WNBA Coaches Academies, Her Time To Play and NBA 3X. It will also extend to selected NBA events and fan platforms, including NBA Global Games and NBA House. “Nestlé is one of the world’s most recognisable brands and has a longstanding connection to consumers across the globe. We look forward to leveraging Nestlé’s reach and local market presence to connect with fans in new ways and support the continued growth of basketball around the world,” said Julie Morris, NBA Senior Vice President of Commercial Development and Media. Globally, the agreement will activate across Australia, Brazil, Canada, Colombia, France, Germany, Ghana, Italy, Indonesia, Malaysia, Mexico, New Zealand, Nigeria, Singapore, Spain, Thailand, Turkey, the United Kingdom, the United States and Vietnam. The Philippines will join from October 2027. The MILO and NBA partnership begins in Australia and New Zealand on January 1, 2027. Source: Ogilvy PR Find more food culture updates on Crumb Wire.