Twisted Healthy Treats has secured national ranging with Ampol, the first time it has ventured into the petrol and convenience (P&C) channel.
Cass Spies, CEO and Founder of Twisted Healthy Treats, spoke about the significance of this new partnership.
“Having Twisted Healthy Treats ranged in Ampol as our first P&C customer is a clear indication that consumer demand exists for ‘Better-for-You’ options in the freezer this summer.”
The inclusion of Twisted’s products in Ampol’s national stores highlights a growing shift towards health-conscious choices in a traditionally indulgent category. To accommodate this expansion, Twisted Healthy Treats has undergone substantial operational changes.
“Throughout FY24, we went through a big transformation across numerous areas of our business that will enable future growth. Our facility in Sydney’s Western Suburbs went through an expansion that doubled our production capabilities.”
This upgrade will allow Twisted to meet the increased demand driven by its growing presence in retail outlets. The company’s dedication to environmental sustainability has also been a key focus.
“From an ESG perspective, the focus has been on reducing microplastics from our packaging – this change rolls out across the network in October 2024,” Spies revealed. This commitment to sustainability sets Twisted Healthy Treats apart in the frozen dessert market, reflecting the brand’s broader values.
Twisted Healthy Treats first emerged with the goal of becoming the leading ‘Better-for-You’ frozen dessert manufacturer in Australia. While the brand is still navigating the challenges of competing with larger, multinational companies, Spies remains optimistic.
“It’s a lofty goal in a country where manufacturing is such an expensive exercise, and as a challenger brand, you are competing with the multinationals. It’s a work in progress, and our team is 100 per cent focused on the outcome.”
One of Twisted’s key differentiators is its product offering, which prioritises natural ingredients, high protein content, and health-conscious choices.
“Our Protein Pints are a global leader with 30g of protein per tub. We always use natural ingredients, 100 per cent Australian dairy, Zero Added Sugar, and all our products are gluten-free, including the sprinkles on our Celebration Minis multipack, which sets us apart from the competition when consumers are wanting that permissible indulgence.”
While there are no immediate plans for exclusive products tailored to the P&C market, Spies hinted at the potential for future innovation.
“To introduce Ampol customers to Twisted Healthy Treats, we have gone with our market leaders, but never say never. The think tank is always humming at Twisted.”
Looking ahead, Spies remains focused on the company’s core mission.
“At Twisted, we continually make delicious healthy and aim to stay the leader of the ‘Better-for-You’ frozen desserts category in Australia,” she affirmed.
As for the rest of 2024, Twisted’s goals are clear: “To continue to deliver amazing, healthy, and delicious frozen desserts that people love. We want Twisted to be the brand people know and look for when they want a healthy frozen treat!”
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