Just 12 months after opening a new $23 million manufacturing facility in Ballarat, family-owned and operated Ferndale Foods Australia is celebrating the launch of its first branded sports and diet range.
Named Business of the Year last year, Ferndale created the TEAM NUTRITION® brand to offer athletes and everyday consumers affordable “better for you” products.
So far, the range includes high-protein bars available in four flavours: Salted Caramel Crunch, Mint Crisp, Strawberry Cream and Choc Crunch.
“I think a lot of people have negative connotations with the protein bar market —that they have poor texture and are hard and dry,” Product Manager Jessica Kelly said.
“We’ve really tried to flip that, to make sure it's a positive consumer experience.
“They’re also incredibly good value at $3.90 a bar, which sits below the rest of the market.”
The protein bars, available exclusively at fellow Ai Group member, Woolworths, are just the start for TEAM NUTRITION®.
“The sky's the limit with the brand,” Ms Kelly said.
“It's got a lot of flexibility in terms of other categories and channels, and we see a lot of potential for a great brand moving forward.”
Until now, Ferndale’s new facility has focused on co-manufacturing — using its expertise in food production to support other bar brands.
“To be only 12 months into the new facility and already having our own range coming to market is a huge milestone for us,” Ms Kelly said.
“The business is passionate about establishing our own brands so we can shape our own destiny in the nutritious snack space.
“The facility has a capacity of more than 150million bars a year, and we've got big ambitions in terms of run rates.
“We’re producing more than half a million bars a week at the moment.
“It’s very exciting.”
Ferndale CEO Leigh Edward, pictured with his family, agrees.
“We’ve built our reputation on crafting high-quality products that Australians love, and this new range is a natural extension of that commitment,” he said.
“Our investment in the Ballarat facility reflects our long-term vision for the future.
“As a family-owned business, we’re dedicated to creating jobs, investing in local communities and setting the standard for quality in the Australian food industry.
“We've just hired our 100th person within the business so across all three of our sites, we're growing strongly, which is a great opportunity for regional Victoria, in particular.”
Ferndale Foods Australia is known for confectionery brands like JILA Mints, Jols Pastilles and SoSoft Marshmallows.
Ferndale has been a member of Ai Group since 2000.
“Ai Group has been instrumental in supporting the growth of Ferndale Foods Australia over the past 29 years. Of particular benefit to me is the Workplace Advice Line, which we access on a weekly basis.” — Leigh Edward, CEO, Ferndale Foods Australia
Wendy Larter is Communications Manager at the Australian Industry Group. She has more than 20 years’ experience as a reporter, features writer, contributor and sub-editor for newspapers and magazines including The Courier-Mail in Brisbane and Metro, the News of the World, The Times and Elle in the UK.
