Are people beginning to consume their way to better looks? Mintel Beauty Innovation believes so, noting a significant crossover between food and beauty. From 2005 to 2008, global food and drink product launches featuring ‘beauty enhancing’ claims surged by 306 per cent, a trend which continues even more so today.

Keira Rumble, the dynamic entrepreneur behind Krumbled Group, which includes Krumbled Foods, Habitual Beauty, and Mini + Me, recently  announced the launch of two new Beauty Bites flavours: White Choc Macadamia and Peanut Butter & Jelly. These additions are now available in Chemist Warehouse stores across Australia, marking a significant milestone for the brand’s retail expansion.

“One of the biggest things I wanted was to create something that was delicious yet functional,” Keira explained to media and guests at Chiswick, Woollahra, where the two new flavours were unveiled.

“When we launched, retailers saw it as just a supplement, but we aimed to make a product that people genuinely enjoy consuming. That’s why we added beauty and gut health ingredients like whole collagen, which sets us apart from many other brands on the market.”

Beauty Bites are no ordinary snack bars. Each bite is packed with 3,800mg of Hydrolysed Collagen Peptides, 8g of prebiotic fibre, 1 billion CFUs of Bacillus Coagulans, and vitamins E and C. These ingredients support skin, hair, nails, and gut health, offering a comprehensive approach to beauty from within.

Navigating the complexities of health product manufacturing has been a notable challenge for Keira. “There’s a lot of red tape in manufacturing, especially with health products,” Keira said. “We ensure all our ingredients meet strict standards, which is surprisingly challenging.” Despite these hurdles, Krumbled Foods has successfully carved out a niche in the health food market, largely due to its direct engagement with consumers.

“Our consumers have been instrumental in our success,” Keira said. “When we asked what new flavours they wanted, I was skeptical about Peanut Butter & Jelly, but it turned out to be a hit. White Chocolate Macadamia has also been incredibly popular.”

The inclusion of Beauty Bites in Chemist Warehouse represents a pivotal achievement for Krumbled Foods. “I definitely harassed Chemist Warehouse for many years,” Keira said. “It’s a strategic move because it’s where people go for essential health tools.”

This partnership with Chemist Warehouse, which now stocks six flavours of Beauty Bites, is crucial for expanding Krumbled Foods’ market presence. “Chemist Warehouse is a great brand to be associated with, and it helps us tap into a broader consumer base,” Keira said.

Reflecting on her entrepreneurial journey, Keira shared: “I was diagnosed as pre-diabetic in my early 20s, which led me to realise that many health food products weren’t actually healthy. This motivated me to create transparent, genuinely healthy products.”

From humble beginnings making protein balls in her apartment to now operating a 1,000 square meter manufacturing facility on the Central Coast, Keira’s story is one of remarkable growth and resilience.

Looking ahead, Krumbled Foods has ambitious plans. “We have a lot in the works, especially now that we have our own manufacturing facility,” Keira said. “This gives us the flexibility to develop new products tailored to different life stages and health needs, from skincare to pregnancy-focused products.”

Images from the launch event below. Photography: Scott and Co.

Read the current issue of our digital magazine below:

Leave a comment

Your email address will not be published. Required fields are marked *