No Nasties Project launches Disney sugar-free icy poles in Woolworths and alcohol-free Naked Life drinks

When Melburnian David Andrew launched a start-up with a simple idea, he had no idea it would be making millions through a pandemic.

When this Melburnian launched a start-up with a simple idea, he had no idea it would be making millions. Picture: Supplied

When David Andrew started pitching his Aussie-made sugar-free drinks a few years ago, he had no idea he would be eyeing a $12 million turnover for the 2021 financial year.

“If I was to go back to November 2016 when I was pitching to distributors with my hand-labelled bottles, I probably wouldn’t have thought it was possible. I would have dreamed of it but I probably wouldn’t have believed it,” the Naked Life and No Nasties Project founder and CEO told news.com.au.

It didn’t take long for the sugar-free craze to catch on after Naked Life launched its first line of sugar-free soft drinks in time for summer at the end of that year.

David introduced one of Australia’s first no-sugar tonic waters to the market in 2017 and by 2018 the brand took on an iconic Aussie favourite, Super Doopers, with the launch of sugar-free icy poles.

David Andrew started with an idea in 2016 to launch a sugar-free drinks line. Picture: Supplied

In the past 24 months, David’s business has sold more than 30 million icy sticks to Aussies looking for sugar-free, healthier alternatives to give their kids.

The company, born after David gave up sugar himself but struggled to find a soft drink alternative, made a staggering $200,000 in the first month alone and generated almost $1 million in sales in its first quarter.

“I’m pinching myself. Never in my wildest dreams would I have thought this,” he said.

RECESSION-PROOF

The 37-year-old from Melbourne would not have thought his small business would turn over its first million-dollar-month in September 2020, amid a pandemic-driven economic recession that hit Victoria hard.

“We’ve been pushing really hard for five years and it has all landed this year,” David said.

The company completely blew their expectations out the water, managing to bring in more than $3 million for the year – more than projected, including the million turned over in just a month.

The Disney range was launched in partnership with Woolworths. Picture: Supplied

The Woolworths range features characters from the Avengers and Frozen. Picture: Supplied

“At a time when COVID hit, that’s when we were looking to scale up our team and production,” he said, adding he had plans to buy a new machine from Europe which was halted due to the stall in international trade.

“It’s been a year of challenges,” he said.

But that didn’t stop the team from continuing to innovate – including launching a hand sanitiser this year.

“We were able to grow our team and take on some really capable people,” he added, pointing out that one of them is an ex-CEO of a drinks company.

“Last year at our Christmas party there were four of us and now there’s eight,” David explained.

The company made $1 million in September 2020. Picture: Supplied

BRINGING IT TO THE MAINSTREAM

David and his team are celebrating a massive deal with Woolworths this year, which includes a collaboration with Disney.

The No Nasties Project launched an exclusive range of sugar-free Icy Stix featuring Disney favourites such as Elsa and Olaf from Frozen and Marvel heroes like Iron Man.

“It is incredible to have the likes of Woolworths and Disney invest in the health of Australian kids,” David said. “It allows innovative small businesses like ourselves to deliver innovative health products to the mainstream.”

The Disney-branded icy poles, which are made from natural sugar-free sweeteners, are available in more than 1000 supermarkets nationwide.

“I had always hoped for a major retailer but I had no idea how to do it,” he said.

“Nothing has gone how I expected it to. It’s been an incredible rollercoaster.”

On top of the Woolies deal, it’s also their first year in Coles.

“It’s really allowed a small business to get into the mainstream,” he said.

SCALING UP

The business is set up for a successful 2021 with the launch of yet another new line – a range of sugar-free non-alcoholic drinks, including virgin margaritas, virgin gin and tonic, yuzu sake and a Pimms-inspired English garden spritzer.

The range will be released this month in time for the post-COVID summer.

While launching a new line on the back of a pandemic might seem risky, it might be a good move considering the non-alcoholic drinks market is predicted to be worth more than $A43 billion in just a few years by 2025, according to a recent study.

The new line will be available in a range of stores across the country, including Coles Local stores, selected Woolworths stores, Drakes, independent retailers and online through Dan Murphy’s and Amazon.

David revealed there will also be a range of “better-for-you” sugar-free cereals, cookies and snack bars launched early next year.

David and his team continue to develop new products, with a new range set to come out in March 2021. Picture: Supplied

INNOVATION AND RESILIENCE

David describes himself as “a bit of a mad scientist”, priding himself on innovation and thinking outside-the-box.

“We had a lot of products that didn’t work,” he confessed. “We had to bounce back, stay on the path and stay on track.

“With the icy poles, we took a real punt. We hadn’t figured out how to make it yet,” he explained.

When they started manufacturing the icy poles in 2019, David imported a machine in Europe so the icy poles could be Australian-made, while the team continually improved the taste of the healthier treat.

The No Nasties Project sugar-free icy poles are available in Woolworths and Coles. Picture: Supplied

Sugar Free-zies age going up against an Aussie favourite, Super Doopers. Picture: Supplied

ON A MISSION

With an ethos to provide sugar-free alternatives for Australians with “no nasties”, the No Nasties Project is on a mission to remove 500 tonnes of sugar from the diets of Australian families.

“We want to make a proper difference to Aussies,” he said.

“With some small swap-outs, you can make a big difference without compromising on taste and cost and know kids are going to love,” he said.

David explained it’s taken a few years to get Aussies to see the benefit of making the switch to sugar-free alternatives but pointed out that parents are really wanting “better-for-you” items they can give their kids.

“We’ve been pushing for five years, it’s a lot of hard work. It takes a while to translate to the norm for people,” David said.

He said having a competitive price is “critical” to be able to streamline the business and make it accessible. “To change the mainstream market it comes down to cost, availability and the test of kids,” he said.

“Nine out of 10 parents know they should be reducing their kids sugar but most don’t. There’s a gap between those who know they should be reducing sugar and those that actually are.”

The products contain a blend of natural sweeteners including stevia and erythritol instead of sugar, as well as other natural ingredients, with no artificial colours or preservatives.