Like a lot of people, the co-founders of the Seriously Sound Food Company came out of lockdown a little heavier than they went in. Keen to shed the extra pounds, Shane O’Connor and Richard Sharp decided to add more plant-based foods to their diets to help but found themselves seriously underwhelmed by what was on offer.
Both are enthusiastic foodies who had often spoken about starting a business together. So, having identified a gap in the market for a plant-based product that was more akin to meat, they decided that this was the opportunity they had been waiting for.
Based in Tralee and with the mighty Kerry Group on their doorstep, they turned to its food experts for help in bringing their idea to life. What emerged from the collaboration is a high-fibre plant-based product similar to chicken but made from soya protein.
“Using just two simple ingredients, soya and water, we have created a plant protein that mimics the taste and texture of a chicken thigh bite for bite,” says O’Connor. “Our Carolina BBQ flavour is coated in a mustard-based BBQ sauce, which is unique to our segment, while our Naked Pieces have a mild grill seasoning and are the perfect chicken substitute for curries, stir-fries, stews or anything else you make with chicken.
“We do not use any chemical binders and the products are gluten-free. In response to those who are concerned about processing, our product is minimally processed in that the soya flour is mixed with water to create a paste, which is then extruded into the appropriate shape.”
The company launched into the fast-growing plant-based segment in February and there are plans to extend the product line-up later this year and to launch two new products for the food service sector in 2024.
Using just two simple ingredients, soya and water, we have created a plant protein that mimics the taste and texture of a chicken thigh bite for bite
— Shane O'Connor
The founders have gone for a lean set-up and are outsourcing production to Nature’s Best in Drogheda. This leaves them free to focus on building the brand in Ireland, with plans to move into the UK, Europe and the Gulf countries within five years. The products are currently available in Dunnes Stores and SuperValu. Tesco will begin stocking them shortly and, following a successful “grow with Aldi” campaign, the founders are hopeful a permanent listing there is on the cards.
A toe dipped into the UK market earlier in the year was met with a positive response. However, like many start-ups, the company experienced a setback not of its own making when its UK distributor went under.
“The company went into administration on the day they were meant to pay us. We survived, and I like to think it’s a story for the podcast in years to come,” says O’Connor.
On paper, O’Connor and Sharp are unlikely food sector entrepreneurs as neither have food or retail experience having spent their working lives in marketing, media, design, international sales and business development respectively. However, both have previous start-up experience and bring a head rather than a heart-driven approach to developing their business.
Unlike many idealistic food entrepreneurs who falter because they assume a strong product is enough to guarantee them a market – generally it is not – O’Connor and Sharp came at it the other way. They started by identifying a niche with potential mass market appeal and then filled it with a suitable product.
To date, the founders have invested just under €100,000 in the business with support from Tralee LEO, Cork BIC and the New Frontiers programme. The company has been identified as a high-potential start-up by Bord Bia and has recently been approved for Enterprise Ireland’s pre-seed start fund.
“Ultimately we are hoping to create 10 high quality jobs in Tralee and are now in the process of raising €200,000 to drive the business on to its next phase,” says O’Connor.
