We’re Meenesh and Parul the husband and wife duo behind Wholey Moly.

What was the thinking behind your brand Wholey Moly?

In some ways biscuits represent the ultimate self-contained, eat anywhere permissible treat and yet on the flip side biscuits are lost-in-time snacks that have struggled to stay in step with evolving food trends (until recently!). Today 1 in 4 biscuits are bought for healthier living motives although indulgent ‘me time’ remains the No.1 call-to-arms. The single-minded thought behind Wholey Moly is why can’t biscuits be jam-packed with beneficial ingredients that taste great and do good?

Wholey Moly was born from a nagging frustration that snacking could do so much better. Working in Corporate World, both Parul (my wife) and I were exasperated by the lazy array of sugar-drenched nutritionally bereft treats made available by canteens and vending machines to tackle inevitable mid-morning/mid-afternoon energy slumps. We felt biscuits could be made with all-natural ingredients, packed with nutritional worth yet still taste amazing!

What gives you confidence that you’ve struck upon a great idea?

Everyone gets biscuits! 61% of Brits own a biscuit tin. During Lockdown an extra 87.9m packs were eaten that meant Brits (Europe’s No.1 biscuit adoring nation) took take-home sales past the £5bn mark for the first time ever. Biscuits are loved and such have the potential to instigate real change on the proviso that a new generation of ‘better intentioned’ brands materialise – Wholey Moly is just such a brand!

Give us an interesting biscuit fact?

Biscuits were the first food to reach the South Pole with the explorer Roald Amundsen in 1911!!!

What were you doing pre Wholey Moly?

I was an accountant with 10+ years in finance whilst Parul was a business consultant specialising in organisational change for a number of the world’s best-known bluechips!

Worst moments of anxiety?

The sudden realisation that a past manufacturing partner in whom we put our trust simply wasn’t up to the task and was unwittingly dragging us down!

Thoughts on failure?

You need to fail to appreciate the highs – if life was monochrome it would be very dull!

What’s next?

We’re taking them as I type with a step-change Ocado listing, an online presence in Holland & Barrett and an all-important trial in 70 Sainsbury’s stores. These stores (and many more besides) are showcasing our new recipes, messaging and planet-friendly packaging and we feel as proud as punch!

What’s the next stage of innovation for Wholey Moly?

Sharing bags is a distinct possibility as is conquering hotels, foodservice airlines and hospitality.

What’s your hero line?

Choosing your favourite biscuit recipe feels wrong, a bit like choosing you favourite child? But if you put me on the spot, I’d probably say our new reformulated Chocolate & Orange. Historically we used cacao in our recipes however our quest to crank up the indulgent angle meant we swapped out cacao for outrageously indulgent milk chocolate chunks.

Biggest lesson you’ve learnt so far?

Don’t hang around wondering what might be!

What is your best word of advice for fellow entrepreneurs?

Never be afraid to pick the brains of others! Being an SME entrepreneur can be quite a lonely world that can dominate your waking hours given it even half a chance! Fortunately the SME food & drink community is a friendly fraternity where good founder wisdom is always close at hand; be that ‘avoid the mistakes I’ve made advice,’ top tips, handy contacts or even the prospect of a future collaborations.’ Never be afraid to ask for help or give an opinion because you’ll always learn something!