Interview - Svenja Collins - Spicetub

Posted on Tuesday 14th September 2021 for Spicetub

Spicetub

More Images

Who knew that herbs and spices could be so cool? In the hands of Svenja Collins, Founder and Owner of Spicetub, you’d better believe that cooking with these clever blends makes everything more enjoyable and greater tasting. But what’s behind this vibrant brand and why is it becoming a really poorly kept secret among home cooks?

FFW: Who is behind Spicetub?

SPICETUB: I am Svenja, Mama and foodie by choice and I am the founder of SPICETUB. I am originally from Germany and moved to Australia with my now husband Andy in 2014.

FFW: What led you to establish your business?

SPICETUB: The idea of SPICETUB was on paper for a number of years because I strongly believed that the spice market in Australia needed a lot more colour, creativity and fun and when 2020 changed many individuals’ plans, including my own, I saw it as a chance to finally start bringing that vision to life! SPICETUB is here to evoke excitement and provide guidance for health-conscious home cooks to make cooking with spices fun and delicious.

FFW: How would you summarise your range of products?

SPICETUB: While our spice mixes are unique and specific, they are equally as versatile and convenient to use. All our spice mixes have in common that they are natural, vegan and free of any preservatives, additives or other nasties, they all come in popping and conveniently stackable packaging and they all need only very limited ingredients to be enjoyed. For example, you will only need toast and avocado to fully indulge in our Avo Smash Mix or literally only a piece of salmon to be able to enjoy our Asian Salmon Mix. All unique in their own ways but every single one bloody delicious! And the range is very broad catering for any home cook: savoury, sweet, spicy, designed for seafood, meat or vegan dishes.

FFW: What makes your products different from others in the marketplace?

SPICETUB: The obvious is of course the packaging that is the first impression and an eye catcher on any spice aisle or gifting shelf. Furthermore, the spice mixes are 100% natural and the combinations of spices and herbs are unique and always up to trend with the favourite menu items in leading Australian cafés and restaurants, to be able to recreate those dishes with ease at home. And one big difference to many spice blends currently available is the ease of use with SPICETUB. You don’t require many ingredients or the title of a MasterChef to whip up delicious dishes with our spice mixes, nor do you need the experience. Every SPICETUB has a unique QR code on the packaging that leads to a variety of recipes using that specific spice mix, educating and encouraging the home cook to be creative!

FFW: Is your range made in Australia?

SPICETUB: Yes. Proudly established, put together and shipped from and within Australia.

FFW: From where do you source your ingredients?

SPICETUB: The main focus is always to use pure and all natural ingredients with absolutely no additives as that is what we stand for. We work closely with a number of suppliers that are proudly operating from Australia also and that provide the utmost freshest ingredients for us to work with.

FFW: Your packaging is so different from other spice ranges. Why are the aesthetics so important?

SPICETUB: Spices are the part of cooking that bring your dish to life, that make food and eating an exciting and vibrant experience. This vibrancy is incredibly important to be showcased in our packaging as that is the first impression and the starting point of the cooking experience. The spice aisle should always be the most fun and most colourful aisle in the supermarket in my opinion. And when it comes to the convenience in our stackable packaging, that is because we all know (or remember) that messy spice rack at home which now is convenient and beautiful with consistent and beautiful SPICETUB packaging.

FFW: Is there one product that seems to be the biggest seller? Why do you think that is?

SPICETUB: We do have our bestsellers such as our Avo Smash Mix or the Veggie Master which is all related to trends but also the overall versatility of the spice mixes. The ‘Master’ spice mixes’ deliver on the versatility which is why they are called ‘Masters’ and our unique mixes are very much led by trends in the community which will always make them stand out. Our biggest seller currently is our Apple Crumble Mix as that is not only a trending dish (during all the lockdowns) but also, who doesn’t like to indulge in a delicious (and easy) Apple Crumble?

FFW: What are the most compelling virtues of your products?

SPICETUB: They are all natural, vegan and have absolutely no added preservatives, fillers or un-pronounceable nasties!

FFW: How do you encourage consumers to step away from their usual tried-and-true brands and blends?

SPICETUB: Try something different! The spice mixes we bring out have not been seen with other brands or blends. SPICETUB has a very strong branding and marketing point, offers incredibly unique mixes and is here for our consumers to enjoy their cooking experience from start to finish. From buying/receiving them, stacking them, smelling them, using them and tasting them, they’re the full package which I personally have not been able to find in other brands and blends before.

FFW: What kinds of comments do you receive from customers about how they use your products?

SPICETUB: Most of our customers who share their experiences with us use our spice mixes daily and on almost every meal, given they range from sweet to savoury and are all very versatile. Some like to stick to the ‘guiding’ titles and stick to the dish recommended, while others are very creative and experimental with our mixes. I feel very lucky that we have an actual community within SPICETUB and our customers love to share the joy of SPICETUB in their kitchens.

FFW: What makes Spicetub so awesome for gifting?

SPICETUB: SPICETUBs are a unique gift and gifts should always be as unique as possible for the receiver. You can combine our spice mixes with the accompanying ingredients to put together hampers or put together a very colourful, popping and fun gift for someone special. Plus, SPICETUB is a gift that is not left and forgotten about after being received. Our tubs encourage you immediately to get cooking and use that new gift!

FFW: How does Spicetub look after customers?

SPICETUB: As mentioned, I pride myself with having built a great community around SPICETUB, that includes our customers, fans, suppliers and retailers. I am from Germany and the cliché is definitely true for me that I work extremely efficiently and effectively with prompt communication and openness, especially when it comes to requirements from our partners. I’d like to say that I am very easy to talk to and am always willing to find a solution for all parties. Customer satisfaction is my No.1 priority in everything SPICETUB related!

FFW: What kinds of retailers are stocking your range?

SPICETUB: We are stocked in a number of small shops, cafés, restaurants, gift boutiques, online retail stores and grocers that love supporting unique, local and small businesses.

FFW: Do you supply bulk quantities for foodservice businesses and food manufacturers?

SPICETUB: Not yet. Again, always happy to discuss opportunities that come up. For the moment, this has not presented itself in a lucrative way for both parties involved.

FFW: Do you offer any serving suggestions, recipes or interesting and unique ways to consume them?

SPICETUB: Absolutely! Our customers find the suggested recipe for the spice mix on the tub and if they choose to scan the unique QR code on the tub, they are led to a ‘secret’ page that lists a number of versatile and fun recipes to use that specific spice mix that they are holding. We do also have a recipe ebook called SPRINKLE that holds over 30 recipes written by over 12 recipe creators using 14 of our spice mixes. I personally share recipe content on our Instagram stories and also post full recipes on our social media channels.

FFW: What are some of the more intriguing ways your blends are being used?

SPICETUB: That’s an interesting question! I always love seeing when our customers share completely different ways of using a spice mix to what it is initially ‘designed for’. One example that comes to mind it that our customers have discovered that our Roasted Chickpea Mix is absolutely gobsmackingly delicious on prawns and white fish! I tried it myself and almost considered renaming the spice mix because it is so perfect on those ingredients! I love seeing our customers getting so creative with our spice mixes and it goes to show how very versatile our spice mixes really are.

FFW: As a passionate producer of a boutique product, do you take notice of other producers of foods and beverages? Are there any that you particularly admire?

SPICETUB: Always! I am such a huge advocate for small businesses and love discovering new, fun and creative brands, especially in the foods and beverages market. I personally love supporting other brands and joining forces and am always collaborating with other brands in the industry. Recently, I have loved working with and getting to know Chai Addict, Kreol, LUXEY and Vetta Pasta, to name a few.

FFW: What lies ahead for Spicetub; any new products or flavours coming up?

SPICETUB: Yes and yes! We bring out a new spice mix every three months with the next one being launched in October 2021. When I said, “we are always on trend”, I truly meant it!

FFW: What do you most love about your business?

SPICETUB: The community, our customers, the relationships I build daily with new individuals and the incredible feedback and repeat customers that have become actual fans of my business! I have also given SPICETUB a personality and I do love ‘her’ for that: Exciting, creative, colourful, bold, guiding, health-conscious, organised, bubbly, loud, well-travelled, fun, quick, interesting, sassy, curious, on-trend, sustainable, authentic, genuine. It's the best friend adding spice to my life every day!