The founder of Australia’s first range of dips to be packaged in compostable paper tubs has set an ambitious goal to slash plastic waste from Australian supermarket dip fridges by 300 tonnes by 2030.
The past two years have been quite a ride for regional Victoria-based dip brand NUFFIN and its founder Haydn Scott, who says the brand has already achieved its original goal of saving 25 tonnes of plastic by 2025 well ahead of schedule and is averaging around 250% year-on-year growth.
Launched off the back of Scott’s existing company, Castlemaine Kitchen, NUFFIN is now stocked in approximately 2500 stores nationwide, including at Woolworths, Aldi, and select independent supermarkets. Coles is set to launch the NUFFIN range in March.
The dip brand is on track to make 81,566 tubs this week, and has more than 20 staff on its books.
Scott told SmartCompany that before the launch in March 2022, the brand conducted an eye-opening analysis.
“Approximately 2000 tonnes of Australian supermarket dip fridge plastic were ending up in landfills or waterways each year,” he explains.
“Crunching the numbers, we realised that the typical plastic dip container weighs around 18 grams. So, every time a customer purchases a NUFFIN tub, we’re effectively saving 18 grams of plastic from entering the waste stream.
Scott says the brand’s target of saving 300 tonnes of supermarket dip fridge plastic by 2030 is “not just a goal”.
“It’s a commitment to giving the sustainably aware consumer a viable alternative to traditional plastics,” he says.
Scott says crafting a product range that resonates, while also standing out, is key.
“Securing Woolworths as our first stockist was pivotal, boosting our brand’s visibility,” he says.
“Our focus on sustainability, especially with our compostable tubs, resonated with eco-conscious consumers, particularly younger moms. Keeping our message simple — delicious dips in paper tubs, preservative-free — was crucial.
“Our marketing efforts, from trade shows to digital strategies, fueled our growth, leading to an expanding list of stockists. It’s been a thrilling journey, and we’re eager for what’s next.”
When asked how NUFFIN has become the most followed dip brand in social media in Australia, Scott said the social media strategy has been straightforward, yet effective.
“We focused on engaging our primary consumer base, mums, by keeping our company page familiar and relatable,” he says.
“This approach has paid off, as we now boast the largest Instagram following among dip brands, with over 10,000 highly engaged followers.
“Additionally, collaborating with well-known influencers and celebrities, such as Donna Hay, has further amplified our brand’s authenticity and reach.”
Scott says the journey of NUFFIN has been nothing short of incredible, with both retailers and consumers rallying behind the brand in ways that have exceeded their wildest expectations.
“However, it hasn’t all been smooth sailing. Like any growing enterprise, we’ve encountered our fair share of challenges and learning curves along the way,” he adds.
“Expanding our team rapidly, refining our packaging and product range, and navigating the complexities of new relationships with key retailers have all presented their own set of hurdles.
“Yet, amidst these challenges, one profound realisation has emerged: sustainability, particularly the urgent need for plastic reduction, resonates deeply with consumers, and is not going to go away.”
Expanding within the Australian dip market is a top priority for NUFFIN, says Scott.
“We’re particularly excited about tackling the issue of plastic waste in lunchboxes, as it presents a significant opportunity for our brand to offer sustainable snacking solutions,” he says.
“Furthermore, international expansion is definitely in our sights.
“Having spent time in both the UK and the US, I can attest to the immense appetite for a dip in these markets.
“It’s clear that there’s a demand waiting to be met. Through strategic partnerships, NUFFIN is poised to make its mark globally.”
