ARTICLE / THE MAKING OF... SERIES
The making of...
Bar None.
Snack bars. We love ‘em. No, literally, we do. Muesli, energy, protein, trail, nutrition… As a relatively health conscious nation, Australians go gang-busters for snack bars to the tune of USD 670.99 million in 2024 alone. Nuts, eh? With those figures in mind, it is easy to see the market being difficult to enter, let alone find an angle no-one else had thought of. So when we happened across Brea Millen’s Bar None, we had to get the full story on Australia’s first refrigerated cold-pressed snack bar brand. Seven bars later, here is The making of… Bar None.
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The making of... Series
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#EatBarnOne #BarnOneEats #HealthySnacking #PlantBasedSnacks #AustralianSnacks #startupstories #startup #growthstrategy #coolpackaging #branddesign #entrepreneurlife
Brea! Great to catch up and welcome to The making of... We’ve got to admit, since coming across Bar None, we’ve worked our way through some serious quantities. Our appreciation of the bars aside, we’re also loving the fact the bars are a first. So, how or where did the idea come from?
Thanks guys. Glad you’re loving the bars! Ok, a bit of back-story here. Back in the day, after studying Journalism, I was working in TV programming. On the weekends, I had a stall at Bondi Markets and sold DIY mixes for raw treats. There was interest in the ready-made versions of my mixes, so I quit my job in TV and set up a catering business called Rawmix. I supplied to corporate offices, hotels, and online whilst evolving my offering at Markets. When my first son was born, I chose to hand over the reins to a like-minded business owner who continued to supply my customers. It was during my time as a new Mum, that the idea for Bar None came about.
I was blending fruit and veggie purees for my son when I thought how could I turn these delicious, nutritious purees into something for me too? I wanted something full of fresh, plant-based nutrients, that I could hold in one hand, and take with me on-the-go.
Brea Millen, Founder of Bar None
Ah, it’s lovely to hear your first son had a role to play! So from there, how did things develop? Knowing the market is highly competitive, what research did you get under your belt to test product-market fit?
It took years of relentless innovation and iteration, involving different ingredient combinations, processing techniques and packaging formats. I saw a gaping hole in the snack market for fresh, nutritious, grab-and-go options that didn't taste like cardboard or come loaded with preservatives and unrecognisable ingredients. The snack aisle was full of stale ideas and products that seemed stuck in the past; completely out of touch with what modern, health-conscious folks wanted. I zeroed in on those consumers who refuse to compromise, the ones who want it all - convenience, nutrition, quality and flavour. Every tweak to the product and packaging was to ensure our customers' time, health goals and desire for whole foods, were respected. And through our commitment to using only clean ingredients, and keeping things fresh through refrigeration, we've shown that you can have it all - health, taste and convenience.
It’s such a great gap in the market. So, when it came to your first iterations of the bars, what were they like?
What began as a culinary catastrophe, transformed into Bar None's defining moment. Our early iterations were a sticky, sloppy, unappetising mess. Desperate to improve texture, I experimented with baking and dehydrating. But both of these took away what made the Bar None concept so special. So I had to decide: create yet another snack bar or stay true to my original vision. I chose freshness and by insisting on refrigeration, I challenged the snack bar category. Keeping the bars chilled meant preserving the wholefood ingredients, maintaining texture and delivering authentic flavour. Our bars offer a fresh alternative in a sea of shelf-stable options.
Awesome. Sticking to your guns has certainly opened up a massive point of difference and set the tone for your brand values. Which is worth its weight in gold. Speaking of gold, when it came to funding, how did you initially pay for everything?
Bar None has been bootstrapped with money from the sale of my previous business, personal savings, and help from my family.
Bootstrapping definitely focuses the mind! Knowing the importance branding plays in helping products fly off the shelf, especially in the snack bar space where brand real-estate is limited, can you tell us how you developed yours?
I launched Bar None in March 2023 and after 6 months in retail fridges, I knew things had to change. The bars were hard to find because they kept falling down; the shelf carton headers were getting tucked away at the back of the shelves; the front of the pack didn't clearly explain what the bar was; our logo wasn't popping; key benefits were tough to catch at a glance; and the colours didn't have a cohesive shelf-wow factor! So I teamed up with Brent Vrdoljak for a branding and packaging deep dive, and together we brought to life the true essence of Bar None.
We designed bold new packaging that puts everything front and centre - what's inside, why it's great and why you need it in your life! Our fresh green palette elevated our look to be clean, modern and cohesive. Our crystal clear messaging about Cold-Pressed bars means you know exactly what the bars are the minute you see them.
We developed a branding strategy around freshness, health, convenience and community. Freshness to highlight the use of fresh, whole food ingredients, while emphasising the refrigerated nature of the bars - our key differentiator. Health - clearly communicating the health benefits. Convenience - showcasing the grab-and-go aspect of the bars, while highlighting the innovative cold-pressed format. Community - developing a brand personality that is vibrant, upbeat and engaging; fostering a connection among our health-conscious consumers.
The brand definitely stands out and the shipper boxes do a great job in capturing your attention. Awareness wise, how are you getting the word out?
Our current strategy is to get our bars into as many mouths as possible! We want to partner with local brands and businesses for giveaways, sponsorships, and pop-ups. We have been posting videos on social media that dive deep into the journey so far, and the challenges ahead - follow along! We will also be doing in-store sampling as new retailers come on board.
When it comes to spreading taste, word-of-mouth is definitely a proven strategy. Right, let's talk about your future challenges… What, if any, hurdles are on the horizon?
Getting people to shop in the fridge for a snack bar. And convincing retailers to allocate valuable chiller space!
We think you’ll be alright on that front! Ok, before we hit our final question, we’d like to thank you for sharing your inspiring story. We’d love to catch up again to hear how things are travelling. Now for that final Q. Knowing what you know now, what advice would you give other founders setting out on their startup journey?
Thanks, it’s been great talking… and what a great question. I’ve got so many nuggets for that one!
- Assume that what you start with is not what you will end up with - you will pivot constantly until it works.
- Do everything yourself first. Develop as much know-how as possible, then outsource based on your weaknesses.
- Obsess over margin and know your numbers - don't bother making something that doesn't stand a chance.
- Make sure you are solving a real problem.
- Stay true to your vision - there will be endless opportunities to compromise but know what your non-negotiables are.
- Make mistakes and don't be afraid to ask for help or advice.
- Look after yourself!
