Instant smoothie in a packet startup Welly to be stocked in Coles

Victoria-based startup Welly is well and truly on the way to shaking up the wellbeing space, with the instant smoothie in a packet innovator announcing that it has now rolled out its products into all Coles stores across Australia — just 12 months after it launched.

Welly was founded by Jarahad Valeri with a simple mission: to help both children and adults attain greater wellbeing through increased fruit and vegetable intake by creating convenient, plant-based and wholefood-based snacks that also reduce food waste.

Valeri said he was thankful to Coles for believing in Welly’s mission.

“It’s a privilege to have Welly recognised by a business like Coles,” he said.

“What’s most exciting though is it’s a huge step towards achieving our goal of helping more people attain greater wellbeing through increased fruit and vegetable intake, whilst reducing the impact of food waste on the planet.

“Being in a major retailer like Coles makes our product more accessible to consumers in need.”

Valeri said Coles customers could find Welly’s products in the health food aisle. 

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“We have received an overwhelmingly positive response to our instant smoothies since launching online earlier this year and hope that this sentiment continues in Coles,” he said.

“The partnership came about after speaking with Coles and being recognised as the first-of-our-kind available in the Australian market.”

Valeri said the truth is that adults and children just don’t eat enough fruit and vegetables on a daily basis. 

“Whole foods, in particular fruit and vegetables, are a cornerstone to health and wellbeing but 96% of children and 90% of adults don’t consume the daily recommended servings, missing out on much-needed fibre, vitamins, and minerals for a balanced diet and optimal output (such as cognitive and physical),” he said. 

“Additionally, 31% of fresh produce is discarded for not meeting cosmetic commercial standards. 

“Understanding these facts and combining them with today’s desire for convenience led to the inception of Welly.

“Our mission is to help millions of people globally achieve greater wellbeing whilst reducing food waste by making fruit and vegetables more convenient, fun and delicious.” 

Valeri said the startup will continue to grow and that Welly’s instant smoothies and Coles are just the beginning.

“We’ve taken a conservative approach to growth focusing on building intimate relationships with customers through our owned online channels to ensure that we consider their opinions and input to create a product that customers truly desire and resonate with,” he said. 

“Now that this has been achieved with our instant smoothies our growth plans are orientated around building our offline presence in more Australian retailers and increasing our product offerings to reimagine fruit and vegetable to create convenient, sustainable snacks.

“We’re working on new products that we hope to release by the end of the year and aim to expand our offerings to more stores.”