Talking with Wildly Tasty
Local businesswoman, Louisa Mitchell, founded plant-based food company, Wildly Tasty, when she saw a hole in the market. We met up with her to get the low down on her business.
Louisa Mitchell, from Wildly Tasty, is a local Ashtead resident.
1. What inspired you to start a business focused on providing premade, healthy meals for children?
It wasn’t until I had my children that I realised how few healthy meals there were out there aimed at kids, especially packed with plant goodness. So I decided to use my background in recipe development to create a range of nutritious frozen meals, batch cooked like I would at home, that were 100% plant-based. I started with children’s size meals but soon launched into family-size meals to feed parents too!
Our company mission is to empower parents to feed their families nutritious meals that are not only great for their health but good for the planet too. Our main customers are flexitarian families, many trying to eat more plant-based meals in their diet. Being a sustainable business is so important to us, from the plant-based ingredients through to the recyclable packaging and supporting local wildlife charity Wildlife Aid, we want to protect the planet our children are growing up in.
2. How do you ensure the quality and nutritional value of the meals you offer?
From the start, I've worked closely with a registered nutritionist to ensure the meals are nutritionally balanced and low in salt, so suitable for children of any age (over 1 year). The meals only use great quality, all natural ingredients, and we freeze the meals to lock in the goodness, and we don’t use any preservatives or additives. Each meal contains plant-powered protein from legumes such as lentils, beans, chickpeas and peas, as well as a large variety of veggies, herbs and spices.
3. What strategies or innovative approaches do you employ to create meals that are not only healthy but also appealing and enjoyable for kids?
My experience as Head of Recipe Development at Mindful Chef has definitely given me a good insight into what families like to eat. I wanted to provide adventurous options like our Yellow Thai Curry and Jackfruit & Bean Chilli through to more comforting family favourites like Mushroom & Lentil Bolognese and our veg-packed blended pasta sauces. I’ve also done many taste tests with children (and adults!) to ensure the flavours were a hit before launching. In 2023, Wildly Tasty was awarded Gold for Best Child’s Food Range in the Loved by Parents Awards, something I’m really proud of.
4. How do you balance offering nutritious options and meeting the demands of children with fussier tastes?
In our pasta sauces, we blend in the veggies, which can be good for fussier eaters, but in our main meals, they’re chopped into small pieces. I also think when you use great-quality veggies. especially tomatoes, which have a natural sweetness, it makes the flavour more appealing to children. We do often get feedback from parents on how well the bolognese has gone down with fussy eaters... this is our bestseller!
5. Where do you currently sell your products?
We currently sell our meals online through our website www.wildlytasty.com and in Surrey farm shops, garden centres and delis like Chessington Garden Centre, Village Greens Farm Shop at Denbies Vineyard as well as William Dyer Delicatessen in Ashtead. There is a full list of stockists on our website.
6. As a small business owner and a mum to young children, what challenges have you faced?
The juggle of family life with a demanding business baby can be exhausting at times, often feeling like you can’t give either enough of your time. It has definitely become easier a year in, learning to find more of a balance. I’ve started to do fewer weekend work events so I can give that time to my family.
Just a small selection of Wildly Tasty meals.
I’ve also started working with a business coach, who has lots of experience in my industry and that has helped me prioritise my to do list. My husband is hugely supportive too. I feel very grateful that I get to do a job I love and can do most of the school/nursery drop offs too - the benefit of deciding your own hours!
7. What plans have you made for Wildly Tasty in 2024?
I plan to expand Wildly Tasty further into farm shops and garden centres nationwide, as well as stocking independent nurseries and cafes helping with their ‘meat-free’ options. I'm very passionate about encouraging a love of wholesome plant-based meals from a young age, eating more kindly to the planet whilst being nutritious for growing kids too.
Read all our other expert local insights from Surrey business owners.