Laura, co-founder of Sweet Deceits

September’s ‘You Got This’ Unibox contains the rather more-ish, vegan Salted Caramel Brownie from Sweet Deceits. We’re always intrigued by the story behind the brand, so we set down with Co-Founder Laura to find out more…

1. We included your ‘Salted Caramel Brownies’ from your brand Sweet Deceits in our September Unibox! Tells us about them in your own words.

Our Salted Caramel Brownies combine a thick layer of creamy caramel with a rich and fudge-y cacao brownie. We use Lucuma – a Peruvian superfood – to give our brownies a natural caramel flavour, which is enhanced by a sprinkle of Himalayan pink salt – melt in your mouth perfection!

2. When and how did Sweet Deceits come about?

We started working on Sweet Deceits around 3 years ago when we graduated from University. We had always looked after ourselves and eaten well, but desserts were our weak point. After every meal, we’d be longing for something sweet to satisfy our cravings and found that the only options on the market were date and nut bars, which are great, but sometimes they don’t quite do the job. So we made it our goal to create treats that taste just as good as their unhealthy counterparts from nutritional ingredients.

3. What are you most proud of and what would you have done differently… and why?

We’ve developed Sweet Deceits to the stage that you currently see it completely off our own backs. We have no experience in business, nor do any of our relations, and we’ve self-funded everything that we have done (which hasn’t been easy). Both I and my business partner, Ryan, have come from non-privileged backgrounds, with no contacts in the industry, and we’ve gone on to build a successful brand, securing listings in our dream stores – Planet Organic and Holland and Barrett. And we have a lot more to come!

The majority of healthier snack bars on the market are date-based, and we find this is often the dominant taste, so we have made a point to steer clear of using dates in our brownie range, and we’re pretty sure they’re one of the best tasting whole-food desserts on the market.

What would we have done differently?

Used our money more wisely – when we started we tried to do everything as cheaply as possible (which we would still recommend), but we bought second hand machinery, which didn’t always work and we ended up investing a lot of time into this and in the end lost money when we re-sold the machines.

4. Did you go to University? Has it had an impact on what you do today? (If you didn’t go to Uni – please tell us about the path you took instead!)

I studied Economics with French at Durham University. As much as I enjoyed my degree, it taught me that I no longer wished to take the conventional route. I was passionate about the health and wellness industry and felt that I could make an impact because the product that I was demanding wasn’t available on the market. Although it wasn’t the secure route, and my parents would have definitely preferred me to take up a graduate scheme, I knew that in the longer run this would be the most fulfilling role for me. I can’t say that I’m directly using what I learnt in my degree towards running my business, but I hope to take Sweet Deceits to France one day where I will be able to use my French lingo skills.

My business partner Ryan studied Business Management at Newcastle Business School and believes that he is more business minded than me because of it (LOL – Laura). It has always been his dream to launch his own business and he firmly believes that you develop most of your skills whilst on the job, however, his degree placed him in good stead for the journey ahead.

5. What tip would give any of our students who might be thinking about launching their own business one day? 

Take the leap, be prepared to work long hours (and for everything to go wrong!), but if you truly believe in your idea then never give up.

6. Tell us something that will surprise us.

We went on Dragon’s Den, but that’s another story 😀

7. Finally… what do you do when you need to relax and take some time to yourself?

It’s pretty basic but I love to just catch up with my friends over a bottle of vino. I also love cooking when I can find the time, and when everything has all got a bit too much in the office, I like to put on some music and go for a run in the evening.

Thank you so much Laura – we’re definite converts to your tasty treats!
Find out more about Sweet Deceits here:
Our readers can get 10% off at the Sweet Deceits online shop using code UNIBOX10. Uni life just got a little sweeter…

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