Greta McDonald
Greta is a multi-award winning entrepreneur and is the founder of Sweet Lounge, an innovative plant-based confectionery brand on a mission to create the best tasting vegan sweets without any nonsense!
Their products can be discovered in over 500 locations throughout the UK, including stores like Selfridges, Daylesford, Holland & Barrett, as well as popular delivery services such as Gorillas and Getir and recently launching into Ocado. Sweet Lounge can also be found in over 12 countries around the globe.
- Tell us a little bit about your business…
As a business, our mission is to create delicious, guilt-free sweets that are both ethical and sustainable. We believe that everyone should be able to indulge in their favourite treats without compromising on taste or quality, which is why we have dedicated ourselves to creating the best vegan confectionery on the market.
At Sweet Lounge, our dedication lies in creating delectable sweets that not only delight the taste buds but also prioritise the well-being of our planet. We place a strong emphasis on the environmental impact of our brand, both visibly and behind the scenes.
2. How did you get into the industry?
I founded Sweet Lounge in 2014, originally venturing into the gifting sector rather than FMCG. However, by 2021, we shifted our focus to consumer goods, aiming to enter the retail space. It was at this point that I noticed the confectionery sector was not only dominated by major brands but also characterised by an excessive use of single-use plastic packaging. This realisation motivated me to instigate a positive transformation within the industry.
3. What are the biggest opportunities and challenges in your industry?
Similar to many businesses, we encounter challenges, primarily driven by the mounting costs throughout the supply chain, spanning from raw ingredients to shipping and packaging. The task of establishing a robust online presence has become more formidable due to the escalating expenses associated with paid advertising, and the costs linked to acquiring customers have surged to unprecedented levels. Nevertheless, there is a growing consciousness among consumers regarding health and a preference for “better for you” products. Our sweets fall into this category, boasting features such as no artificial colours, flavours, gelatin, or gluten. Additionally, consumers with disposable income are inclined to invest more in high-quality and premium products, simultaneously supporting smaller brands.
4. How would you describe your leadership style?
I am highly motivated and dedicated to my brand, demonstrating a leadership style that is marked by passion and commitment. I actively champion female-led roles, striving to create an inclusive and empowering work environment. I believe in leading by example, fostering a culture of dedication and enthusiasm within the team. By combining my dedication to the brand with a commitment to supporting and promoting female leaders, I aim to create a workplace that values diversity and encourages everyone to reach their full potential
5. How do you get the most out of the people who work for you?
I maximise team performance by fostering a positive and inclusive environment, encouraging open communication, and recognizing individual strengths. I align tasks with team members’ skills, provide regular feedback, and promote professional development opportunities. This approach aims to create a motivated and empowered team dedicated to the brand’s success.
6. What are the most crucial elements to your business running smoothly and being successful?
The key elements for ensuring the smooth operation and success of my business include effective communication, a cohesive team, strategic goal-setting, adaptability to change, and a commitment to continuous improvement. Forecasting and focus on supply chain is also a very important part of keeping product flowing and to keep up with demand.
7. How has the past 12 months been for you?
Brilliant to say the least. The business has had great success and growth over the past 12-18 months.
8. What will the next 12 months look like for your business?
Continuing to grow at the rate we are, we aim to double our turnover and actively seek investment to really boost the business and take it to the next level.
9. What are the highlights of your career so far?
A significant milestone in my career occurred when our product was initially stocked on the supermarket shelf. This achievement marked a pivotal moment, demonstrating the successful integration of our product into the retail market and opening up new opportunities for growth and visibility.
10. What’s the biggest business mistake that you’ve learnt from?
Anticipate and plan for the future! Running out of stock can significantly impact your revenue, so it’s crucial to stay ahead and forecast demand.
11. What’s the best piece of business advice you’ve been given?
Consistency is key. There will always be ups and downs in business, keep going.
