We recently connected with Joyce Friedmann and have shared our conversation below.
Joyce, appreciate you joining us today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?
Current Trends in the Food Industry The food industry is continually evolving, influenced by changing consumer preferences, advancements in technology, and growing awareness of health and sustainability. At Joyffles, we recognize and adapt to these trends to better serve our customers and remain competitive. Here are some significant trends currently shaping the industry:
Health-Conscious Eating with Transparency: Consumers are increasingly prioritizing health and wellness in their food choices, seeking products that are delicious, nutritious, and made with whole, natural ingredients. Joyffles oat-powered waffles perfectly align with this trend, packed with fiber, protein, and wholesome ingredients while being free from gluten, dairy, and artificial preservatives. Additionally, Joyffles are gut and heart-healthy, ensuring you can indulge without compromising your well-being. We proudly showcase our commitment to transparency, providing clear nutritional information and ingredient lists.
Plant-Based and Allergen-Friendly Options: The rise of plant-based diets continues to gain momentum as people seek alternatives that support their health and the environment. Joyffles cater to this trend by providing gluten-free, dairy-free, soy-free, and egg-free options that everyone can enjoy, making them a versatile choice for diverse dietary needs.
Sustainability and Ethical Sourcing: Consumers are becoming more conscious of the environmental impact of their food choices. Joyffles is committed to sustainability, striving to source ingredients responsibly and minimize our carbon footprint, while supporting local economies.
Convenience and On-the-Go Solutions: As lifestyles become busier, consumers are looking for convenient meal and snack options. Joyffles serve as an ideal solution, providing a quick, delicious breakfast or snack that requires minimal preparation and can be enjoyed anywhere.
Personalization and Customization: The trend toward personalization continues to rise, with consumers seeking products that align with their individual preferences and dietary restrictions. Joyffles can be enjoyed in various ways—topped with almost anything you can imagine, or enjoyed on their own—making them a flexible choice for personalized snacking.
Focus on Gut Health: With increasing awareness of the importance of gut health, products that promote digestive wellness are gaining popularity. Joyffles are crafted with gut-friendly ingredients like oats and inulin, making them a delicious choice for those looking to support their digestive health.
By staying attuned to these trends, Joyffles is well-positioned to meet the needs of today’s health-conscious consumers while maintaining our commitment to flavor, quality, and community. As we continue to innovate and grow, we aim to be a leading player in the evolving landscape of the food industry, inspiring healthier choices and joyful eating experiences for everyone.
Joyce, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
As the proud founder of Joyffles, a woman-owned business dedicated to transforming the way we think about breakfast and snacks, I believe in crafting irresistible and healthful options that not only delight the taste buds but also nourish the body and soul.
My journey into the food industry began as a busy parent juggling the demands of family life while seeking healthier options for my children. Like many parents, I faced a delightful dilemma: my kids had an insatiable love for chocolate chip waffles. This love was sweet but posed a challenge—I wanted to provide them with a breakfast option that was not only tasty but also nourishing. What started as a fun weekend tradition, dubbed “Mama’s Waffle Weekend Party,” where laughter and syrup flowed freely, soon highlighted the need for a more nutritious breakfast alternative.
In an “AHA” moment, I decided to create my own waffle recipe using wholesome oatmeal batter, enriched with nutritious toppings that we all loved. The result was a delightful and guilt-free waffle that maintained all the flavors my kids adored. This was the genesis of Joyffles. As I shared my creations with friends and family, their enthusiastic response encouraged me to turn my passion into a business. However, I was met with the challenges of bringing a product to market. The journey was daunting, as I navigated the complexities of food safety, sourcing high-quality ingredients, and building a brand, all while managing life as a single mom.
At Joyffles, we offer a range of oat-powered waffles that stand out for their quality and health benefits. Our waffles are not only scrumptious but also crafted to cater to a variety of dietary needs. They are naturally gluten-free, dairy-free, soy-free, and free from artificial preservatives and trans fats. With no added sugar in the batter itself—sweetened naturally with unsweetened applesauce and ripe bananas—Joyffles provide a guilt-free indulgence that’s perfect for breakfast, snacks, or even dessert. Each bite is packed with fiber, protein, and wholesome ingredients like chia seeds, flax seeds, and chickpea flour, which contribute to gut and heart health.
What sets Joyffles apart from other products is our unwavering commitment to using clean, nutritious ingredients without compromising on flavor. Every ingredient has been meticulously selected to ensure it provides health benefits while delivering an irresistable taste. For instance, oats serve as a fantastic source of soluble fiber, promoting digestion and heart health, while chia seeds are loaded with omega-3 fatty acids that support overall wellness. Additionally, our focus on allergen-friendly options makes Joyffles accessible to those with dietary restrictions, ensuring everyone can join in on the joy of tasty snacks.
As we aspire to grow, our vision includes giving back to the community that has supported us. We are dedicated to making a positive impact by donating Joyffles to schools with free breakfast programs, ensuring that children in underserved areas start their day with a healthy meal. This commitment reflects our belief that every child deserves access to nutritious food that fuels their potential.
At the core of Joyffles are our values:
Quality: We prioritize high-quality, wholesome ingredients to ensure our customers receive the best nutrition without sacrificing flavor.
Community: We strive to support our local communities, from sourcing ingredients to giving back through initiatives that promote health and wellness for underserved populations.
Sustainability: We are committed to sustainable practices, ensuring that our production methods are environmentally friendly and socially responsible.
Inclusivity: Joyffles are designed to be enjoyed by everyone, catering to various dietary preferences and lifestyles without compromise.
Choosing Joyffles means embracing a joyful, healthy lifestyle. Our oat-powered waffles are a delicious way to fuel your body while satisfying your cravings. With their rich flavors and exceptional nutritional profile, they are perfect for anyone seeking a guilt-free indulgence.
We hope you will join us on this journey to experience the joy of Joyffles—where every bite nourishes your body, increases your energy, and uplifts your spirit.
What’s a lesson you had to unlearn and what’s the backstory?
When asked about a lesson she had to unlearn on her entrepreneurial journey, Joyce, the founder of Joyffles, shared a candid reflection on the importance of patience and the complexities of running a startup.
“Progress takes time and a lot of patience,” Joyce began, reflecting on her path from kitchen experiments to pursuing full-scale production. “There are going to be many mistakes made along the way, and it’s crucial to be open and learn from each of them.”
Joyce’s venture into the food industry with her oat-powered waffles is more than just a business; it’s a passion project born out of her love for cooking and her commitment to providing nutritious, convenient options for active people of all ages.
However, scaling a food product came with its own set of challenges. “Especially with a perishable product, it’s a chicken or egg experience,” she explained. While she adored being in the kitchen, developing new flavors and iterating on the Joyffles recipe, managing every aspect of the business single-handedly from ordering/lifting 50 pound bags of ingredients to shipping the final product, and the zillions of other things in between could be overwhelming at times. “I used to joke that I was going to fire the entire shipping department if they continued to tape the boxes lopsided.”
The real test came when Joyce decided to transition from a one-woman show to partnering with a co-packer—a move that would enable her to focus more on business development rather than day-to-day production. “I thought this next phase would be simpler, but it was far from it,” she shared. Finding a co-packer equipped to handle a niche product like gluten-free waffles, willing to accommodate smaller, inconsistent orders from a growing business, proved to be a daunting task.
The partnership Joyce initially formed seemed promising. “He believed in Joyffles and thought they stood out from the competition. He even offered me a deal that seemed too good to be true,” Joyce recounted. Unfortunately, it was. The co-packer was going through some financial issues, causing the deal to fall through, setting her back significantly.
This experience was a harsh lesson in business but also a vital one. “It taught me to take stock when things seem too good to be true,” she said. Despite the setback, Joyce’s resolve didn’t waver. She picked up the pieces, continued her search for the right co-packer, and even embarked on rebranding and repackaging Joyffles, which included designing a new logo and packaging that beautifully captured the essence of her product.
Finally, after another year of searching and many more lessons learned, Joyce found the right partner. “This time, I had to reformulate my recipe to fit the requirements of her facility, which wasn’t difficult, but the new packaging was already printed and was in transit. So, I had to quickly get a new nutritional analysis done and create new labels for my beautiful new bags,” she detailed, a hint of weariness in her voice softened by the triumph of overcoming these obstacles.
Reflecting on her journey, Joyce expressed a heartfelt appreciation for the growth and insights gained through each challenge. “I’m happy with where we are at this stage. Now, I can spend my time moving the business forward and getting Joyffles out into the world, so these joyous waffles can energize and delight more people,” she concluded.
Can you share a story from your journey that illustrates your resilience?
<b>What is the Story Behind the Name “Joyffles”?</b>
Every great brand has a story, and the name “Joyffles” is no exception. It all began with a simple yet profound idea: to bring joy into the lives of those who enjoy food, particularly when it comes to indulging in delicious and nutritious options. The journey to finding the perfect name for these delightful oat-powered waffles was as rich and flavorful as the product itself.
Initially, as I brainstormed names for my new venture, I wanted something that reflected not only the essence of the product but also the feelings it evokes. I played with various combinations, seeking a name that would resonate with health-conscious consumers while emphasizing the joyous experience of eating. However, I was hesitant to use a name that incorporated part of my own name (Joyce)—after all, this brand was meant to represent a broader mission and community.
Months passed, and I still hadn’t found the perfect name. One day, while chatting with a close friend over my soon-to-be named waffles and a cup of coffee, I described how I envisioned these waffles being more than just a versatile food; they were meant to spark joy while promoting tasty, satisfying, and healthy choices for families, friends, and individuals alike.
In that casual conversation, my friend exclaimed, “What about Joyffles? It captures the joyousness and the waffles all in one!” Hearing the word Joyffles out loud immediately made all the difference.
“Joyffles” is more than just a clever blend of “joy” and “waffles.” It perfectly encapsulated the spirit of the brand I was aiming to create.
And so, the name became not just a label but a reminder that food has the power to bring joy into our lives, one delicious bite at a time.
Contact Info:
- Website: https://www.joyffles.com
- Instagram: https://www.instagram.com/joyffles_waffles
- Facebook: https://facebook.com/joyffles
- Linkedin: www.linkedin.com/in/joyce-friedmann-5934a13
- Twitter: @Joyffles