Bendylegs Granola, a great local brand?

How well do you know your local business community?

It’s fair to say that most of us are aware of the shops on our local high streets – the baker, butcher, or fishmonger – but how well do you know the myriad of other businesses that exist, some thriving, many struggling, in your community?

I thought that I knew my local village, Mumbles, pretty well. However, today I discovered that a brand I once thought of as national, coming from somewhere in west London, actually calls Mumbles home. That brand is Bendylegs Granola.

Bendylegs Granola - a great brand born in Wales

Bendylegs Granola

Bendylegs Granola is the brainchild of mother-of-two Jo Watkins. Jo explains on the business’ website how her family loves the outdoors, how they like to shop local, and how they like to know what they’re eating. It should come as no surprise, then, to learn that dissatisfied with the taste of supermarket granola she decided to produce her own.

Needless to say Jo’s granola was so tasty it caused quite a stir (no pun intended!) making the decision to step up and produce it commercially an obvious one. Now you can buy Jo’s Bendylegs Granola at a range of shops and cafes around Swansea.

A great brand?

The design is certainly pitching at a young, health conscious audience. The font used is often seen on Tumblr blogs with images of open seas and skies, striking a chord with VW Campervan and surfing enthusiasts.

A quick read of the Bendylegs website and you warm to Jo’s experience and passion for good wholesome food using locally sourced ingredients. The tone of voice is spot on.

However, I think that in its present form, closely associated with granola, the brand is fairly limited in its scope. It’s fair to say that Bendylegs has legs. By dropping the granola and diversifying one can imagine see a range of Bendylegs clothing, made in Wales using organic cotton, possibly to rival Howies, but I may be getting a little excited.

Meanwhile, Jo’s got a great brand with a strong wholesome ethos. It appears good and hearty, qualities that ring well with more affluent consumers.

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