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    Date submitted
  • 27-Jul-2018

The Halcyon Dessert Co.


The Halcyon Dessert Co. aims to create delicious, sustainably made plant-based desserts, while employing ex-prisoners to give them financial stability and reduce the cycle of crime. With the rise of the plant-based market, we aim to create a better alternative that appeals to mainstream consumers and those with dietary restrictions, so that they can still enjoy desserts. Our products will be clear and transparent about our ingredients. We will help people do good for our ex-prisoners and make sustainable choices while eating their favourite desserts.

Additional Questions

Who is your customer?

Vegans and lactose-intolerant people, primarily those who are Gen Z or millennials. Our target market initially is vegan foodies who seek to have an authentic dessert experience. This market is increasing locally and globally according to NZ's Restaurant Association and Mintel's Global Food and Drink Report. Veganism is a key trend in food brands, from Ben and Jerry's to Sunfed Meats.

What problem does this idea/product solve or what market need does it serve?

The problem we are addressing is the lack of diversity, authentic taste, creativity, and convenience in the New Zealand vegan dessert market. Vegans and dairy-free people are frustrated at the lack of options for desserts, and this market is growing. Our market validation emphasized this. We see this gap in the market as an opportunity.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

This offering is unique as there is a gap in the market, as our desserts cater to the convenience and flavour requirements of people who eat plant-based. We are creating the recipes ourselves as we are a team of vegans as well as a vegetarian, who can compare the flavours to ensure that we are meeting requirements for an authentic taste. These features will create success because these unique advantages will create standout product in the market.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

The team will make the most of our networks, knowledge and keep refining our prototype through constant market validation to make our desserts successful. We will keep building momentum with influencers in the vegan community and establish close relationships with suppliers and mentors. These aspects give us a unique advantage over others in the market.