Leading natural dip brand Holy Moly has landed down under in Australian supermarket Woolworths.
Holy Moly is already available in the UK, Ireland and France, with Australia becoming the brand’s first market outside Europe.
The move marks a significant milestone for the growing brand, entering a market which it says has a deep-rooted love of avocados, and a culture synonymous with smashed avo and brunch culture.
Launching in over 1000 Woolworths stores nationally with two products initially – the Smashed Avocado Minis and Smashed Guacamole Minis (3 x 57g) pack formats, with other formats to follow.
The decision to launch in Australia follows a close look at the cultural and consumer similarities between the UK and Australian markets, as well as Australia’s particularly strong appetite for avocado.
“Australia felt like the natural next step for Holy Moly. There are so many similarities between our markets, particularly when it comes to our love of avocados, but Australia has taken smashed avo to another level,” said Tom Walker, founder of Holy Moly.
“To launch our first market outside Europe in the home of smashed avocado is an exciting move for us and the next step on our journey.”
With smashed avocado firmly embedded in Australian food culture, Holy Moly felt there could be no more fitting destination for its first step beyond Europe.
“Australia knows good avocado, so we weren’t interested in bringing over just another guacamole,” said Samantha Jarvis and Ben Horwood of Circle Exchange, who partnered with Holy Moly.
“Holy Moly had to be genuinely better than what was already on the shelf, and everyone who tries it think it is. Once Australians try Holy Moly, we’re pretty confident in letting the product do the talking.”
The Woolworths launch represents the latest stage of Holy Moly’s international growth plans.
