Smilco’s makes you smile
Smilco’s -tuotteiden isä uskoo hyvän tekemiseen.
Paahdetuilla jättimaissin jyvillä Suomen snacksmarkkinoille ampaissut Smilco’s on perustajansa Ile Mäentakasen pitkään tavoittelema unelma. Vuonna 2021 hän toi markkinoille maassamme täysin uudenlaisen tuotteen. Suolatut ja paahdetut jättimaissin jyvät rouskuivat tuota pikaa suomalaisten sydämiin.
”Perustin tämän yrityksen koska halusin luoda hahmon joka on parempi kun minä. Halusin ’tyypin’ kautta kehittyä ja oppia lisää. Sen vuoksi Mr. Smilcosta tuli esimerkiksi vegaani vaikka itse vielä fleksaan”, kertoo Mäentakanen.
Smilco’s -naksujen piti valloittaa Suomi ravintoloiden ja baarien kautta, mutta koronapandemia sulki kaikki ja suunnitelmaa piti muuttaa.
”Olin huomannut jo 2019 maissin mentävän raon Suomen erittäin kilpaillussa snacks-markkinassa. Halusin luoda tuotemerkin, joka näyttää siltä, että se olisi ollut myynnissä jo kauan. Moni on luullutkin meitä maahantuojaksi. Keskon myymälät ottivat naksut valikoimiinsa ja loppu on historiaa”, kertoo Mäentakanen.
Intuitiivisesti toimiva Mäentakanen käyttää paljon aikaa visiointiin ja uuden kehittelyyn.
”Yritysten on keksittävä pyörä aina uudestaan ja uudestaan, jos tahtovat pysyä hengissä ja relevantteina. Huomasin aika nopeasti, että näin pienessä maassa ei pelkillä maissinjyvillä perhettä elätetä, ja samalla syntyi ajatus tehdä uudenlaisia sooseja kohisten kasvavaan texmex-kategoriaan. Samat legacy-brändit on saaneet myydä sieluttomia lasipurkkituotteitaan hirveällä katteella jo monta kymmentä vuotta. Ajattelin, et Smilco’s vois auttaa ihmisiä saamaan parempia elämyksiä tacoiltoihinsa. Smilco’s Nordic Salsa -konsepti alkoi hahmottua”, sanoo Mäentakanen.
Erottautumisen voima
“Laitettiin ensin perusreseptiikka minttiin, tästä kiitos salsamestarillemme. Tania Rodriguez-Kaarto loi pari tosi hyvää soosipohjaa, joita sitten testautettiin lähipiirissä ja mietittiin, että miten makuprofiilin saisi vielä selkeämmäksi. Kokeilimme lisätä klassiseen vihreään salsaan raparperia, ja sehän toimi! Kotimaisen viehkeänhapokkaan raaka-aineen tuntevat kaikki. Sitä on saatavilla ympäri vuoden ja hintakin on miellyttävä. Toiseen salsoista päätyi Pohjolan makeaa porkkanaa. Testasimme muitakin reseptejä, mutta nämä kaksi valittiin, koska pienen yhtiön resurssit ovat rajalliset. Teimme uuden maistatuskierroksen ja keräsimme palautetta. Kaikki tykkäsivät, joten laitettiin kaasu pohjaan”, sanoo Mäentakanen ylpeänä.
Hävikkiä vastaan pakkausteknologian keinoin
”Kaupoissa pitää erottautua pakkauksilla ja Mr. Smilco löysi ekologisen kulman myös tähän. Mun mielestä lasipurkit ovat jo aikansa elänyt pakkausmuoto. Päätettiin laittaa meidän Nordic Salsat muksujen soseista tuttuun pystypussiin. Hävikki vähenee, koska pakkaukset saa puristettua täysin tyhjiksi ja ne on helppo kierrättää muovijätteeseen. Lasipurkit painaa ihan älyttömästi ja annoskoot ovat usein turhan isoja. Meidän pystypussit on myös kätevä ottaa mukaan vaikka piknikille, eikä tarvita lusikoita annosteluun”, muistuttaa Mäentakanen.
Nordic Salsa -kastikkeiden ohessa syntyi myös vegaaninen chilillä ja valkosipulilla maustettu majoneesi, joka esiteltiin vuodenvaihteen Vegemessuilla.
”Smilco’sin periaatteisiin kuuluu, että vegaanisen tuotteen jolla on jotain eläinperäistä sisältänyt esikuva, täytyy olla vähintään yhtä hyvä. Samalla periaatteella tehtiin muutama vuosi sitten jo kulttimainetta nauttiva suklaaherkku Smilco’s Chocolate Corn Balls. Se oli tolkuttoman hyvä tuote, mutta emme valitettavasti saaneet hintaa sopimaan meidän brändille. Kyllä me vielä joku suklaaherkku markkinoille tuodaan, takataskussa on pari timanttista ideaa siihenkin”, Mäentakanen virnistää.
Dreamy Mayo Chili Garlic ja uudet Smilco’s -kastikkeet löytyvät hyvin varusteltujen kauppojen texmex-hyllyiltä 29.2.2024 alkaen.
Teksti: Mikko Hentunen
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