News Article

Toast’d For Success!

Jonnie Barr’s new business, Toast’d, takes toasted marshmallow kits to a new level.  Here’s his story.


Having left university with a Marketing Degree, and with a passion for all things culinary, Jonnie knew straightaway that he wanted to work in the food and drink industry.  

Starting off in marketing and branding at Northern Foods, he proceeded to carve out a 25-year career working for some of the most prestigious food manufacturers in the UK.  Having worked his way up to senior level, he oversaw the branding, packaging and new product launches of many food brands and products we still see in our supermarkets today.

However, as Covid-19 became a worldwide pandemic, and like a lot of industries, the food sector was hit very hard and Jonnie found himself having to look for other opportunities – and so out of adversity, Toast’d was born!

Being a proud family man and passionate about food, Jonnie was intrigued by the popularity of toasting marshmallows and S’mores in the USA.  This prompted him to look into the UK market and, although there were loosely comparable products out there, he couldn’t find any that had that family- fun element which he envisioned for Toast’d.

Toast’d Marshmallow Dipping Kits provide everything you need to enjoy a family get-together whilst enjoying toasted marshmallows at the same time!  The kits come with a small heating device (which is safe to use with adult supervision), chocolate for melting, sprinkles, small wooden skewers and a bag of top-quality marshmallows! And what’s more, they come in 3 sizes to accommodate any sized family or social occasion, be they large or small.

Jonnie wanted to emphasise that Toast’d products are all about family and friends. 

They’re a great way to bring people together to chat, have fun, laugh, play games and without a smart phone in sight!

Jonnie will be looking to develop a range of products for both at home and out of home marshmallow toasting as well as developing seasonal and themed kits to meet the gifting and growing outdoor leisure sectors.  A range of S’Mores and ‘Free-From’ kits will also be launched in the Autumn.

And what advice would Jonnie give to people wanting to start their own business? 

“I think there are two essential ingredients for success.  First of all, have an idea you truly believe in and, secondly, have the confidence in your own ability to make it happen.  Oh, and don’t be afraid to ask for help!”

Speaking of which, how did Enterprise Hub at Wirral Chamber help Jonnie develop his business idea?  

“Well, I found Enterprise Hub to be a very good sounding board that really helped me crystallize my ideas and turn them into reality.  It also gave me the structure and flexibility I needed.”

So if you would like to purchase a Toast’d Marshmallow Dipping Kit or find out a bit more, simply visit the website at www.toast-d.co.uk or e-mail Jonnie at hello@toast-d.co.uk 

If you have been thinking about setting up your own business and would like to see how Enterprise Hub can help, then get in touch with us on Email enterprisehub@thewo.org.uk


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