Journey of Shrey Arora: Founder & CEO of Trick or TREAT Foods- Entrepreneur
Journey of Shrey Arora:
Shrey Arora's journey into the world of healthy snacks began
with a deep-seated love for food. Reflecting on his childhood, he reminisced
about enjoying traditional treats like aam papad and tamarind candies. However,
as he grew older, he found it challenging to locate brands that offered healthy
versions of these nostalgic snacks. This realization sparked a quest for
healthier options, one that would eventually lead to the founding of Trick or
TREAT Foods.
A Fortuitous Visit
While visiting his wife Urvashi Srivastava’s ancestral home
in Lucknow, Shrey experienced a culinary epiphany. He savored traditional
snacks made by Urvashi's grandmother, or nani. These homemade delights—ranging
from tangy aam papad to chana sattu munchies—ignited a vision in Shrey. He
recognized the potential to bring these cherished family recipes to a broader
audience, combining his business acumen with a passion for health.
Bridging Tradition and Innovation
In early 2022, Shrey and Urvashi co-founded Trick or TREAT
Foods, aiming to create a brand that focuses on healthy snacking. Their motto,
"No Tricks, Only Tasty Treats," encapsulates their commitment to
providing genuine, nutritious snacks without the harmful additives that often
plague the market. They sought to create a product line that would allow
consumers to enjoy tasty snacks without compromising their health.
The Philosophy Behind the Brand
Trick or TREAT Foods stands out in a crowded market where
many snacks are laden with sugars, artificial colors, and preservatives. Shrey
and Urvashi wanted to change that narrative. Their snacks are crafted with 100%
natural ingredients, emphasizing quality and authenticity. They believe that
snacking can be both enjoyable and healthy, creating a brand that parents can
trust for their children.
A Focus on Real Ingredients
The brand’s flagship products are their Fruit Roll-Ups, made
from real fruit pulp and sweetened with jaggery instead of refined sugars.
These individually wrapped snacks are designed to appeal to both kids and
adults, offering a delicious alternative to conventional sugary treats. By
using natural ingredients and avoiding chemicals, Trick or TREAT Foods
positions itself as a wholesome choice for health-conscious consumers.
Upholding Family Recipes
Central to the brand's ethos is the preservation of
Urvashi's grandmother's recipes. Nani's contributions have been invaluable, and
her happiness at seeing her recipes brought to life inspired the founders.
While they maintained the essence of these traditional snacks, Shrey and Urvashi
collaborated with food consultants to ensure that the products could withstand
longer shelf lives without compromising quality.
Journey of Shrey Arora: Founder & CEO of Trick or TREAT Foods- Entrepreneur/natural ingredients/age/net worth/startup/Shrey Arora story/investor/
Sourcing Quality Ingredients
Trick or TREAT Foods prides itself on sourcing high-quality
ingredients. The fruits used in their snacks are carefully selected from
farmers in South India, ensuring that only export-quality fruits make it into
their products. This focus on quality extends to their production process,
where frozen fruit pulp is used to maintain freshness and flavor in their
candies.
Building a Team
As the venture grew, Shrey and Urvashi assembled a dedicated
team of about 16 full-time employees. These individuals engage in various
processes, from research and development to processing and dispatching the
products. Each team member plays a crucial role in upholding the brand's commitment
to quality and efficiency.
Expanding Market Reach
Trick or TREAT Foods has made its products accessible
through multiple channels. Consumers can purchase snacks directly from the
company's website or via popular platforms like Amazon and Indiamart. The brand
has also expanded its physical presence, making its way into select retail
stores in major metropolitan areas such as Bengaluru, Mumbai, and Delhi.
Capturing Consumer Interest
Since its launch, Trick or TREAT Foods has seen impressive
sales figures, with over 1 million Fruit Roll-Ups sold within the first four
months. The snacks quickly became best-sellers on Amazon, reflecting a growing
consumer interest in healthy alternatives. Flavors like mango and strawberry
emerged as customer favorites, further solidifying the brand’s appeal.
Navigating Challenges
Like any startup, Shrey and Urvashi faced their share of
challenges in establishing Trick or TREAT Foods. From securing initial funding
to developing a market strategy, the journey demanded resilience and
creativity. Their determination to provide healthy snacks kept them focused,
allowing them to navigate obstacles effectively.
The Role of Value Investing
Shrey’s previous experiences also influenced his approach to
entrepreneurship. During his tenure at Maruti Suzuki, he developed a keen
interest in value investing, which provided him insights into analyzing
businesses. This background proved beneficial as he crafted strategies for
Trick or TREAT Foods, ensuring sustainable growth and operational success.
A Creative Partnership
Urvashi’s background in creativity complements Shrey’s business
acumen. After studying Petroleum Engineering and working in the oil and gas
industry, Urvashi ventured into the creative world by launching her own
designer label. Her passion for cooking and experimenting with food seamlessly
translated into her role at Trick or TREAT Foods, where she leads the design
and creative aspects.
A Vision for the Future
As Trick or TREAT Foods continues to grow, Shrey and Urvashi
remain committed to their mission of providing genuine healthy snacks. They aim
to expand their product line and reach more consumers, ensuring that tasty,
natural options are available for everyone. With their innovative approach and
dedication to quality, they hope to inspire a healthier snacking culture.
A timeline for Shrey Arora's journey with Trick or TREAT
Foods:
2021: Shrey reflects on childhood snacks and recognizes a
market gap for healthy versions.
Early 2022: Visits Urvashi’s grandmother in Lucknow,
sparking the idea for a healthy snack brand.
March 2022: Co-founds Trick or TREAT Foods with Urvashi,
emphasizing .
2022: Launches flagship product—Fruit Roll-Ups made with
real fruit pulp and jaggery.
Mid-2022: Assembles a team of 16 dedicated employees for
R&D and production.
2022: Products become available on the company website,
Amazon, and in select retail stores.
2022: Sells over 1 million Fruit Roll-Ups within the first
four months.
2024: Expands product line and aims to inspire a healthier
snacking culture.
