ABOUT KREENUTS

WE MADE A SNACK WE COULDN'T STOP EATING. SO WE STARTED A COMPANY.

KREENUTS started with a love of chocolate chip cookies, a lot of chocolate, and the belief that we could make something better than what we were seeing on the snack shelf.

We’re Tom and Kelly Mitchell, husband and wife, parents of three, and the people behind KREENUTS.

What started as an idea very quickly became part of our family life. Our kids have grown up around batches, packaging, taste tests, boxes turning up at the house and conversations about chocolate that probably go on for far too long. They are also brutally honest, which makes them surprisingly useful when we’re working on something new.

There are five of us in this family, and KREENUTS has never really sat separately from everything else. It has grown up alongside our kids, around school runs, late nights, factory days and a lot of figuring things out as we go.

HOW KREENUTS STARTED

We both knew chocolate, but we wanted to make a snack with more going on than just chocolate around a peanut.

The idea became a whole roasted peanut, wrapped in a crunchy cookie shell, then covered in chocolate.

The cookie layer was the bit that changed everything. It gave the bite a proper crack before you reached the peanut and turned something familiar into something completely different.

That became KREENUTS.

Once we had the product right, we knew we wanted to build something around it. Not just sell a snack, but make a brand we were proud to put our names behind.

TOM, KELLY AND THE THREE KIDS

Tom is the eternal optimist. He is very good at looking at something complicated and deciding it will probably be fine.

Kelly is less convinced it will probably be fine and would prefer to check it properly first. This dynamic has been useful.

Tom spends most of his time talking to customers, chasing opportunities and keeping the business moving. Kelly works across product, brand, packaging, the website and the hundreds of tiny details that somehow become very important when you care about what people see, open and eat.

And then there are the kids. They’ve watched KREENUTS go from an idea to a real product, then into shops, boxes, pallets and a factory. They taste things, give opinions, ask surprisingly useful questions and appear at inconvenient moments.

Mostly, they’re growing up watching their parents build something from scratch.

That matters to us. KREENUTS is a business, but it’s also something our whole family has been part of from the beginning.

WE MAKE THEM OURSELVES

KREENUTS are made by us on the NSW Central Coast.

The process starts with roasted peanuts, then comes the cookie, chocolate, polishing and packing.

Some days it feels like chocolate making. Other days it feels like standing in front of a machine wondering why it has suddenly decided not to cooperate.

That is part of making your own product.

We’re close to the whole thing, from recipes and new flavours through to packaging, production and the taste of the final batch. We see what works, what doesn’t and what needs another go.

WE MAKE SNACKS

We’re not trying to turn chocolate into health food.

KREENUTS are a chocolate snack.

We care about good chocolate, good ingredients and getting the balance right between chocolate, cookie and peanut. We use couverture chocolate because we like the way good chocolate tastes and melts. Our Dark Chocolate is a rich 54% cocoa, our Milk Chocolate is creamy and familiar, and then we keep playing from there.

But we’re not here to give anyone a wellness lecture. We make snacks, and we want them to be really good.

KREENUTS started with Milk Chocolate, Salted Caramel and Dark Chocolate. Those three built the business, and now the range is growing.

That means more experimenting, more taste testing and considerably more opinions from the five people in this family.

Underneath every flavour, though, is still the thing we started with: a whole peanut, crunchy cookie and chocolate.

That part isn’t changing.

We’re still a small family business. We still make KREENUTS ourselves. We still argue about tiny details. And we still get a kick out of seeing someone try one for the first time and realise it isn’t quite what they expected.

That’s KREENUTS.

Made to Crunch.