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A delight for the senses

Spotting a gap in the UK market for authentic Turkish Delight, Zeynep Turudi, founder of Truede, has made it her mission to re-establish this sweet treat as a confectionery force to be reckoned with.

What is the background to the brand?

Due to their Turkish roots, my parents always brought back real Turkish Delight to the UK to give to all our friends and neighbours. I decided to research whether there was a gap in the UK market for a quality Turkish Delight brand, which there was. Since 2003, we have been based in the UK, producing natural Turkish Delight and luxury confectionery products such as our Truede wafers and chocolate spoons, made in Istanbul, Turkey.

What type of outlets do you sell through and do you plan to expand this? 

Our aim is to provide high quality confectionery for health conscious consumers worldwide. Despite being a small business, we supply to a wide range of clients from the US, Canada, Poland, Germany, Belgium, Republic of Ireland, Australia, Iceland and the United Arab Emirates. We also have partnerships with a variety of retailers – from delicatessens, department stores and hamper companies, to natural food retailers.

What are your best sellers and have these changed over the years?

By far, it’s our Truede Turkish Delight. Produced in Istanbul using authentic recipes which date back over 500 years, it is made using only natural ingredients. From firm favourites such as rose and lemon to mixed nut, pomegranate or even lavender, we have a wide range of flavours to suit all taste buds. We have furthered our commitment to providing snacks for every consumer by offering a sugar free option that has the same delightful taste – and we continue to expand our delicious chocolate covered range.

Who is your target consumer?

People for whom dietary restrictions and considerations shouldn’t mean depriving themselves of luxury, premium snacks. That’s why our range of Turkish Delight is GM free, gluten-free and suitable for vegans and vegetarians – and we have a sugar free option too.

How do you promote and market your products?

Any way we can. From social media channels such as Facebook, Twitter and Instagram, to video and email marketing. We believe that Truede products are special, so it’s just a case of telling the world about them.

How has the industry changed since you’ve been working in it?

More consumers have had a chance to try a real Turkish delight in Turkey while on holiday and are aware of Turkish delight not only being chocolate coated, but that it can also be enjoyed dusted with sugar powder.

Are there any challenges and opportunities you’re facing?

There are more opportunities than challenges as consumers show more of an interest in good quality natural and authentic Turkish delight.

What are your plans for the future?

We are expanding towards the export market. There is a lot of interest out there and we take every opportunity as we go along.

What is a typical day for you?

A typical day can mean everything from stock control to travelling the world to international trade shows. My real passion is coming up with ideas or innovating our existing products. Once established rarely do I see a project through from beginning to end. Instead, I trust the team to handle their tasks and I oversee everything, which means a lot of the time my role is as problem solver. Working in one office really helps this process.

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