In the hot seat

Noel Allen, founder & owner of Noisy Nuts

Noel Allen, founder & owner of Noisy Nuts

TELL US ABOUT YOURSELF

After deciding it was time to move on from my long-serving role at a very successful energy drink brand, I was doing research for two interviews – one with a craft beer distribution company and the other with a peanut brand manufacturer. Sitting in my house one Friday night tasting the craft beer while sampling the peanuts, I discovered the peanuts were giving the beer a funny taste. I started searching for peanuts that paired with craft beer and couldn’t find anything. I couldn’t get the idea of paring peanuts with craft beer out of my head and began to research and read more about it. I decided to try and create the product myself and Noisy Nuts was born. I’m now on a mission to Make Some Noise!

WHAT DOES A TYPICAL DAY INVOLVE?

A day in my life can involve anything. As a start-up business, I wear many hats and can be dealing with one thing to the next such as product production, forecasting, sales, marketing, brand development and of course making some noise. Part of the fun is that every day is different.

WHAT HAS BEEN THE HIGHLIGHT OF YOUR CAREER TO DATE?

I have been lucky to be part of some fantastic successes in my career to date, but the highlight would have to be agreeing to supply Lidl with my own branded product. I have always held other brands that I worked for close to my heart and really felt part of the team. Launching my own business was always a dream and now I’m making some noise, it just feels fantastic.

WHAT DO YOU ENJOY MOST ABOUT YOUR JOB?

Seeing customers pairing Noisy Nuts with their craft beer and shaking the self-seasoning snack up for fun. It’s a great feeling, as I have always loved beer and nuts.

WHAT IS YOUR MOST DIFFICULT TASK?

Keeping my beautiful wife happy. I’m always working or talking about work and Mrs Noisy has to deal with it all. She keeps me grounded and puts me in my place when I get too far ahead of myself.

WHAT IS THE BEST ADVICE YOU HAVE EVER RECEIVED?

Work hard, hustle and ride the wave.

WHAT IS YOUR BIGGEST GRIPE?

Communication… I hate when people say they will contact you and they don’t. How these people ever get sales, I will never know.

WHAT TALENT WOULD YOU LIKE TO HAVE?

I have always wanted to go on X-Factor. I even give myself a stage name – Jason Light. I love a bit of karaoke but I’m not the best singer; I think it would be a great talent to have.

WHAT ARE YOUR FUTURE PLANS/AMBITIONS?

To build my brand and business offering retailers, bar owners and consumers the opportunity to become part of Team Noisy. Team Noisy will create innovation products that offer a fun experience while elevating the drinking experience.

WHOM DO YOU MOST ADMIRE?

James Watt and Martin Dickie, co-founders of BrewDog. I have read James Watt’s book and follow him through social media and it was one of the drivers that pushed me to launch my own business. BrewDog is a monster of a brand that started in a shed. The brand is about people and great beer and I love how they have created a business with their customers as part of the team.

WHERE IS YOUR FAVOURITE PLACE?

I love the US, and looking at all the strange and wonderful products they have.

WHAT IS YOUR FAVOURITE FOOD PRODUCT?

I’m a huge snacker and love to see new snacking products coming out. I love a Fulfil bar with a coffee and think it’s a great product and brand.

HOW DO YOU RELAX?

I like to keep fit and do a lot of HITT training and boxing to clear my mind.

 

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