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Snack Innovation Paddies Cheesetastic

27 May 2021

ISM Top Innovation 2nd Place: Paddies Cheesetastic

CEO und Gründer der Selectum GmbH Camilo Wolff

CEO und Gründer der Selectum GmbH Camilo Wolff

As the second winner, ISM would like to present Selectum GmbH from Austria with their winning product Paddies Cheesetastic today. The fair organisers spoke to Camilo Wolff, CEO and founder of the innovative snack company, about the positive impact of the award and why their Paddies are so successful.

You are one of the top innovations of ISM 2021 and have landed in second place? What significance does this award have for your company?

To be honest, this award had an incredible leverage effect for us. We suddenly had a very big presence in the industry and received and still receive a lot of enquiries for paddies, especially from other European countries but even from all over the world. Many of these enquiries turned into orders within a very short time, so that today, only 2 months later, the first paddies have already arrived in Poland, Finland and Hungary. Our expansion into Germany is also going well and was given a big boost by the ISM award. We are very happy about that.

What role do product innovations play in your company and what are your expectations of a new product?

Paddies Cheesetastic of Selectum GmbH

Paddies Cheesetastic of Selectum GmbH

Since we are a start-up and not an established brand, everything is virtually a product innovation for us. The desire for innovation on the snack shelf was, so to speak, the impetus for us to develop paddies in the first place and thus to meet the constantly changing demands of consumers for snacks. For example, we are talking about more protein, more fibre and less fat. Of course, the good taste must not be neglected - here, too, we are constantly developing and launching new varieties on the market. But we don't just demand innovation from our products, but also from our production. Using state-of-the-art technology, we produce our delicious paddies in an induction oven with 100% zero CO2 emissions.

What do you think makes your winning product Paddies so special?

A product like Paddies has never been on the snack shelf before. Paddies are the first salty snack biscuits with the dip already inside. They combine the fine crunchiness of a wafer with a spicy taste - new texture, brilliant mouthfeel and great taste guaranteed.

How important is ISM for you as a business platform for confectionery and snacks in general, but also in terms of presenting new products?

Extremely important. ISM, with all its channels and presentation opportunities, has given us an incredible reach in the industry and we are grateful that we, as a start-up, had the opportunity to present our new product Paddies within the framework of all participating snack brands.