Joined in 2023 
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I was surrounded by girls that loved their bodies, no matter what their size was, and it gave me the first inkling that what I was doing wasn’t normal. Evie’s business is undergoing a rebrand with plans to expand the retailer list and a new savoury range (Collect/PA Real Life) the year we launched into Ocado, arguably our biggest achievement to date! One thing's for sure we won't be forgetting September 2021 anytime soon. You guys seemed just as excited as we were and it’s all thanks to you for supporting us along the way. At the moment, it's just our Taster Box and Vanilla Choc Chip case but don’t you worry we promise to try and bring even more #dangerouslytasty deliciousness to Ocado in 2022! A pivotal moment was learning about nutrition while travelling in Australia. Evie started selling her products on market stalls (Collect/PA Real Life) Evie, who lives London, said: “It’s a big F U to the toxic diet culture and negative body image that is pushed on us through social media.
The D*MN GOOD mission is fuelled by the personal journey of founder Evie Waxman, who triumphed over a troubled relationship with food in her youth. Recognising that 70% of people struggle with body image and low self worth at some point in their lives?, D*MN GOOD is on a mission to combat these demons and help repair young people’s relationship with food & their mental health. I really want to raise awareness on mental health surrounding food and hope to encourage consumers to lead healthier lives.” Evie’s commitment to challenging toxic thoughts led to the creation of D*MN GOOD, and the brand’s approach is characterised by vulnerability, openness, and a mission-aligned approach.
Is a trade mark for you?
As a Business Engagement Manager at the IPO I spend much of my time talking to businesses about their IP. One of the many common questions we get asked is whether you can protect a business of this nature? She said: “I tried out different flavour profiles and, once I got traction, I got a unit space in Manchester.” At the time I was only eating a couple of carrots and a handful of nuts a day, but I started learning about nutrition, veganism and raw cooking. Many people think that you can protect an idea, such as Evie’s food business. However, an idea alone does not count as intellectual property (IP). It is what is created from the idea - an invention, a story, an artistic work and so on - that can be protected.
Starting out on market stalls, Evie continued to develop her recipes while gaining a core customer base and, in 2021, her brand started appearing in retailers including Co-op and Ocado. Make sure to let us know what you think of these! Will you be converted to Lebkuchen or will gingerbread still have your heart? To make the cashew frosting add the soaked cashews to a high speed blender and blend until smooth. For a chocolate option, melt the chocolate and leave to one side. Evie’s business is undergoing a rebrand with plans to expand the retailer list and a new savoury range.To decorate, use a mixture of the cashew frosting and melted chocolate to either cover or decorate festively.
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