F E AT U R E
recognition and how did that make the
team feel?
DL: We couldn’t have anticipated such
an awesome response. We went along
just hoping that people would see us
and give our brand a try. To win best
stand was above and beyond what we
had hoped for but it gave the team extra
drive to make sure we continued to get
this recognition wherever our brand was
being introduced.
VM: You seem to be very different
to other juice companies. A lot of
companies go for dark products but
yours are bold, bright and colourful. I
am assuming that was a
deliberate policy?
DL: Yes. Our flavours aren’t dull and
neither are our team. We wanted a
colourful, almost retro vibe for our
branding. We aren’t like the other
companies and our liquids are bursting
with exciting flavour so we felt that
you should be able to tell that just by
looking at the packaging. We think our
marketing team reflected this really well.
VM: What is your company ethos
and what sets you apart from the
competition?
DL: We want our customers to be as
happy buying our products as we are
making them and getting them out there.
At Dinner Lady we put so much passion
and enthusiasm into making sure once
a customer has tried our liquids that
they can’t wait to buy the next bottle.
We encourage them to be a part of the
team. So basically our ethos is that the
customer comes first and we will never
stop striving to keep them happy.
VM: Your juice range is very
distinctive. Can you tell us how you
came up with the range and what sort
of feedback are you getting?
DL: Everyone remembers waiting for
the bell to go at lunchtime and the ladies
who worked in the canteen. We wanted
to stir up nostalgia, those feelings of
being looked after and the wonderful
sweet desserts that would make our
mouths water at the sheer sight of them.
We wanted to create amazing flavours
and look after our customers and so we
became the dinner lady.
VM: What have you been doing since
your launch and has everything gone
to plan so far?
DL: We have been really busy promoting
our liquids in the USA and Europe.
We added to our growing collection of
awards in Paris by winning the best
exhibitor award where we launched
our scrumptious new flavour. We have
continued to get an overwhelming
response everywhere we go and our
online activity is going through the roof.
It is a very exciting time for us. Our next
event in USA will be the ECC
in California.
VM: I believe you recently stirred up
some controversy when you ‘invaded’
America.What is the story
behind that?
DL: Yes, we decided that the Americans
had cornered the market for long
enough in the UK and that is was our
turn to show them that we Brits aren’t
afraid of a battle. We took our dessert
range and a team of apron wearing
‘soldiers’ and totally blew them away at
the Connecticut expo. Never mind New
England, old England was showing them
what was what.
VM: I understand that the US
‘invasion’ actually ended quite well
and you picked up another couple of
awards. Tell us what happened.
DL: We won best juice in show and best
baked goods for our Lemon Tart. We
couldn’t believe it. We are of course
confident that our brand is great and of
excellent quality but to have it recognised
by others never gets old. We were over
the moon.
VM: Finally, do you have anything
special to reveal at this Vape Expo
such as the launch of a new juice?
Everyone has been trying to guess
what your new flavour will be and
hopefully now the wait will be over.
DL: Ah yes, the new juice. As I
mentioned, we have done lots of
research and listened to the customers
and the new juice is going to be one that
will be as popular if not more so than our
others. We can’t wait to show you, but
right now we are going to have to leave
you wondering what it will be. We just
know that you won’t be disappointed.
VAPOUROUND MAGAZINE USA 77