Carolyn Creswell (pictured) is the founder of the multi-million dollar muesli empire
She was working at a bakery trying to make ends meet when she found out her job was on the line because the business was going on the market.
Without a second thought, Carolyn Creswell offered to buy the small muesli company for just $1,000 in 1992 at the tender age of 18.
Standing at the back of her bakery in Victoria, she would grind up the nuts before packing them into boxes in her family’s study room.
As she worked day and night to lift the business off the ground, the self-made entrepreneur would deliver her products to local cafes from the back of her Daewoo hatchback.
Fast forward 25 years, the founder of Carman’s has transformed the breakfast brand into an estimated $100 million muesli empire.
Speaking to Daily Mail Australia, the now mother-of-four opened up about how her humble beginnings led to one of the world’s most popular breakfast brands.
At the tender age of 18, the then teen was working part-time at a bakery making muesli
She offered to buy the small muesli company for just $1,000 in 1992 after it was put up for sale
‘Success has taken a long time — it certainly didn’t happen overnight,’ Mrs Creswell, aged in her early 40s, told Daily Mail Australia.
‘I still pinch myself when I think back to when I was that 18-year-old student, personally hand-making and packing each and every single packet of muesli.
‘It was a slow and steady plod every year to be better and to be very customer-focused so that we could deliver products consumers want to buy.
‘I never imagined it would be as big as it is today, but you know it’s been 25 years. It’s a long, long time.’
Before owning her own business, the then 18-year-old was studying an arts degree at university and working part-time making muesli.
‘I was working in a little bakery one day a week making muesli and they told me I was going to lose my job as the business was to be sold,’ she recalled.
‘I thought, “Hang on! I am making the muesli — why couldn’t I be the one to buy this little business?”
‘I offered $1,000 and they accepted it when they didn’t get any other offers. That was 25 years ago, and that’s how Carman’s started.’
The mother-of-four opened up about how her humble beginnings led to one of the world’s favourite breakfast brands
Happy family: The busy mother with her husband Pete and their children Lily, Oliver and Grace (Will was overseas at the time of the photograph taken)
Her then-boyfriend Pete would help her pack muesli into boxes in her parents’ study room before delivering the orders.
Five years after taking over the business, Carman’s gradually found its way onto supermarket shelves
‘Pete would get emergency phone calls from me saying I had just received a huge order and he was needed to come and pack muesli with me into the wee hours,’ she recalled.
‘With no advertising budget, my mum’s marketing tactic was to stand in a store and announce “THIS IS THE MOST AMAZING MUESLI” to anyone vaguely within earshot.
‘Mum’s marketing tactics haven’t changed that much, but Pete is now my husband.’
And just five years after taking over the business, Carman’s gradually found its way onto supermarket shelves.
From there, her business evolved from her parents’ home into a small office.
‘In 2005 we moved out of a share office in Moorabbin when we purchased our first office in Cheltenham,’ she said.
‘We’ve now completely out-grown Cheltenham and are waiting to move into our new forever-home in Huntingdale in January.’
Fast forward 25 years, the mother-of-four turned the brand into multi-million muesli empire
Juggling to balance her work life and family of six, Mrs Creswell said she always finds time to be with her children – Will, Lily, Oliver and Grace.
‘How do I juggle it all? For my sanity, I go for a walk at 6.30 in the morning with my girlfriend for an hour,’ she said.
‘We chat and mull over things and then I drive my kids to school. I chat with them and try being conscious of what is happening in their day.
‘In the evenings I try to ensure I get out of work at a reasonable hour, so I’m generally home before 6pm so we can have that fun family time at the end of the day.
‘We may say tonight is disco night — we turn up the music loud and dance in the lounge room or play Uno or Monopoly and try to connect.
‘Sometimes you’ve had a big day and you think, “Aah!”, but it’s how you prioritise your time. It’s not the number of hours, but the quality of hours you have together which makes a difference. For me that’s really important.’
Juggling to balance her work life and family of six, Mrs Creswell said she always finds time to spend quality time with her children
The busy mother said she never lets stress get the better of her.
‘I rarely get stressed but when I’m overwhelmed I clean out my handbag and my car and sort through my emails,’ she said.
‘I also do two book groups. I love doing my book groups! I feel I have a very rich and varied life and I’m so blessed with the opportunities that I’ve had – and I travel a lot, which is wonderful.’
Speaking about her range, she said her business started with just one type of muesli in 1992 – now, there’s products ranging from mueslis, clusters, porridges, protein bars, nut bars and even oat slices.
‘We have a broad range of products and we design them so that people will love them. Our latest range is our first foray into savoury snacking – they’ve been two years in the making,’ she said.
‘We’re so excited to launch our Super Seed and Grain Crackers. We always have so many exciting things on to go at Carman’s – but these are special. Look out for them in the health aisle.
‘We basically create recipes that all of us at Carman’s would feel good about eating and that are delicious. We’re happy to spend more on putting in the right ingredients to make the product the most delicious it could possibly be.
‘We are really conscious of using only ingredients that we need to, and using only clean ingredients — just like you would in your own kitchen at home.’
Reflecting back on her journey, Ms Creswell said she still has a ‘pinch myself’ moment
The now mother-of-four opened up about how her humble beginnings led to one of the world’s most successful breakfast brands
For mothers who are keen to launch their own business, Mrs Creswell said it was important to know when to say ‘no’
For mothers who are keen to launch their own business, Mrs Creswell said it was important to know when to say ‘no’ – and getting enough sleep.
‘We all have the same number of hours in the day. It’s about choosing how you spend them. One strategy I’ve adopted is learning to say no,’ she said.
‘I recently read a book which talks about how you say no quickly and graciously, that you don’t have to say yes to everything you’re ever invited to do’.
‘Whether it’s a barbecue on a Sunday or a networking event for work – I try and do less and say: “Just because I’m asked doesn’t mean I have to do it”.
‘I want to spend the weekends with my family. That’s my family time. If my family is not invited to an event, often the answer’s no. I really try and compartmentalize my work time and family time.
‘Rest is important. I’m a huge one for trying to get to bed on time. I know that I need eight hours sleep every night to feel human, so I know I need to be in my bed at 10 o’clock.
‘I have to have these things in my life so I can be rested so I can connect and so I’m not walking around like the walking dead because I’m feeling so exhausted about existing in life, not thriving.’
For more details, visit Carman’s website.