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A cookie baked through the struggles

We think and hope our story can inspire others in taking the rocky road of entrepreneurship, so we decided to share with you our peronal journey, as people and brand.

Ella’s Wisdom founders, Al and Ella, met in 2010 in London, and the journey that was about to come was not short in speed-bumps and challenges.

9 years after we are proud to say that it is our belief that with resilience, hard work, patience and love, there is nothing that cannot be achieved, and we want to be a living proof of this.

Starting from the very bottom (of the western society), 2 young immigrants in a foreign country 16,000 km from home, without a stable visa, without access to credits or funds, without family support and without any knowledge of marketing or how to run a business, they created a business that today is helping thousands of mums have an easier life when packing their kids lunch boxes, and many more in simply snacking healthier.

Please remember, dreams with a plan can become reality, and they’re often contagious. So dare to dream, dare to act, dare to risk, dare to be the best you could have ever dream of being.

We won’t stop here, see our other projects we’re working on below.

2014:

A very young Ella started working as sous chef in a small, cool, healthy cafe in Bondi Junction. She fell in love with the basic science behind allergen friendly and wholesome foods.  She then applied her new aquired skills in conjunction with a decade worth of experience in international fine dining cuisine. Al, 22 years of age at the time, saw the opportunity of a lifetime: to create an innovative brand out of Ella’s product and personality. Little did they know about business, entrepreneurship or marketing, but this did not stop them.

They were on a hunt for a bakery to sub lease and get their dream kick started when they found Nathan, a local small business man, owner of a bakery called Elementum located in Bondi Junction, who was happy to support them. The deal was to swap their healthy treats (so he could sell our range), in exchange of allowing us to use his kitchen after operating hours. They planned on starting to sell their treats at the Bondi Junction village market from January 2015, but on Christmas eve the vision they had on their products completely changed. From Italian sized desserts, insanely loaded in calories, they decided to make fine looking, colorful, petite tarts.

It was with a logo originally designed on OpenOffice and a bucket full of passion that their journey begun.

2015:

Undoubtedly, the picture of Al carrying a marquee on his shoulder, and Ella pushing a Coles trolley full of their equipment and desserts to the near Bondi Junction market on a hot summer day might not seem so romantic after all, but they had a dream. They wanted to create the most innovative, wholesome and delicious comfort food, and nothing could get in their way. The markets gave them the opportunity to build a strong relationship with their customers, listening to their needs and requests, and create products accordingly.

They experimented on a variety of products, from petite tarts to olive focaccias, bread loaves, cookies, muffins, carrot and zucchini spaghetti with pesto, nut cheeses and everything in between. The product that really hit the spot was their paleo and vegan pizza, made with a mixed seeds pizza base, home made Napoletana sauce and macadamia cheese; it became so loved by their customers, that some of them even started buying few pizzas at the time, to freeze them to eat later in the week, when the market wasn’t on. The idea for their first wholesale product was born, the first frozen paleo and vegan pizza, made only with seeds and nuts, ready to eat from frozen to plate in less than 15 minutes.

In order to make this happen they knew they needed their own commercial facility. They were committed and decided to take on the risk. They refused a secure visa from their employers at the time and instead invested all their hard earned lifetime savings into the project. Nevertheless putting their own relationship at risk by working side by side 7 days a week, 16 hours a day.

The last few months of the year were all spent in setting up their commercial facility and getting the stock ready for the 2016 big launch. A very rocky road was ahead of them, one made of mental, physical and financial struggles. One that will change their lives forever.

2016:

The year started with a lot of excitement, and Al and Ella were slowly seeing their dreams taking shape in front of them. Their frozen pizzas, among with their “outrageous” cauliflower shortbread ANZAC cookies, paleo bread rolls (used by popular eateries like Sadhana and Soulburger) and chunky granola were becoming more and more popular every day, being sold in more than 30 shops around Sydney.

Each product was handmade from scratch in a very small facility in the heart of the Sutherland shire, by them two alone. Business was experiencing growth, so they decided to expand their frozen range with 3 other products: a paleo vegan pumpkin lasagna, and a paleo pizza and lasagna, both with kangaroo bolognese sauce to keep it as sustainable as possible. To do so they tried to fundraise on pozible.com, just to fail miserably. The “roo” pizza and lasagna was not well perceived from the public, and the original logistics required for such intensive production of frozen food weren’t well thought. So soon enough they came to the realisation that their frozen range was a failure, not sustainable for growth, and that they weren’t even as passionate about those products either.

What really inspired them were the healthier snacks, in particular those designed for kids to take to school in their lunchboxes, so they slowly started developing new products and transitioning towards their new vision, while still trying to push to sell their frozen range to support the business and themselves as well. Their first year as wholesaler started great, to quickly slow down towards the end of the year, they had failed at gaining enough momentum and traction, consequently the business was losing money and the relationship between the two founders was slowly breaking apart because of the stress and struggles caused by the business. Only with a strong faith, hard work and vision they managed to get through it.

2017:

This year started in the worse scenario possible for them. Ella, heavily beaten down by the struggles wanted to bail out from both the venture and the relationship, business was slowing down dramatically, and it seemed like later in the year their visa was not going to get renewed either. Doubt, pain and uncertainty were in the air, but they knew they were not to rush into making any drastic decisions as things could have turned very sour very quickly.

While still in the limbo of that pending decision, the two founders got invited to join and sponsor with their sweets the first Newkind festival in Tassie, which ended up becoming a major turn in their lives, both personal and professional. After a workshop about emotional intelligence presenteed by the father of the festival’s founder, Farvardin Daliri, they realised they had to pull their shit together, and that the journey they had chosen was supposed to beat them hard. That’s exactly why not many people make it trough successfully. They restarted their relationship, deciding what feelings they wanted to feel rather than waiting around for something magical to happen, and followed the same course of action with the business.

The frozen range wasn’t driving them towards their dreams and goals, so they immediately dropped it so they could focus on what they loved the most: cookies.

Back from Tassie, they started working on their Newkind of personalities, their Newkind of cookies. The first version of the cookies was early 2018 and was very well welcomed but once again, the recipe could only be done by hand, making these products not sustainable for business growth. Despite that, they kept going, selling the Newkind of cookies in stores and online while they developed the final version. One that not only had the scalability potential, but also could fulfill every single dietary requirement you could possibly ask for.

2018:

After failing again in gaining traction with the first version of the Newkind of cookies and brownies, and as they were approaching the end of the Australian summer, Ella and Al’s application to sponsor their own visa trough their own business got rejected, so they saw themselves forced to review their current status and make some hard decisions. They decided to close the production and their business in order for Ella to be able to take on a full time job so they could stay in the country.

Al was to work on completely redeveloping the brand. In the first few days of October, they packed the first batch of the final version of their new cookies, and welcomed on board as director and shareholder Julian Damjano, Al’s lifetime mentor and close friend. With this new setup they were now getting ready to start again, with a new mindset, better products, better branding, and most importantly, with a project that could be scaled not only Australia wide, but worldwide too. Their goal was to reach the hearts of Aussie mums first, showing them how their Newkind of cookies could be used to aid in their daily challenge of feeding the best comfort food to their kids. From there they started supplying, schools, offices, vending machines, hotels and of course health food shops and supermarkets. The journey has just begun, stay tuned to see what the future holds for them. One thing is for sure, it won’t be an easy or boring journey.

2019: What will 2019 bring to Ella’s Wisdom and it’s founders? Well, they have big dreams and goals, and they’re not afraid of sharing them, even though some of them are still in their very initial stages of development. Of course their main goal remains to keep their relationship as happy as it is, which is always a challenge when mixing family and business, followed directly by having their Newkind of cookies sold nation wide and internationally as well. They aim to collaborate with major vending machines companies, airlines, hotels, kindergartens and schools, as well as independent health shops and supermarkets.

Ella is working on becoming a fitness and photography influencer, while working full time as a Chef in order to keep their visa running. Al is working full time in managing Ella’s Wisdom, while writing a self help book and developing his career in mixologist consulting and modelling. They also are working on some motivational songs in Italian, in order to help people from their own country gain access to some of the amazing content currently only available in English. Of course, they will continue to work on some new products for you, so if you have a suggestion, please don’t hesitate to contact us.

It looks like 2019 will be a massive year for them, and they’re very excited to share that with the world, are you just as excited?

A cookie baked through the struggles

We think and hope our story can inspire others in taking the rocky road of entrepreneurship, so we decided to share with you our peronal journey, as people and brand.

Ella’s Wisdom founders, Al and Ella, met in 2010 in London, and the journey that was about to come was not short in speed-bumps and challenges.

9 years after we are proud to say that it is our belief that with resilience, hard work, patience and love, there is nothing that cannot be achieved, and we want to be a living proof of this.

Starting from the very bottom (of the western society), 2 young immigrants in a foreign country 16,000 km from home, without a stable visa, without access to credits or funds, without family support and without any knowledge of marketing or how to run a business, they created a business that today is helping thousands of mums have an easier life when packing their kids lunch boxes, and many more in simply snacking healthier.

Please remember, dreams with a plan can become reality, and they’re often contagious. So dare to dream, dare to act, dare to risk, dare to be the best you could have ever dream of being.

We won’t stop here, see our other projects we’re working on below.

2014:

A very young Ella started working as sous chef in a small, cool, healthy cafe in Bondi Junction. She fell in love with the basic science behind allergen friendly and wholesome foods.  She then applied her new aquired skills in conjunction with a decade worth of experience in international fine dining cuisine. Al, 22 years of age at the time, saw the opportunity of a lifetime: to create an innovative brand out of Ella’s product and personality. Little did they know about business, entrepreneurship or marketing, but this did not stop them.

They were on a hunt for a bakery to sub lease and get their dream kick started when they found Nathan, a local small business man, owner of a bakery called Elementum located in Bondi Junction, who was happy to support them. The deal was to swap their healthy treats (so he could sell our range), in exchange of allowing us to use his kitchen after operating hours. They planned on starting to sell their treats at the Bondi Junction village market from January 2015, but on Christmas eve the vision they had on their products completely changed. From Italian sized desserts, insanely loaded in calories, they decided to make fine looking, colorful, petite tarts.

It was with a logo originally designed on OpenOffice and a bucket full of passion that their journey begun.

2015:

Undoubtedly, the picture of Al carrying a marquee on his shoulder, and Ella pushing a Coles trolley full of their equipment and desserts to the near Bondi Junction market on a hot summer day might not seem so romantic after all, but they had a dream. They wanted to create the most innovative, wholesome and delicious comfort food, and nothing could get in their way. The markets gave them the opportunity to build a strong relationship with their customers, listening to their needs and requests, and create products accordingly.

They experimented on a variety of products, from petite tarts to olive focaccias, bread loaves, cookies, muffins, carrot and zucchini spaghetti with pesto, nut cheeses and everything in between. The product that really hit the spot was their paleo and vegan pizza, made with a mixed seeds pizza base, home made Napoletana sauce and macadamia cheese; it became so loved by their customers, that some of them even started buying few pizzas at the time, to freeze them to eat later in the week, when the market wasn’t on. The idea for their first wholesale product was born, the first frozen paleo and vegan pizza, made only with seeds and nuts, ready to eat from frozen to plate in less than 15 minutes.

In order to make this happen they knew they needed their own commercial facility. They were committed and decided to take on the risk. They refused a secure visa from their employers at the time and instead invested all their hard earned lifetime savings into the project. Nevertheless putting their own relationship at risk by working side by side 7 days a week, 16 hours a day.

The last few months of the year were all spent in setting up their commercial facility and getting the stock ready for the 2016 big launch. A very rocky road was ahead of them, one made of mental, physical and financial struggles. One that will change their lives forever.

2016:

The year started with a lot of excitement, and Al and Ella were slowly seeing their dreams taking shape in front of them. Their frozen pizzas, among with their “outrageous” cauliflower shortbread ANZAC cookies, paleo bread rolls (used by popular eateries like Sadhana and Soulburger) and chunky granola were becoming more and more popular every day, being sold in more than 30 shops around Sydney.

Each product was handmade from scratch in a very small facility in the heart of the Sutherland shire, by them two alone. Business was experiencing growth, so they decided to expand their frozen range with 3 other products: a paleo vegan pumpkin lasagna, and a paleo pizza and lasagna, both with kangaroo bolognese sauce to keep it as sustainable as possible. To do so they tried to fundraise on pozible.com, just to fail miserably. The “roo” pizza and lasagna was not well perceived from the public, and the original logistics required for such intensive production of frozen food weren’t well thought. So soon enough they came to the realisation that their frozen range was a failure, not sustainable for growth, and that they weren’t even as passionate about those products either.

What really inspired them were the healthier snacks, in particular those designed for kids to take to school in their lunchboxes, so they slowly started developing new products and transitioning towards their new vision, while still trying to push to sell their frozen range to support the business and themselves as well. Their first year as wholesaler started great, to quickly slow down towards the end of the year, they had failed at gaining enough momentum and traction, consequently the business was losing money and the relationship between the two founders was slowly breaking apart because of the stress and struggles caused by the business. Only with a strong faith, hard work and vision they managed to get through it.

2017:

This year started in the worse scenario possible for them. Ella, heavily beaten down by the struggles wanted to bail out from both the venture and the relationship, business was slowing down dramatically, and it seemed like later in the year their visa was not going to get renewed either. Doubt, pain and uncertainty were in the air, but they knew they were not to rush into making any drastic decisions as things could have turned very sour very quickly.

While still in the limbo of that pending decision, the two founders got invited to join and sponsor with their sweets the first Newkind festival in Tassie, which ended up becoming a major turn in their lives, both personal and professional. After a workshop about emotional intelligence presenteed by the father of the festival’s founder, Farvardin Daliri, they realised they had to pull their shit together, and that the journey they had chosen was supposed to beat them hard. That’s exactly why not many people make it trough successfully. They restarted their relationship, deciding what feelings they wanted to feel rather than waiting around for something magical to happen, and followed the same course of action with the business.

The frozen range wasn’t driving them towards their dreams and goals, so they immediately dropped it so they could focus on what they loved the most: cookies.

Back from Tassie, they started working on their Newkind of personalities, their Newkind of cookies. The first version of the cookies was early 2018 and was very well welcomed but once again, the recipe could only be done by hand, making these products not sustainable for business growth. Despite that, they kept going, selling the Newkind of cookies in stores and online while they developed the final version. One that not only had the scalability potential, but also could fulfill every single dietary requirement you could possibly ask for.

2018:

After failing again in gaining traction with the first version of the Newkind of cookies and brownies, and as they were approaching the end of the Australian summer, Ella and Al’s application to sponsor their own visa trough their own business got rejected, so they saw themselves forced to review their current status and make some hard decisions. They decided to close the production and their business in order for Ella to be able to take on a full time job so they could stay in the country.

Al was to work on completely redeveloping the brand. In the first few days of October, they packed the first batch of the final version of their new cookies, and welcomed on board as director and shareholder Julian Damjano, Al’s lifetime mentor and close friend. With this new setup they were now getting ready to start again, with a new mindset, better products, better branding, and most importantly, with a project that could be scaled not only Australia wide, but worldwide too. Their goal was to reach the hearts of Aussie mums first, showing them how their Newkind of cookies could be used to aid in their daily challenge of feeding the best comfort food to their kids. From there they started supplying, schools, offices, vending machines, hotels and of course health food shops and supermarkets. The journey has just begun, stay tuned to see what the future holds for them. One thing is for sure, it won’t be an easy or boring journey.

2019:

What will 2019 bring to Ella’s Wisdom and it’s founders? Well, they have big dreams and goals, and they’re not afraid of sharing them, even though some of them are still in their very initial stages of development. Of course their main goal remains to keep their relationship as happy as it is, which is always a challenge when mixing family and business, followed directly by having their Newkind of cookies sold nation wide and internationally as well. They aim to collaborate with major vending machines companies, airlines, hotels, kindergartens and schools, as well as independent health shops and supermarkets.

Ella is working on becoming a fitness and photography influencer, while working full time as a Chef in order to keep their visa running. Al is working full time in managing Ella’s Wisdom, while writing a self help book and developing his career in mixologist consulting and modelling. They also are working on some motivational songs in Italian, in order to help people from their own country gain access to some of the amazing content currently only available in English. Of course, they will continue to work on some new products for you, so if you have a suggestion, please don’t hesitate to contact us.

It looks like 2019 will be a massive year for them, and they’re very excited to share that with the world, are you just as excited?

Other projects from Ella’s Wisdom Founders:

ANCIENT KNOWLEDGE FOR
EVERYDAY SUCCESS

“Your personal handbook with the oldest best principles that can be applied in every field of your life, for enhanced happiness, gratitude and success. He’s not trying to change your mind, but to show it to you.”

BY AL F. COSTANZA

CREATING_ELLA FITNESS
AND PHOTOGRAPHY

“Ella’s passion for fitness and photography aims to bond beauty, art, and fitness under the same roof and to inspire women creating their own body, mind and soul. she can help you capture your inner beauty essence”

@CREATING_ELLA

BETTER SEED
CONSULTING

“Between Al, Ella and Julian
there is nearly half a century
of experience in hospitality.
fine dining, mixologism,
customer service and experience,
manufacturing, health foods
and branding are just some
of their area of expertise.”

BE THE STORM MOTIVATION (ITALIAN)

“How would our lives been different if we had had access to the online content that English speaking people can access to everyday from a young age? We aim to find out by bringing lifestyle motivation to the Italian public”