We are Gracie & Sophie Tyrrell aka The Squirrel Sisters. We started Squirrel Sisters as a blog in 2014 as a way to stay in touch while on opposite sides of the world (Sophie was working at a branding agency in Singapore and Gracie was working in London in film and TV).
We decided to start the blog because health, wellness, food and how it makes us feel has always been a huge passion of ours. As the blog started growing we made the decision to develop it further by launching our bars under our brand name Squirrel Sisters.
How did you develop the recipes behind Squirrel Sisters?
Our bars were something we used to always make, way before we even considered starting a blog (Gracie used to make them at home for Sophie because of her gluten-intolerance when living together in London).
How is it to work with your sister?
Amazing! We get to bring our passion to life and do it together, which has been an incredible experience; supporting each other through the ups and downs and being there for each other through more stressful times.
The other amazing thing about working together is that we completely trust each other and have each other’s best interests at heart, which is invaluable in business. We are lucky because our passion and vision for what we want to do with Squirrel Sisters is perfectly aligned so making decision has been easy because we have always agreed on things.
How do you find social media and social buzz has helped brand awareness?
Social media has been incredible for growing Squirrel Sisters. Being a tiny company with no investment means we don’t really have a budget for big marketing and PR campaigns so we have relied on social media as a free tool for spreading the word about our brand.
We have built great relationships with a lot of influencers who have grown to love our brand and products.
Again, being a tiny company means we don’t have the budget to pay influencers so any influencers who post about our products do it because they genuinely love our products. We prefer it this way because it’s much more authentic.
What do you say has been most beneficial for your brand awareness?
Instagram is by far the platform that has been most beneficial for our brand awareness. We also collaborate with brands that have a similar ethos to ours like Sweaty Betty and support any of their events with our products, which is a great way of getting people to sample our bars.
What’s the drive behind writing your own cookbook?
We started Squirrel Sisters as a blog where we documented all of our recipes and healthy discoveries so it was a dream of ours to write a book once we were more established as a brand. We wanted to prove that being healthy doesn’t have to be boring or tasteless and all the recipes in our book demonstrate this. We want to make healthy fun, convenient, accessible and delicious.
Announcing our book has opened up quite a few more doors for us. We have some amazing PR opportunities due to the book, which will be fantastic for our brand awareness.
We already knew this, but publishing our very own cookbook has confirmed it….hard work pays off!