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Women's Health Australia - - CONTENT - By Alex Davies

Grow­ing up, cake was rarely on the menu for Rachel Ba­jada and her rel­a­tives (a fam­ily history of type 2 di­a­betes will do that). Fast for­ward a few years and, as a su­gar-con­scious adult, she strug­gled to find treats that didn’t star chem­i­cal sweet­en­ers. So, in 2013, the 35-year-old Syd­neysider launched Noshu. The clever brand serves up cake and dough­nuts that are su­gar-free, packed with nat­u­ral good stuff and – be­fore you ask – de­li­cious. All so we can have that cake and eat it, too! Here’s how her jour­ney un­folded. It all starts with health

“I be­lieve what my mother taught me: if you don’t have your health, you don’t have any­thing. I think when you have an ex­pe­ri­ence with ill­ness, it makes you re­alise how im­por­tant it is to pri­ori­tise health. That said, you don’t need to send your­self crazy by be­ing so strict with your diet, for ex­am­ple, that you can’t en­joy life.”

Find a happy medium

“I started out be­ing strict about su­gar. I was ter­ri­fied of hav­ing a gram of it, even in fruit. Then, I found bal­ance. I min­imise my daily su­gar in­take [by eat­ing] less pro­cessed food and cook­ing for my­self, and if I’m go­ing to eat su­gar, it’ll be when I go out to a nice res­tau­rant and maybe share a dessert. It’s a treat.”

Work on a love­able idea

“A lot of start-ups have great ideas and are very pas­sion­ate, but it’s hard to get a new busi­ness off the ground if you can’t cre­ate a love­able brand. What a com­pany stands for is so im­por­tant, not just the prod­uct and its pack­ag­ing. An­other tip? Good cash­flow man­age­ment is ab­so­lutely cru­cial from day one.”

Recog­nise what mat­ters

“On Mother’s Day this year, my fam­ily made a Noshu cake for my nan [a di­a­betic]. She had a piece and when they went to serve her more, she was like, ‘No, no, I can’t eat that; my blood su­gar’s go­ing to go through the roof!’ They had to ex­plain to her that it was made with­out su­gar. She couldn’t be­lieve it. When peo­ple who can’t have su­gar for health rea­sons get in touch, or fam­i­lies with chil­dren af­fected by type 1 di­a­betes who can sud­denly eat cake at a party, their com­ments to us are so touch­ing. It makes the hard work worth it.”

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