Business of corn dogs proving popular
A HUSBAND-and-wife team from Johannesburg have built up a successful frozen convenience food business with their corn dogs.
Their popular Browns Corn Dog range is available at Checkers.
Although Mabel and Wale Akinlabi supply their corn dogs to more than 100 Checkers stores in South Africa, the journey to this milestone started humbly – in the Akinlabi’s kitchen at home.
“During our daughter’s 11th birthday party, I yanked out corn dogs that I was making. The kids loved these things, and I asked them all: ‘If we make these, would you ask your parents to buy you some?’ and the answer was an emphatic ‘Yes!’,” said Mabel.
The couple started Browns Foods in 2019 with the single corn dog product. While testing and perfecting their recipe, they struck a deal with the Shoprite Group.
From a single corn dog made and presented on a chopstick, the two built up their business over a year, in the midst of the Covid-19 pandemic.
They imported equipment from the US, set up a factory, and refined the recipe.
The Akinlabi’s have a background in broadcasting, so food production and retail was foreign territory to them.
Mabel said: “Retail is a whole new sector for us. We now love it, and we’ve learnt a whole lot, but it’s been challenging. We’ve been received really well by the public.”
The work paid off, and by the end of last year the two were able to supply more than 100 Checkers stores with three corn dog flavours: Awesome Original, Jalapeño Cheese and Creamy Cheese.
The duo are looking to expand their range, starting with a fully vegan corn dog offering.
The couple offer advice:
“If you have a brilliant idea, tell someone else about it and make yourself accountable to someone. Now it’s out there, so you’ve got to do something about it,” they say.