What’s it like to grow a brand from the kitchen table? In our latest episode of Sales Leaders' Secrets, Amanda Downs chats to Aisling Tuck, founder and managing director of Naked Bakes, Ireland’s largest vegan cookie supplier. Aisling’s dynamic journey from her mum’s kitchen to national retail shelves and bustling wholesale operations is a testament to entrepreneurial spirit, resilience, and the power of curiosity. Her story provides invaluable lessons for sales leaders and aspiring business owners alike.
From Weekend Baking to Building a Brand
Aisling’s passion for baking started at a young age, spending weekends in the kitchen with her mother and grandmother. When she turned vegan at eighteen, her drive to prove plant-based baking delicious led her to develop innovative recipes and share them on Instagram and her blog. Building a following online laid the groundwork for Naked Bakes, which later transformed from a side hustle to a full-fledged business during Ireland’s lockdowns.
Throughout the conversation, Aisling describes how the initial opposition from her family particularly her mum motivating her to perfect vegan baking. The shift from blog posts to products happened organically as she recognised the commercial potential of her engaged audience. That period of experimentation, learning, and growth shaped the DNA of Naked Bakes.
Growing a Business and Leading a Team
Scaling Naked Bakes brought new challenges: moving out of the family kitchen, managing increased demand during Covid, and expanding into new retail formats. Aisling candidly shares her experience of building a team from scratch, learning to lead and manage people without prior formal training. As the business grew, so did her understanding of recruitment, company culture, and the impact her energy had on others.
Aisling now heads a team of nine and reflects openly on the mistakes she made such as hiring too fast and underestimating how her mood would ripple through the business. She emphasised the importance of setting the right tone as a founder, creating an atmosphere of calm and collaboration. This lesson was brought to life through stories of filling in for staff, learning new skills on the fly, and embracing feedback as a path to improvement.
The People and Purpose Behind Naked Bakes
What stands out most is Aisling’s wholehearted appreciation for her team and customers. She speaks about the satisfaction of building a group of likeminded individuals working toward a shared vision and the joy of receiving messages from customers who felt truly seen and served, such as a new mum relieved to find treats she could enjoy while breastfeeding her milk-allergic newborn.
For Aisling, making an impact even just by brightening someone’s day with a cookie is integral to why she runs Naked Bakes. She strives for quality and taste above all else, determined that their vegan products can stand toe-to-toe with any conventional competitors (as evidenced by repeated gold wins at the Irish Food Awards).
Embracing Challenges, Learning from Mistakes
Entrepreneurship brings continuous tests, and Aisling is open about her biggest current challenges: time management and financial acumen. She recounted her early lack of knowledge around finances and her journey to becoming confident with numbers. Cash flow management, interpreting accounts, and balancing investment in new opportunities have been crucial areas of growth.
She also touched on practical lessons learned, such as the risk of launching too many products at once, and the importance of keeping the range focused and streamlined, an insight she now passes on to her team.
Vision for Growth and the Value of Networking
Looking ahead, Aisling’s goals for Naked Bakes include expanding retail exports, exploring new European markets, and launching innovative vegan pastry products. She reflected on past attempts to break into the UK and the value of careful market research and timing.
One of her top secrets for growth is the power of networking. Only after lockdown did she truly appreciate how vital it is to connect with fellow business owners and leaders leveraging shared contacts, suppliers, and support through challenging times. Aisling sees networking as the “key to unlocking growth” and combating the isolation that can come with entrepreneurship.
Principles for Leadership and Business
Running Naked Bakes is grounded in a set of non-negotiable values. Aisling is adamant that quality and taste come first, and she has cultivated a culture of integrity and reliability, inspired by lessons from her mother and grandmother. She lives by the principle: “Never leave anyone on a sinking ship,” always stepping up to ensure no one is stranded or overwhelmed.
She credits her family especially her mother, Mary, the resilient breadwinner for instilling these values and shaping her development as a leader. Consistent, on-time delivery and living up to promises underpin Naked Bakes’ reputation and success.
Advice for Aspiring Leaders and Entrepreneurs
Aisling’s key advice is to consider a co-founder, recognising both the challenges and transformative potential of shared leadership. She urges others to do thorough research, focus on making remarkable products, and to return to her top secret never underestimate the power of a strong network.
Her closing sales leader secret is simple but profound: practice empathy, with your team and your customers.
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