Despite direct and highly targeted competition from
the dominant industry competitor, nudie still leads
its category and has more than an 85% market share
in the category.
In May 2004 the nudie factory, office and
distribution centre were razed in a deliberately lit
fire. This effectively put nudie out of business.
Tim, and his team, fought back from this disaster
and re-built the business extremely quickly. Product
was back on shelves within 6 weeks.
In late 2005 Tim negotiated a deal with Nestle, the
biggest food business in the world, to licence the
nudie brand in the ice cream space. He worked with
the Nestle product development team to create the
nudie níice ice cream products, launched in December
The nudie níice product has been the most successful
new ice cream launch Nestle have had in Australia
for many years and they are now planning to launch 3
new flavours. The Nestle project was Timís last
operational involvement with nudie and he left the
nudie board in early 2006.
Tim retains a significant investment in nudie but
has no involvement at all with the business.