Moodi

In Founder Focus we introduce entrepreneurs and change-makers working on innovative startups, social enterprises and SME’s around Aotearoa New Zealand.

At a glance

Founder: Kate Gatfield-Jeffries

Business: Moodi

Founded: 2022

HQ: Auckland

Can you tell us a bit about your business?

Moodi is a trailblazing mental wellness supplement brand dedicated to helping women feel their best.

We’ve created clinically-proven formulations in crave-worthy flavours, to spark consistent use and yield life-changing results. Our delicious supplements help women feel their best by featuring active ingredients for stress, sleep, energy, mental clarity and more.

Imagine a blue protein powder for stress or a caffeine-free caramel latte for mental clarity. Our products are vegan, gluten-free, refined sugar-free, all-natural, and made in New Zealand.

We believe well-being enables well-doing. Mental wellness impacts our health, relationships and careers. By helping women feel their best, they can reach their potential and make a positive impact in their families, careers, communities and beyond.

We’re also challenging traditional narratives in the women’s supplement industry, moving away from anti-aging, weight loss, and appearance to inspire self-care and encourage women to prioritise mental well-being.

What’s the backstory for your business idea?

My journey starting Moodi began at University, where I founded and led large-scale diversity programs. Witnessing first-hand the positive impact of these initiatives for women, I also saw the chronic stress and burnout many endure.

The current state of women’s mental well-being demands immediate action. Women are twice as likely to suffer from chronic stress as men. Society is undergoing a profound shift, recognising the importance of mental well-being and self-care.

Women now seek accessible and practical approaches that prioritise mental well-being. In the supplement market, existing brands either lack a focus on mental wellness, offer ineffective products, or provide effective products that are not enjoyable.

Moodi fills this gap, offering science-backed supplements that are a delight to take. We’re dedicated to revolutionising the industry and empowering women globally.

What programmes, learning or mentoring, or resources have been of assistance so far?

I’ve had lots of insightful advice from other entrepreneurs. These connections and conversations have been most valuable when they are only a couple of chapters ahead of me in their journey, or have sector expertise and can give specific guidance.
For other early-stage consumer goods founders, I recommend also looking abroad for inspiration, advice and mentorship. I’ve had incredible experiences being part of the WBENC Collegiate Accelerator in the US and EY’s global programmes.
It’s also great to draw inspiration along the way from other entrepreneurs in podcasts. Some favourites include: How I built this, Female Start-Up Club and Diary of a CEO.