Brand Growth Heroes

In this latest Brand Growth Heroes podcast episode, we're talking all things gut health, consumer trends, and brand-building at scale with Vince Lawson, CMO of Biotiful Gut Health, the #1 kefir brand in the UK - recently bought by MULLER!Launched initially as Biotiful Kefir, the brand has undergone a bold transformation to become the go-to name in natural gut health, and the results speak for themselves, with nearly £90M in retail sales pre sale to Muller.Biotiful Gut Health, was founded by Natasha Bowes in 2012 with a mission to bring ancient Kefir recipes to the UK market.  The business has grown rapidly over that period and is now the leading UK gut health brand in the diary sector covering a wide range of kefir related products in drinks, yogurts and other sectors, delivering on Natasha's vision of improving the gut health of the UK and the world by using natural ingredients.As CMO, Vince Lawson takes us inside the engine room of Biotiful, from leading product innovation and marketing to building a category-defining brand in one of the most competitive spaces in food and beverage. We unpack how Biotiful stays ahead of the curve with clean protein innovation, food-to-go formats, and ambient gut health boosters—and how a marketing team can become the engine of cross-functional growth.This episode is packed with real insight on how consumer needs, product development, and commercial success intersect in a scaling brand.And... in fact,  our very own podcast sponsor, Joelson, the leading London law firm, was the sole advisor on the successful recent sale of the business to Müller (“Müller”)!  Müller is one of the global leaders in dairy products and has identified functional health as a key driver for growth in the dairy segment of the market in which it is not currently active.The Joelson team, led by Phil Hails-Smith (Partner) with support from Emma Vantine (Associate),  Georgia Edmondson (Solicitor) and Katie Braddell (Solicitor).Natasha Bowes, Founder of Biotiful, commented:“It was such a pleasure working with the team at Joelson on this transaction and over the last few years. A huge thank you to Phil and his fantastic team – they have guided me though every step of this transaction. Their reputation in the consumer space is well deserved and I would highly recommend Joelson to any founders in the consumer space who need legal support on any form of transaction.”Phil Hails-Smith, Partner at Joelson added:“Congratulations to Natasha on this transaction.  We pride ourselves on being the market leading corporate firm for founders. We are so delighted to have worked with a pioneering female founder who has developed an era defining brand and category based on a clear mission and vision to improve the gut health of their consumers.   It's been a privilege to work with Natasha and her team and I'm sure that Biotiful will go from strength to strength with its new owners.”=============================================================A small favour: If this episode inspires you to think about new ways to drive business growth, please hit FOLLOW and even leave a review! This tiny gesture means the world to us and allows us to share these nuggets of insight and value with you more often. We see every new follower and read every review, so thank you in advance!=============================================================Useful Links:Connect with Vince Lawson on LinkedInConnect with Biotiful on LinkedInhttps://biotifulguthealth.com/ https://biotifulguthealth.com/https://www.instagram.com/biotiful_gut_health/https://www.facebook.com/biotifulguthealth=============================================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we're delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.

Because your business is only as strong as your team - it really shouldn't be this hard — but it is...So let's make it a little easier!Over the past few years, I've become increasingly frustrated at just how HARD it is for founders to find the right people for their business.There are fewer applicants than there used to be for roles in sales and marketing in CPG businessesIt's even tougher to find that magic mix of mindset, experience and soft skills— as well as someone who genuinely fits your culture and values.And the process? It's a lot: search, connect, schedule, first interviews, follow-ups, feedback loops — all while juggling a scaling business — and you STILL might not end up with the right person.It struck me that so many of the incredible guests on Brand Growth Heroes have shared absolute gold when it comes to building teams — how they hire, how they lead, and what they've learned when it all goes wrong.So the brilliant crew at MKJ Ignite - Billy, Paul and Immy, have gone through the Brand Growth Heroes archives and handpicked some snippets from the founders of your favourite challenger brands (think Olipop, Freja Bone Broth, Child's Farm, Perfect Ted and Tony's Chocolonely), pulling out the best people insights.  And as a result....BGH SHORTS: The People Series was born!Short 5 min episodes. Golden nuggets. Actionable insights Every 2 weeks, we'll drop a new 5-minute clip - so don't forget to HIT FOLLOW! If you're wondering whether or not you need help with your recruitment, or would like to ask for some advice, you can book a no-obligation call with Billy - or anyone on the team - here!Connect with Billy Maddock on LinkedInConnect with Immy Southwell on LinkedInConnect with Paul Jones on LinkedInFollow MKJ Ignite on InstagramConnect with MKJ Ignite on LinkedIn

If you've ever wondered how to transform a niche idea into a mainstream success, this episode is for you.In this special live recording, host Fiona Fitz heads to London to catch up with two friends from the Perfect Ted team: Marisa Poster, one of the brand's three co-founders, and Shani Higgs, their brilliant Head of Sales.Since their last appearance on Brand Growth Heroes, Perfect Ted has seen phenomenal growth, hitting a revenue run rate of nearly £40 million. And they're just getting started.In this latest episode, Fiona dives into the strategies behind Perfect Ted's rise—from cracking the UK mass market with matcha, to becoming one of the top five importers of matcha globally. Listeners will also hear about their recent global partnership with Oatly, the launch of their new flavoured matcha latte in a can, and what it really takes to scale a challenger brand at speed.Marisa and Shani also share fresh insights from their recent trip to Japan, what it's like growing a fast-moving team, and the biggest lessons they've learned along the way. You'll get the entire scoop.Stay tuned until the end. Fiona shares about her visit to Perfect Ted's new offices, located in none other than Steven Bartlett's HQ!Useful Links:Connect with Marisa on LinkedIn https://www.linkedin.com/in/marisa-poster/Connect With Shani on LinkedInConnect with Perfect Ted on LinkedInPerfect Ted websitePerfect Ted Instagram=============================================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we're delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

What kind of career helps to make a great future entrepreneur? In this week's Golden Nugget, you can hear all about the career trajectory of Freddy Ward, co-founder of Wild Deo, before he took the leap into 'founderdom'. With it's recent sale to Unilver for a reported £235M, Freddy and Charlie Bowes-Lyons certainly had what it took to build a business that scaled to £60M pre-sale.Thanks again to MKJ Ignite for bringing us BGH SHORTS: The People Series!Over the past few years, I've become increasingly frustrated at just how HARD it is for founders to find the right people for their business.There are fewer applicants than there used to be for roles in sales and marketing in CPG businessesIt's even tougher to find that magic mix of mindset, experience and soft skills— as well as someone who genuinely fits your culture and values.And the process? It's a lot: search, connect, schedule, first interviews, follow-ups, feedback loops — all while juggling a scaling business — and you STILL might not end up with the right person.It struck me that so many of the incredible guests on Brand Growth Heroes have shared absolute gold when it comes to building teams — how they hire, how they lead, and what they've learned when it all goes wrong.So the brilliant crew at MKJ Ignite - Billy, Paul and Immy, have gone through the Brand Growth Heroes archives and handpicked some snippets from the founders of your favourite challenger brands (think Olipop, Child's Farm, Perfect Ted and Tony's Chocolonely), pulling out the best people insights.  And as a result....BGH SHORTS: The People Series was born!Short 5 min episodes. Golden nuggets. Actionable insights Every 2 weeks, we'll drop a new 5-minute clip - so don't forget to HIT FOLLOW!Because your business is only as strong as your team.It really shouldn't be this hard — but it is.So let's make it a little easier! If you're wondering whether or not you need help with your recruitment, or would like to ask for some advice, you can book a no-obligation call with Billy - or anyone on the team - here!Connect with Billy Maddock on LinkedInConnect with Immy Southwell on LinkedInConnect with Paul Jones on LinkedInFollow MKJ Ignite on InstagramConnect with MKJ Ignite on LinkedInHave a listen and don't forget to hit FOLLOW so you can collect all the tips, stories, and real-world advice to lighten the load.Thanks again to MKJ Ignite for bringing us BGH SHORTS: The People Series#brandgrowthheroes #mkjignite #people #foundergrowth #leadership #scaling #foodanddrink #consumerbrands #startuplife

What if the best way to grow your brand wasn't just about selling, but about educating, empowering, and building real trust with your audience?In this latest episode of Brand Growth Heroes, Fiona Fitz is joined by Sunna van Kampen, the founder of Tonic Health, the UK's fastest-growing vitamin brand. With a run rate of £6M and growing exponentially, Tonic Health is revolutionising the supplement industry, calling out low-dose, sugar-laden vitamins and replacing them with high-potency, plant-based alternatives that actually work.But here's what's really fascinating: Sunna didn't just build a vitamin business, he has built a content machine that has amassed millions of followers on Instagram and TikTok, regularly hitting 50M+ organic views per month. His short, sharp, educational videos don't just sell vitamins; they get people talking, thinking, and making better health choices.In this conversation, Sunna reveals:*How he built a market-leading brand from scratch (despite launching just as COVID shut down retail).*The power of content-first brand building—and why he ignored investors who told him to stop.*The myths and misinformation in the vitamin industry—and why most supplements don't work.*What's next for Tonic Health as they scale at lightning speed?- Tune in, take notes, and get ready to rethink everything you thought you knew about vitamins, content, and brand growth. Useful links:Tonic Health WebsiteConnect with Sunna on LinkedInConnect with Tonic Health on LinkedInInstagram=============================================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we're delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A BIG/SMALL favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us and allows us to share these nuggets of insight and value with you more often.You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS. (04:12) - Fiona - Tonic Health - Audio - Main.1

Over the past few years, I've become increasingly frustrated at just how HARD it is for founders to find the right people for their business.There are fewer applicants than there used to be for roles in sales and marketing in CPG businessesIt's even tougher to find that magic mix of mindset, experience and soft skills— as well as someone who genuinely fits your culture and values.And the process? It's a lot: search, connect, schedule, first interviews, follow-ups, feedback loops — all while juggling a scaling business — and you STILL might not end up with the right person.It struck me that so many of the incredible guests on Brand Growth Heroes have shared absolute gold when it comes to building teams — how they hire, how they lead, and what they've learned when it all goes wrong.So the brilliant crew at MKJ Ignite - Billy, Paul and Immy, have gone through the Brand Growth Heroes archives and handpicked some snippets from the founders of your favourite challenger brands (think Olipop, Child's Farm, Perfect Ted and Tony's Chocolonely), pulling out the best people insights.  And as a result....BGH SHORTS: The People Series was born!Short 5 min episodes. Golden nuggets. Actionable insights Every 2 weeks, we'll drop a new 5-minute clip - so don't forget to HIT FOLLOW!Because your business is only as strong as your team.It really shouldn't be this hard — but it is.So let's make it a little easier!

Host Fiona Fitz is joined by two powerhouse co-founders, Amelia Christie-Miller and Ed Whelpton from one of the most recent but well-loved UK challenger brands food - Bold Bean Co. What started as a mission to make people obsessed with beans has become one of the most exciting new category-creating brands in the UK.In this episode, we're getting behind the scenes on how they've driven growth: from designing a new category to TV appearances on Dragon's Den and This Morning (UK), the importance of traditional PR as well as seeding their product with the best chefs in the UK. We also spend time talking about how they're creating something truly different with their people, team and culture.The huge news is that Bold Bean Co is launching their first-ever co-branded product with Yotam Ottolenghi as we go live, take a listen and hear how it all happened!If you've ever wondered how to build a brand that truly stands for something, scale without losing focus, and get people talking about your product in a way that creates real demand—this one is for you.Useful Links:Bold Bean Co websiteBold Bean Co LinkedInConnect with Ed Whelpton on LinkedInConnect with Amelia Christie-Miller on LinkedIn=============================================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we're delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review? This small gesture from you means the world to us and allows us to share these nuggets of insight and value with you more often.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

Over the past few years, I've become increasingly frustrated at just how HARD it is for founders to find the right people for their business.There are fewer applicants than there used to be for roles in sales and marketing in CPG businessesIt's even tougher to find that magic mix of mindset, experience and soft skills— as well as someone who genuinely fits your culture and values.And the process? It's a lot: search, connect, schedule, first interviews, follow-ups, feedback loops — all while juggling a scaling business — and you STILL might not end up with the right person.It struck me that so many of the incredible guests on Brand Growth Heroes have shared absolute gold when it comes to building teams — how they hire, how they lead, and what they've learned when it all goes wrong.So the brilliant crew at MKJ Ignite - Billy, Paul and Immy, have gone through the Brand Growth Heroes archives and handpicked some snippets from the founders of your favourite challenger brands (think Olipop, Child's Farm, Perfect Ted and Tony's Chocolonely), pulling out the best people insights.  And as a result....BGH SHORTS: The People Series was born!Short 5 min episodes. Golden nuggets. Actionable insights Every 2 weeks, we'll drop a new 5-minute clip - so don't forget to HIT FOLLOW!Because your business is only as strong as your team.It really shouldn't be this hard — but it is.So let's make it a little easier!

If you're the founder of a scaling brand, you've likely thought about selling your business. But when should you start preparing, and how do you find the right buyer?In this episode, we discuss mergers and acquisitions with Charles Lanceley, Managing Director of Alantra's consumer team. Alantra is a leading investment bank specialising in consumer brands. Charles has worked on major deals, including Fuel 10K, Strong Roots, and Grenade, and shares what makes a brand valuable—from strong financials to a compelling investment story.He explains why building a business solely to sell is a mistake and how focusing too much on an exit can hurt your chances of achieving a great one. You'll learn why being ‘for sale' is never ideal, how the best deals happen behind the scenes, and why top M&A advisors don't just find buyers—they already know who's in the market.We also cover common founder mistakes, like underestimating due diligence and not preparing for the workload of an exit. Charles highlights how an advisor can ease this process, letting founders stay focused on running their business—because if performance dips, so does the deal's value.Finally, we discuss how private equity and trade buyers view businesses differently, the impact of market cycles, and why the best way to maximise your exit is to build a brand buyers can't ignore. Whether you're considering selling soon or just want to create a lasting brand, this episode is packed with essential insights. Enjoy!Useful links:Connect with Charles on LinkedInLearn more about Alantra   ========================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=========================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we're delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!=========================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

Did you know that 1 billion women globally are menopausal at any given time? Yet, until recently, the retail industry has largely overlooked this audience. Well....that's all about to change!In this episode of Brand Growth Heroes, we explore the groundbreaking work of GenM, the menopause partner for brands and retailers, and its mission to reshape how women shop for menopause-friendly products.Our latest #BGH guest, Heather Jackson (CEO and co-founder of GenM), is the unstoppable force behind GenM. She shares how GenM is pioneering the MTick accreditation—a universal shopping symbol that helps women find products proven to support their menopause journey. With major players like Tesco, Boots, Sainsbury's, Unilever, and Procter & Gamble already on board, this is more than just a trend—it's a retail revolution.This episode explores how GenM convinced top retailers and brands to take menopause seriously and why menopause-friendly shopping is a permanent category, not a passing fad.We discuss the commercial opportunity for brands that get it right, the science-backed credibility of the MTick accreditation, and the groundbreaking launch of Tesco's first-ever permanent menopause-friendly aisle.Heather shares eye-opening insights, including the startling reality that only 5% of women feel confident navigating menopause, and just 2% feel they are thriving. With 86% of women seeking non-HRT solutions, the demand for menopause-friendly products has never been greater.Why You Should Listen: If you're a founder, brand leader, or retailer, this episode is a must-listen. The menopause market isn't niche—it's 20% of your customer base and finally getting the visibility it deserves.=============================================================A small favour: If this episode inspires you to think about new ways to drive business growth, please hit FOLLOW and even leave a review! This tiny gesture means the world to us and allows us to share these nuggets of insight and value with you more often. We see every new follower and read every review, so thank you in advance!=============================================================Useful Links:Learn more about GenM and the MTIC accreditationFollow Heather Jackson on LinkedIn=============================================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we're delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

A small favour: If this episode inspires you to think about new ways to drive business growth, please please hit FOLLOW and even leave a review!This tiny gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often. We see every new follow and read every review so thank you in advance!=============================================================In this latest Brand Growth Heroes episode, host Fiona Fitz chats with Stu MacDonald, founder of what's said to be the world's BEST peanut butter... ManiLife. After years of crossing paths, they finally get to dive deep into Stu's story—from hand-blending peanut butter in a rugby club kitchen to scaling up and running his own factory.Stu opens up about the pressures of growth, the realities of burnout, and the difficult decision to step back from running the business in order to help it thrive in a new way.As well as some REALLY honest, deep and raw stuff from Stu about a period of burnout, you'll hear about:The surprising accident that led to Deep Roast Peanut Butter Why 44% of peanut butter sales now come from bulk tubs The mindset shift from being a founder who runs the business to one who supports its growth in a different role The impact of having the right team and how it changes everythingWe hope you enjoy one of the most raw and real conversations we've had on the show to date!Useful Links:ManiLife websiteStu Macdonald LinkedInManiLife LinkedInManiLife InstagramManiLife FB=============================================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place...so thanks Joelson - we're delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line on hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review? This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

Scaling a CPG brand isn't just about great products and standout branding—it's also about navigating a legal maze that can come with fast business growth, in many different guises. In this episode of Brand Growth Heroes, Fiona Fitz sits down with Phil Hails-Smith and Paul Chiappe, managing partners at corporate law firm Joelson, to cover the legal essentials every CPG founder needs to know.With over 30 years of experience supporting some of the fastest-growing CPG brands - clients like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin - Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola.From intellectual property and contracts to regulatory compliance and international expansion, we explain how the right legal partners can protect your brand while unlocking new opportunities.  We also chat about:The biggest legal pitfalls CPG founders face (and how to avoid them) Why contracts, IP, and compliance are make-or-break for scaling How a great legal team can help you negotiate better deals and partnerships Real-world examples of legal strategies that fuel business growth.We're also thrilled to announce that Joelson is now the official sponsor of Brand Growth Heroes, continuing their commitment to empowering founders with the knowledge and legal support they need to scale successfully.So tune in to learn why legal expertise isn't just about risk mitigation—it's can actually be a strategic weapon for scaling smarter and faster, if you're smart!Useful Links:Joelson websiteJoelson LinkedInPaul Chiappe LinkedInPhil Hails-Smith LinkedInIf this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, this small gesture will be truly appreciated.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and our YouTube channel!Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.=============================================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner. With long term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. Finally, as an almost all-female team here at BGH, we're especially impressed by Joelson's commitment to championing female founders in CPG. If you'd like to get in touch to find out more, why don't you drop them a line on hello@joelsonlaw.com!Joelson - we're delighted to have you on board.==============================================

In this episode, Fiona Fitz chats with Richard Peake, Managing Director of Merchant Gourmet and one of the rare non-founder guests to grace our show. When Richard entered the role, Merchant Gourmet was a £15 million business. Fast forward four years, and the company has doubled its revenue to £30 million. Bold innovations, a revamped product range, and strategic market expansion have powered this incredible growth. Our conversation delves into the power of innovation and the importance of staying ahead of consumer trends. Richard shares invaluable lessons in new product development (NPD). One particularly fascinating theme we covered was servant leadership—how Richard and his team drive Merchant Gourmet's growth by empowering their people and focusing on purpose.Additionally, we explore how export markets present an exciting new frontier for brands looking to scale. It was also refreshing to hear Richard admit that even seasoned professionals can find brand positioning a challenge. So, if you've ever struggled with getting it just right, you're in good company!Enjoy the episode, and as always, let us know your thoughts!============================================================= Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm =============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers. But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner. So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place...so thanks Joelson - we're delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line on hello@joelsonlaw.com!==============================================If this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a reviewYou won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

In the latest episode of Brand Growth Heroes, Fiona Fitz sits down with Craig Allen, the founder of Gold Standard Nutrition (GSN), who joins us from Selby, York. GSN has become a standout brand for its high-quality, healthy, and convenient frozen meals that taste amazing!At just 21, Craig launched GSN with a bold vision, growing it into a multi-million-pound business—all without any external funding.The idea for GSN was born 12 years ago during a family outing to a local Chinese restaurant with his Dad. That “light bulb” moment set Craig on a pathway to create a brand that thrives today as a case study in profitability, brand growth, and focused strategy.In this episode, Craig shares the triumphs and challenges of his entrepreneurial journey, highlighting how staying true to his vision and focusing on overlooked market opportunities propelled his success. Enjoy!Useful Links:Craig Allen LinkedInGSN websiteGSN FacebookGSN InstagramKey TakeawaysSpotting a Market OpportunityCraig reveals how he identified a gap in the high-protein, healthy frozen meals market and turned it into a thriving business.The Bootstrapping JourneyBuilding GSN without external funding wasn't easy. Craig discusses the challenges and rewards of starting and scaling a business from scratch.Hard Lessons in BusinessAn early hurdle forced Craig to downsize his team, teaching him valuable lessons about thoughtful growth, self-belief, and sound financial planning.Cash flow management became a critical takeaway after hard-won experiences.Staying Focused in EntrepreneurshipCraig's journey underscores the importance of adaptability, clarity of vision, and self-belief, even when navigating competitive pressures.The “Where-to-Play” StrategyGSN thrives by serving underserved markets—like police stations, gyms, and universities—rather than competing directly in crowded grocery aisles. This strategic focus has been a cornerstone of the brand's growth and scalability.Responding to Market NeedsGSN's rebrand from Goldstein Nutrition to GSN reflects a strategic pivot to resonate with mainstream audiences. This move expanded its appeal beyond bodybuilders, championing an inclusive vision for healthy eating.Looking Ahead: GSN's Future Growth PotentialCraig's commitment to “doing things properly” underpins the brand's success, and he shares exciting plans for the next phase of GSN's journey.If this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.The Brand Growth Heroes Mini MBA Powered by Alantra has opened (Jan 6th) - apply here!Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS

In this latest episode of Brand Growth Heroes, we're over the moon (as always) to welcome back one of our favourite guests, Ben Greensmith, Country Manager for the UK and Ireland of Tony's Chocolonely.Since we last chatted to Ben on the show, Tony's Chocolonely has not only achieved impressive sales growth in the UK but has also made remarkable strides in driving positive change within the cocoa industry.In this episode, Ben and Fiona dive deep into the progress Tony's Chocolonely has made, covering:Their growth and performance and market share in the UKExciting new product launches and brand innovationsBut most importantly, the impact of Tony's Open Chain on the Cocoa industry.We also discuss the brand's unique approach to marketing, including:The learnings from their Advent Calendar launchThe UK Sweet Solutions campaign that captured media attentionBalancing awareness of critical cocoa supply chain issues with Tony's playful tone of voice—all while reminding consumers just how delicious their chocolate tastesWhat's happening next?Useful Links:Tony's Chocolonely WebsiteTony's Chocolonely LinkedInBen Greensmith LinkedInFollow Tony's Chocolonely on InstagramFollow Tony's Chocolonely on FacebookIf this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.If you find Brand Growth Heroes episodes useful, then imagine spending 12 weeks on a Mini MBA programme run by host Fiona Fitz: The Brand Growth Heroes Mini MBA 2025 powered by Alantra will be open for applications on January 6th.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

In this latest episode, we're diving into the remarkable story of Scott Davies, the visionary Welsh founder of Hilltop Honey. From an early career as a bricklayer and coal yard worker to building a £50M business (number two in the market) and designing and building his own 55,000 square foot factory, Scott's story is a testament to resilience, innovation, and an unyielding passion for bees and business!Scott takes us behind the scenes of Hilltop Honey's unlikely start and rise to success, sharing his experiences and the strategies that have helped him overcome challenges and achieve incredible growth. It's packed with inspiration for founders, dreamers, and anyone looking to turn adversity into opportunity. If you are interested in understanding what it takes to grow and lead a business of this size, then this is an episode for you.By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION. You can ask Fiona Fitz a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know!Useful links:Hilltop Honey WebsiteScott Davies LinkedInInstagramFacebookAND ... if this episode inspires you to think about new ways to drive business growth, PLEASE click FOLLOW or SUBSCRIBE and leave a review. You don't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciatedPlease don't hesitate to join our Brand Growth Heroes community to keep learning from the founders of challenger brands who are thinking differently about growth: Follow us across our BGH socials: LinkedIn, Facebook, Instagram and X.Sign up for the latest news and information on theBrand Growth Heroes Mini MBA here.Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

We are thrilled to welcome back Irish entrepreneur Gary Lavin, the founder of VITHIT Drinks. VITHIT is brand that's seen incredible growth in recent years, establishing itself as a leader in the vitamin water in the UK and Ireland. With an £80 million run-rate in 2025, and multiple international markets, VITHIT is now a global player to be reckoned with.But, like so many others, the real story here lies in founder Gary's relentless journey - one that that transformed a small idea into a business that knocked global brands such as Vitamin Water from off their perch in the UK, in the space of just a few years.And Gary Lavin isn't just a guest; he's one of Fiona's oldest friends in business. He joins us to share his story of resilience, taking on industry giants, navigating new markets, and building a brand with a laser focus on innovation and grit.And if you're interested in hearing more, we've just re-released our first interview with Gary from four years ago as a companion to this episode. So, if you're listening now, consider this episode, part two of the VITHIT story! LINK PART ONE If this episode inspires you to think about new ways to drive business growth, PLEASE click FOLLOW or SUBSCRIBE and leave a review. You don't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.Useful links:WebsiteGary's LinkedInVITHIT LinkedInInstagramFacebookBy the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION. You can ask Fiona a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know!Please don't hesitate to join our Brand Growth Heroes community to keep learning from the founders of challenger brands who are thinking differently about growth.Follow us across our socials: Brand Growth Heroes on LinkedIn, Facebook, Instagram and X.Sign up for the latest news and information on the Brand Growth Heroes Mini MBA here.Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

VITHIT: This episode is the first in a 2-part series where we dive deep into the journey of the leading vitamin water in the UK and Ireland, through the eyes of its Irish founder, Gary Lavin. VITHIT is a brand close to my heart, because the branding was designed by my truly talented brother and best friend, Dave of Dave Fitz Design, a boutique brand design agency in Dublin. VITHIT is a great example of a winning brand that has taken it's time to learn, grow and get to a category leadership position, but where it hasn't happened over night, and there have been plenty of challenges overcome along the way.In this episode recorded a few years ago, you'll learn Gary's secrets to getting the brand to 30 million pounds in sales through his tenacity and hands-on approach, and in the next episode - which will be released straight after this one - we catch up with Gary in real time (November 2024) to find out how he's managed to hit a run-rate of £80m in global sales for 2025! 

Ever been embarrassed at the till buying condoms?! This week, Fiona Fitz is joined by Farah Kabir and Sarah Welsh, the brilliant duo behind HANX, a scaling challenger brand in the sexual wellness category.Farah and Sarah turned an awkward personal experience into a market-leading company by spotting a glaring gap in the female-focused sexual health market. They've now built a brand that, although it started in condoms, has evolved to support women throughout all stages of their lives, addressing the various ways that women's bodies change and show up at different ages.They're securing distribution in major retailers like Boots, Tesco, and Sainsbury's and are even making waves in the U.S. with Urban Outfitters.HANX is evolving beyond just being a condom brand—it's becoming a comprehensive women's health and wellness brand.So why not see how it's done in a category that might be very different from the one you operate in?  Note: Sarah was moving between locations during the recording, so you might notice video and sound quality changes throughout the episode.By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION.You can ask Fiona a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know!Useful linksHANX websiteHANX LinkedInFarah Kabir LinkedInSarah Welsh LinkedInIf this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us across our socials: Brand Growth Heroes on LinkedIn, Facebook, Instagram and X.Sign up for the latest news and information on the Brand Growth Heroes Accelerator Programme here.Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

We're thrilled to welcome back Fuel 10k founder Barney Mauleverer for his third appearance on Brand Growth Heroes. Barney's just wrapped up an incredible 13-year journey with Fuel 10K, and he's here to chat about the grit and patience it takes to build and sell a company. Trust us, if you're a founder facing your own hurdles, you'll want to tune in for this one!Barney's story shows that success isn't always about sprinting to the finish line. Sometimes, it's more like running a marathon. Every experience, good or bad, plays a part in the big picture. His journey is super-inspiring for founders out there, reminding us that there is something to learn from every experience - even the not-so-glamorous stuff like factory floor checks!But wait, there's more! Barney's also spilling the beans on his latest venture. He's just launched the 'FUTURE OF FOOD competition, a cool competition for entrepreneurs who are shaping what we'll be eating tomorrow (unusually, it's free to enter and attend). The final round will be held on November 26th at the stunning venue: The Royal Geographic Society - 16 finalists pitch to win in front of food industry luminaries, with an audience of entrepreneurs, investors, buyers and journalists. I'm lucky enough to be a judge on the day, so come and say hello!Thank you, Barney, for shining a light on the future of the industry/market/how we will feed ourselves. We hope you enjoy this episode and will join us on the 23rd November - register to attend here!By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION.You can ask Fiona a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know!Useful links/info:Future Food Competition info hereRegister to attend hereBarney's LinkedInThe Future of Food Competition is a free, fully inclusive, not-for-profit event. Amidst significant global changes and rapidly evolving megatrends, this challenge shines a spotlight on opportunities and issues in the food industry. By encouraging debate, entrepreneurialism and innovative thinking, we seek to drive progress and positive change. We hope this event becomes a regular highlight in the calendar for everyone passionate about investing in food entrepreneurship.Here's the running order:12am – Attendees arrive and network12.45 – Doors shut13.00 – Setting the scene...Mike Berners-Lee – author of There Is No Planet B and How Bad Are Bananas & passionate expert in Carbon Footprinting.Pen Hadow – Arctic record-breaker and conservationist dedicated to protecting the seas and its wildlife.Kevin Dorren is an AI enthusiast and shifting populations specialist.14.30 - All attendees circulate the Pitch Tables15.30 - Judges preside & with a Popular Vote, and select 3 of the bestMiranda Ballard from NielsenIQ uses case study data to explain how entrepreneurial endeavour can impact big business.16.00 – 3 top finalists invited to pitch in the iconic Ondaatje Theatre + Q&A16.45 – Judges & Popular Vote (Strictly style!) Gold, Silver, Bronze are announced & prizes awarded17.00 - It's a wrap!Future Food Competition info hereIf this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us across our socials: Brand Growth Heroes on LinkedIn, Facebook, Instagram and X.Sign up for the latest news and information on the Brand Growth Heroes Accelerator Programme here.Thanks to my Sound Engineer, Gyp Buggane,Ballagroove.comand podcast producer/content creator, Kathryn Watts,Social KEWS

In this latest episode of Brand Growth Heroes, Fiona sits down with the inspirational human being Ruby Raut, the founder and CEO of WUKA (Wake Up, Kick-Ass), to discuss her remarkable story from growing up in Nepal, where menstruation was shrouded in taboo, to creating a brand that is revolutionising the Fem Care category, and giving dignity back to girls and women every month.Ruby's background in environmental science and her passion for sustainability inspired her to create WUKA, a brand offering sustainable, leak-proof period underwear that drives positive change in the Femtech space.Ruby highlights WUKA's incredible milestones, from becoming the first period underwear brand to hit supermarket shelves in the UK to successfully campaigning to remove VAT on these essential products.She opens up about the grit and determination it took to bring her ideas to life, from cleaning toilets at the 2012 Olympics to founding a pioneering company.What we loved learning in this episodeA world-class example of how authentic business purpose can inspire true innovation and customer loyalty.Insights into the process of developing sustainable productsHow focusing on a single SKU instead of a complete range can keep things simple - for you and for your shopperPractical advice for entrepreneurs on overcoming challenges, keeping costs down, and focusing on social impact.Find out today how and why Ruby Raut is reshaping the future of period care for millions.By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION.You can ask Fiona a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know!Useful linkshttps://www.linkedin.com/in/ruby-raut-49987b58/WUKA websiteIf this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us across our socials: Brand Growth Heroes on LinkedIn, Facebook, Instagram and X.Sign up for the latest news and information on the Brand Growth Heroes Accelerator Programme here.Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

Listen and learn from Joanna Jensen, the founder of Child's Farm!This multi-award-winning natural skincare brand was founded (like 99% of businesses born to female founders) from Joanna's own need for something that didn't exist in the category at the time: a bath time solution for her child with medically diagnosed eczema.Created in 2010, Childs Farm was the number-one brand in the category by 2019 (ahead of Johnson's Baby, Baby Dove, and Aveeno).Joanna scaled the business to £20 million and decided the time was right to source additional funding for growth, but instead sold to PZ Cussons, which owns brands Imperial Leather, St Tropez and Carex.She describes herself as a driven workaholic, but she is also a brilliant mentor and advocate of female founders and female-founded businesses. She is also an investor in some of the businesses we've had on the show, including Freya Bone Broth and Hunter and Gather (look for their episodes on the show page of your favourite podcast player)During their chat, Joanna gives us many of what Fiona calls "those £500k ‘aha' moments", including advice on margins, cash flow, when to hire and at what level, what to look for in your team, and more.Fiona's challenge - how do we all get to the point where we're clear that the solution we're offering doesn't exist out there? Then, we can enter any negotiation, whether with a buyer or an investor, and we feel just as confident as Joanna does.By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION! You can now ask Fiona a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know!Useful links:Childs Farm websiteChilds Farm InstagramChilds Farm FacebookEIS AssociationSeed Enterprise Investment SchemeStop It by comedian Bob NewhartIf this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us across our socials: Brand Growth Heroes on LinkedIn, Facebook, Instagram and X.Sign up for the latest news and information on the Brand Growth Heroes Accelerator Programme here.Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

$500M: OLIPOP explodes the USA Soda MarketJoin us for Fiona Fitz's recent conversation with OLIPOP Co-Founder & President David Lester, recorded live at the Bread and Jam Festival.OLIPOP Co-Founders David Lester and Ben Goodwin landed on the foundational recipe for “a new kind of soda”, redefining how consumers perceived the category. OLIPOP has successfully persuaded consumers to swap out sugary, familiar favourites for healthier alternatives.In colourful cans with vintage logos and fantastic flavours, OLIPOP aims to smash its target of $500 million in sales in 2024.Listen to this episode and find out how they've done it.David reveals:The eight-year journey behind OLIPOP's rapid growth, explaining that despite its apparent surge since the 2018 launch, the company actually underwent a crucial four-year trial process beforehand.The importance of balancing taste with health benefits and the rollercoaster of emotions that comes with being a founder.We all expected this interview to be about how he and Ben grew the business. In fact, David offers candid insights on ego, vulnerability, and the true meaning of success.If you are still alive then you are succeeding.Useful links:https://drinkolipop.com/Bread and Jam FestivalIf this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us across our socials: Brand Growth Heroes on LinkedIn, Facebook, Instagram and X.Sign up for the latest news and information on the Brand Growth Heroes Accelerator Programme here.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and our social media manager/podcast producer, Kathryn Watts, Social KEWS.

Sauce Shop Secrets Unveiled: Pam & James Digva on everything from building their own factory to getting a national listing in TescoIf you're ever wondering what it takes to own and run your own manufacturing facility, then this episode is for you.Brand Growth Heroes host Fiona Fitz has been tasting packaged food and beverage products as part of her job for over 25 years. When she first tasted Sauce Shop's lime and aioli sauce at the Alantra Fast 50 dinner, she knew she had to find out how it tasted so good.So, in this latest episode, Fiona chats with Sauce Shop's founders, Pam and James Digva, who explain exactly how they make products that taste just like they weren't made in a factory at ALL.They have well over 20 years of food manufacturing experience, and there are just so many nuggets in this interview that we can't wait to share with you.We talk about building your own manufacturing facility while still staying true to the craft, as well as the importance of a dedicated team you can rely on, especially in high growth and challenging times.During the chat, Pam and James reveal their latest listing in one of the UK's largest retailers. Stay tuned until the end, as this source (sauce!!) of growth will really inspire you.Useful links:Sauce Shop® | UK Made Hot Sauce, BBQ Sauce & Ketchup | 35+ varieties(27) James Digva | LinkedIn(27) Pam Digva | LinkedInSauce Shop | FacebookSauce Shop (@sauce_shop) • Instagram photos and videos(31)Sauce Shop (@sauceshop) | TikTokIf this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!You won't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us across our socials: Brand Growth Heroes on LinkedIn, Facebook, Instagram and X.Sign up for the latest news and information on the Brand Growth Heroes Accelerator Programme here.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and our social media manager, Kathryn Watts, Social KEWS.

Episode 69: Freja Foods, Founder Ed ArmitageHow to Hit a £10m Run Rate in 3 Years!In this latest episode, Fiona talks to Ed Armitage, founder of Freja Bone Broth, who shares the secrets behind his award-winning, digital-first, scaling food business. With a vision to become Europe's No. 1 bone broth brand, you'll hear how husband and wife team Ed and Jess built a multi-million-pound brand in just over three years - during extremely difficult economic conditions. Investors like Harry Cain, the ex-MD of innocent smoothies Giles Brook and the ex CEO Unilever Paul Polman, have all invested in the business, find out why here!By the way, we do a quick-fire Q&A at the end, and Ed is incredibly generous with his tips on how to grow a Direct-to-Consumer (DTC) brand profitably, so make sure you stay around and don't miss these valuable nuggets.Here are the top 5 things you will learn from this episode:How Ed and Jess have built a business that turned over £1M in the first four weeks of 2024 alone!Why Harry Cain, the ex-MD of innocent smoothies Giles Brook ex CEO Unilever have all invested in the businessHow a digital-first brand allows them to avoid the gate-keepers that make business hard in retail groceryHow to overcome the challenges that most consumer brand startups face Ed's 'turnover per full-time employee' Rule of thumb' that steers you on how many people to employ I hope you enjoyed this episode and that it has helped you and your business in some way! If it has, please hit FOLLOW to subscribe and keep an eye out for the next episode, where I'll talk to another successful founder of a challenger brand who will share more valuable insights into driving growth. Your FOLLOW makes a big difference to me and to my business, thank you.Click the Follow button beside Brand Growth Heroes by finding it on your favourite podcast app here.Useful links:Freja's WebsiteFind the founders on LinkedIn: Jessica Higgins & Ed ArmitageFreja on InstagramFreja on FacebookPlease don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success! Follow us on social: Brand Growth Heroes on LinkedIn, Facebook, Instagram, X and TikTok.Sign up for the latest news and information on the Brand Growth Heroes Accelerator Programme here.Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and my producer, Kathryn Watts, Social KEWS. ★ Support this podcast on Patreon ★

Founder Barney Mauleverer describes Fuel10k as 'a 12 year overnight success'In Part 2 of our two part series covering the growth journey & sale of the protein breakfast brand Fuel10k to Premier Foods, learn: The three reasons that Fuel10k was the perfect fit for Premier Foods already impressive national brand portfolio It Fuel10K 10 years to get to £10 million in revenue but 2.5 years to do the next £10 million £10 million turnover is the magic number: the figure at which your P&L and growth trajectory to change for the better Why Fuel10K NEVER had an injection of big bucks & why they wanted to grow their business the old-fashioned way The role of Student Reps working in, in universities as part of their field sales and marketing team Why it's never too early to build relationships with the M&A advisory world One of Barney's key talents is putting the right people in the right roles Why Barney and his co-founders gave 1 years salary to those employees who had been in the business for over 2 years. A favour! Could you #Payitforward?I really hope that you enjoyed this episode & that it has helped you in some way!If so, would you take 3 mins to click FOLLOW on your podcast app, as well as leave a review?This small gift from you has a big impact on me ... and on MY business.Thank you

Barney Mauleverer cut his teeth in food and drink during the front five years of early stage Innocent Drinks. Leaving in 2006 as European Manager, Barney sought a more entrepreneurial route of his own and set up food brand exporting company Fresh Marketing with pal Alex Matheson.This episode was recorded in 2020, but Fuel 10K was already found on the shelves of supermarkets in the UK and some European, Middle Eastern and SE Asian countries, and turning over £12M at retail sales value.Listen to how Barney and his team built the Fuel 10K business, and in the next episode launching soon, we'll explore what it took to sell the business to Premier Foods. ★ Support this podcast on Patreon ★

COOK is an award winning frozen meals company based in the UK.  It's impressive turnover of £130M comes from its it 98 retail stores and 1000 concessions that it supplies from its own manufacturing facilities.  Yet some 28 years from inception, the business STILL doesn't sell to any major UK grocery retailers!Founder Ed Perry tells me how he has managed to keep the business 100% privately owned, how their passion for creating a great company culture plays a central role in what they do, and how- to achieve their mission- they still cook using the same ingredients and techniques that a good cook would use at home in orderHere are the top 5 things you'll learn : COOK started with just 1 store in 2006, and now has over 1600 employees and a turnover of £130M...yet is still 100% privately owned! How COOK's core brand promise is the driving force behind their success How the company's RAW TALENT program strives to help people rebuild their lives and contribute positively to society Why Ed advises believes you have to measure your company culture How building a business for the long term can give you the freedom to make decisions that can lead to better outcomes for society as a whole A favour! Could you #Payitforward?I really hope that you enjoyed this episode & that it has helped you in some way!If so, would you take 3 mins to click FOLLOW on your podcast app, as well as leave a review?This small gift from you has a big impact on me ... and on MY business.Thank you

I've been in love with the bright, punchy and delicious Rude Health brand since it launched in 2006. Originally a muesli business, Rude Health's revenue now comes predominantly from alt. milks, although this is something Camilla never would have imagined when they first launched them!A well-known and much-loved brand in 4 major markets, Rude Health is admired for it's brightly coloured boxes and cartons which inject joy into mornings across the U.K, Portugal & Benelux.Co-founder Camilla Barnard began the business 18 years ago with her ex-husband, with the intention of making healthier eating a celebration, not a sacrifice for as many people as they could. Compared to the expectations of many founders starting out today, you could say that the business has grown relatively slowly, however there's a massive upside to this: Rude Health is still over 90% privately owned, with their only 'major' minor shareholder being....PepsiCo! Here are the top 5 things you'll learn : Camilla didn't know much about running a product-based business, let alone a food business, before she started, and why this mattered. How Rude Health's earliest vision was always MASSIVE: to make healthy eating a celebration, not a sacrifice. How Camilla is obsessed asking the right questions to her shoppers, consumers and retail buyers, and learn how you can do this too.  What the brand-design process for the Rude Health brand looked like, in detail. What the 'clothing' your brand wears says about it in terms of when and how to use it, and whether it's for you or not... Why Rude Health has chosen to play mainly in Grocery Retail and not Online  How Rude health split their marketing budget now vs. 3 years ago The role of new product development in their business and how this has changed over time How to recruit the right people for your business - is it skill, experience or mindset? Could you #Payitforward? If you enjoy this episode & it has helped you in some way, will you take 3 mins to leave a review on your podcast app? This small gift from you has a big impact on me ... and on my business. Thank you

"What is Susan who's 40 talking about with her friends when she picks the kids up from school? Or what is Dave who's 50, who's a builder, sharing in his WhatsApp group? What kind of videos are you sharing that you're seeing online? Or what kind of TV shows are they watching and talking about with their friends?'Subscribe now by hitting the followbutton beside Brand Growth Heroes on your podcast app.As a rule, I don't interview marketing agencies on Brand Growth Heroes, but I made an exception when I reached out to our next guest. Dan Knowlton is one half of Knowlton, a digital and social media market agency that has me in stitches with the videos they create and post on LinkedIn. If you don't follow them yet, I suggest you do.Both Dan and his brother Lloyd Knowlton are hilarious. But why is this of value to you? Well, since I interviewed Jake Carls of Midday Squares and then Teddy and Marissa of Perfect Ted a few episodes ago, I've been exploring how the concept of advertainment works and why it's way more important to you as a grocery brand leader than just posting product shots.Dan knows way more about advertainement than I do, so I thought a good chat with him would be of real value to us all.Here are the top 5 things you'll learn : How to truly understand your Target Audience, in a way you never have before How to Connect with What Really Matters to your Audience How to Trigger their Emotions How to Build Trust and Overcome Objections  Where to Allocate your Budget in your marketing funnel Please leave a review on your podcast app if you enjoyed this episode!Don't miss your favourite brands talk about how they grew their inspirational businesses!Click the Follow button beside Brand Growth Heroes on your podcast appFollow Brand Growth Heroes here on Instagram, Tiktok, LinkedinBecome part of the Brand Growth Heroes community! Sign up here for news and information on Brand Growth Heroes Accelerator ProgrammeEmail Fiona for a 1-1 session: fiona@fionafitzconsulting.comSee how Fiona can group-coach your senior commercial and marketing teams internally: Fiona Fitz Consulting ★ Support this podcast on Patreon ★

ODDBOX is a D2C (Direct-to-Consumer) BCorp business with a bold vision: a world where all food grown is eaten. Husband & wife team Deepak Ravindran and Emilie Vanpoperinghe founded the business 8 years ago, and have allowed their passion for sustainability to design their clever business model.ODDBOX delivers boxes of fruit, vegetables, and other products that are at risk of waste to their 500,000 D2C customers. Working closely with growers and suppliers, they originally focused on produce that may not meet cosmetic specifications or size requirements set by retailers but is still perfectly good to eat. In this episode, they share their journey from coming up with the idea for ODDBOX and testing it with 20 customers, to eventually growing the business to £32 millionYou'll learn : How they started their business packing ODDBOXes in a local church hall How they accessed the cash to fund their spectacular growth The importance of their relationships with growers, managing the supply chain and ensuring excellent customer experience Their plans for future growth, including their recently launched ODDSHOP and ODDBOX-branded consumer packaged products How they implemented geo-targeted marketing strategies, focusing on driving demand in the specific areas where they were delivering their boxes. Why traditional marketing methods like leaflet distribution through door-to-door worked well for them Their thoughts and experience of the effectiveness of influencer marketing but later found it to be successful in building awareness and trust. Don't miss your favourite brands talk about how they grew their inspirational businesses!Click the Follow button beside Brand Growth Heroes on your podcast app Follow Brand Growth Heroes here on Instagram, Tiktok, LinkedinBecome part of the Brand Growth Heroes community!Sign up here for news and information on Brand Growth Heroes Accelerator ProgrammeEmail Fiona for a 1-1 session: fiona@fionafitzconsulting.comSee how Fiona can group-coach your senior commercial and marketing teams internally: Fiona Fitz Consulting ★ Support this podcast on Patreon ★

Get ready for a dose of entrepreneurial truth bombs as the vivacious trailblazer, Amelia Christie-Miller, spills the beans on one of the blunders she made whilst venturing towards business triumph! Bold Bean Co. YOU too can be featured on Brand Growth Bloopers! Just send me a WhatsApp on +447418605547 and tell me the following: Your name Your brand website and Instagram handle A quick outline of your brand growth blooper, for example, 'manufacturing disaster, wrong ingredients' or 'no laptop power at a Tesco buyer meeting' etc What's in it for you? If you are chosen to feature on the show, you'll have the opportunity to share your brand growth blooper story as well as sharing your website, instagram and LinkedIn handles to thousands of listeners around the world. You could even do what Simona Deifta did in one of our first bonus episodes, and share a coupon code so that listeners can buy your product with an exclusive discount! So that you don't miss your favourite brands talk about how they grew their inspirational businesses,click the Follow button beside Brand Growth Heroes on your podcast app (on apple podcasts it's three dots like this (...)Follow Brand Growth Heroes here on Instagram, Tiktok, LinkedinBecome part of the Brand Growth Heroes community!Sign up here for news and information on Brand Growth Heroes Accelerator ProgrammeEmail Fiona for a 1-1 session: fiona@fionafitzconsulting.comSee how Fiona can group-coach your senior commercial and marketing teams internally: Fiona Fitz Consulting ★ Support this podcast on Patreon ★

 As the founder or leader of a grocery brand, have you ever thought it would be GREAT to pool your central costs with other brands like yours?Follow Brand Growth Heroes here on Instagram, Tiktok, LinkedinI certainly considered it when I was launching GU Chocolate Puds in France years ago, and as a result,  I created a shared field sales team with Innocent France for the French market, and it was certainly something worth doing for the period of time it worked for both businesses. I wanted to explore what this looks like today, so in this next episode, I talk to Ben Arib, founder of Rebel Kitchen, and more recently Nurture Brands, a cohort of eight better-for-you brands - Rebel Kitchen & Myracle Kitchen, Primal Pantry, Doisy & Dam, Emily, Jax Coco, Indie Ba - that share the same platform (and equity) in order to mutualize a lot of their costs. Ben explains how the Nurture Brands' shared model works, why he started it, and all the economics behind it.So that you don't miss the leaders of your favourite brands talk about how they grew their inspirational businesses, click the Follow button beside Brand Growth Heroes on your podcast app (on apple podcasts it's three dots like this (...)Become part of the Brand Growth Heroes community!Sign up here for news and information on Brand Growth Heroes Accelerator ProgrammeEmail Fiona for a 1-1 session: fiona@fionafitzconsulting.comSee how Fiona can group-coach your senior commercial and marketing teams internally: Fiona Fitz Consulting ★ Support this podcast on Patreon ★

Renée Elliott is the original founder of much-loved UK organic retailer Planet Organic...and now she's back: to rescue the business out of administration. At the time of recording, we are 3 weeks into this rescue deal. All the latest insider info is right inside this episode, along with some invitations to suppliers to join Planet Organic on their new journey, as well as information on Renée's upcoming women's retreat (www.womentree.uk). ★ Support this podcast on Patreon ★

Have you ever messed up and felt like you were the only founder in the world to make such a stupid mistake? Simona Deifta, female powerhouse and founder of the brilliant sauces and dressings Nojo London, shares one of the biggest brand growth bloopers she's made along the way to getting national listings with Ocado, Co-Op, Wholefoods and Amazon.YOU can be featured on Brand Growth Bloopers! Just send me a WhatsApp on +447418605547 and tell me the following: Your name Your brand website and Instagram handle A quick outline of your brand growth blooper, for example, 'manufacturing disaster, wrong ingredients' or 'no laptop power at a Tesco buyer meeting' etc What's in it for you? If you are chosen to feature on the show, you'll have the opportunity to share your brand growth blooper story as well as sharing your website, instagram and LinkedIn handles to thousands of listeners around the world. You could even do what Simona did, and share a coupon code! So that you don't miss your favourite brands talk about how they grew their inspirational businesses, click the Follow button beside Brand Growth Heroes on your podcast app (on apple podcasts it's three dots like this (...)Follow Brand Growth Heroes here on Instagram, Tiktok, LinkedinBecome part of the Brand Growth Heroes community!Sign up here for news and information on Brand Growth Heroes Accelerator ProgrammeEmail Fiona for a 1-1 session: fiona@fionafitzconsulting.comSee how Fiona can group-coach your senior commercial and marketing teams internally: Fiona Fitz Consulting ★ Support this podcast on Patreon ★

Hear how Marisa and Teddy learned from their big-green-explosion-mistake, whilst preparing for their first-ever show - the London Coffee Festival!If you'd like the chance to be featured on Brand Growth Bloopers, please send us a WhatsApp on +447418605547 and tell us the following: Your name & email address Your brand website and instagram handle A quick outline of your brand growth blooper, for example 'manufacturing disaster, wrong ingredients' etc If you are chosen to feature on the show you'll have the opportunity to share your brand with our audience including what you make, who you're for, and your website, instagram and LinkedIn handles. Every brand that is featured on the Brand Growth Blooper bonus episodes will go into a draw with the chance to win a place on the next Brand Growth Accelerator programme (formally The Growth Strategy Programme) in October 2023. Click the Follow button beside Brand Growth Heroes on your podcast app (on apple podcasts it's three dots like this (...) Follow Brand Growth Heroes here on Instagram, Tiktok, LinkedinBecome part of the Brand Growth Heroes community!Sign up here for news and information on Brand Growth Heroes Accelerator ProgrammeSee how Fiona's group coaching programmes can help develop your senior commercial and marketing teams internally: Fiona Fitz Consulting  ★ Support this podcast on Patreon ★

Perfect Ted, the natural energy drinks brand powered by matcha green tea, has taken the UK food and drink industry by storm. Despite launching just 18 months ago, Marisa, Teddie, and Levi have grown their business to a run-rate of £5M, secured a national listing with Tesco UK across three different in-store categories, and even won offers from all five dragons on Dragon's Den. What's more, they've accomplished this by successfully taking a niche ingredient that they are passionate about into the mass market.Make sure you get the latest from Brand GrowthHeroes -> Click the follow or ...  dropdown button beside Brand Growth Heroes on your podcast app now!  You can also follow Brand Growth Heroes here on Instagram, Tiktok and Linkedin.In this episode, Marissa and Teddie chat with Fiona about their journey to success. They discuss the biggest mistakes they've made, how they struggled with positioning their brand and the role of matcha, and how they ultimately hit on the winning solution through their work on The Growth Strategy Programme. They emphasize the importance of focusing on product benefits rather than just ingredients and reveal the advice they would give to any founders preparing for a pitch to investors, buyers or Dragons!The duo also share their experience on Dragon's Den and how it was by far the biggest risk they've taken to date. They talk about the impact the show has had on their sales, and the personal investment necessary to grow their business. Additionally, they discuss the benefits of having a strong multi-channel customer base and reveal how they secured their first Michelin star listing.Finally, Marisa and Teddie answer the question everyone wants to know: what it's like to have Dragon and serial entrepreneur Steven Bartlett as a mentor!!Tune in to hear their inspiring story and valuable insights into building a successful brand.Become part of the Brand Growth Heroes community! Sign up here for news and information on Brand Growth Heroes Accelerator ProgrammeEmail Fiona for a 1-1 session: fiona@fionafitzconsulting.comSee how Fiona can help develop your commercial and marketing teams internally: Fiona Fitz ConsultingPerfect Ted InstagramPerfect Ted TiktokPerfect Ted websiteTeddie LinkedinMarisa Linkedin ★ Support this podcast on Patreon ★

Mid-Day Squares is the Canadian functional chocolate sensation that EVERYONE in the food and drink industry is talking about.Click the subscribe or 'bell' button beside Brand Growth Heroes on your podcast app to make sure you get the latest from Brand Growth Heroes podcastFollow Brand Growth Heroes on Instagram, Tiktok, LinkedinLaunched in 2018, this family-led business is planning to disrupt the $8 billion dollar health bar market in the USA. But they're also disrupting what Food & Bev marketers define as best practice, in terms of approach to Social Media!Forbes 30 under 30 co-founderJake Karls talks Fiona through: How he, his sister Lezlie and brother-in-law Nick had been 'swinging and missing' with other startups before Mid-Day Squares was conceived... How they ended up with such a great product market fit... How they decided on the 1 MASSIVE way the brand would 'show up' to the world... How they built the momentum, energy, and hype that means their product is PULLED off shelf... Why an understanding of the entertainment world - and story-telling-  is so important to marketers.... Why Jake didn't originally want to get involved in this family business... His pitch for the brand to 'show-up' as a blend of the best of The Kardashians, the best of Shark Tank, and the best of Elon Musk... How to break through the biggest barrier to every F&B business -  the 'Attention Barrier'... How you need to be unapologetically yourself, even if 50% of people are going to dislike you... The 3 things you need to tell an amazing story... The three pillars around which the Mid-Day Squares business is organized... How therapy has been the answer to help them run the business successfully... How they personalized their relationship with their consumers in the early days, and how they continue to do that at scale... Want to work with Fiona?Email Fiona for a 1-1 session: fiona@fionafitzconsulting.comSee how Fiona can help develop your commercial and marketing teams internally: Fiona Fitz ConsultingMid-Day Squares InstagramMid-Day Squares Tiktok ★ Support this podcast on Patreon ★

Click the subscribe or 'bell' button beside Brand Growth Heroes on your podcast app to make sure you get the latest from Brand Growth Heroes podcastFollow Brand Growth Heroes on Instagram, Tiktok, LinkedinCPG Founders: Want to know the secret *three NEW must-haves* that investors are insisting on in the current economic climate?Verlinvest is the investment company behind your favourite insurgent brands like Tony's Chocolonely, Oatly, Mutti, Vita Coco and Who Gives a Crap. Their investment - and their team - is helping to build some of the world's largest consumer brands. In this episode (recorded a few months back), I speak to Director Ben Black and I get some top advice for founders looking for funding.But most importantly...we'll let you in on a secret: There are THREE NEW THINGS that investors are looking for in today's economic climate. These are not listed here, you're going to have to listen to the show!And as a bonus…you'll also learn: At what point in time do you need to be showing profitability in your business plan? What a consumer revolution is and why it matters What Fiona means by 'understanding your consumers' ‘inflation-friction'  and why it's KEY What VCs actually DO to help founders other than offer money How you know that you're not trying HARD enough.... I hope you enjoy this latest episode and learn as much as I did recording it!Want to work with Fiona?Email Fiona for a 1-1 session: fiona@fionafitzconsulting.comSee how Fiona can help develop your commercial and marketing teams internally: Fiona Fitz Consulting ★ Support this podcast on Patreon ★

As the founder of Veganuary, Veg Capital, Vegan Fried Chick*n or VFC,  and most recently a new venture capital fund called Sentient Ventures,  Matthew Glover is a business activist and a serial founder whose initiatives have contributed significantly to the changes we are all experiencing in how we eat today.(Follow Brand Growth Heroes on Instagram, Tiktok, Linkedin) In this episode, Matthew shares how he left his career in double-glazing to fight animal cruelty; the exact steps he and his wife took to create the Veganuary movement and, arguably, how it has been the tipping point for the plant-based revolution in our eating habits and in the food industry today. He also tells us why he's made the decision to 'invest in growth up-front' in the VFC (Vegan Fried Chick*n) brand. Finally, we learn about his venture capital businesses - Veg Capital and Sentient Ventures, including what they look for when evaluating new investments. I hope you enjoy this latest episode and learn as much as I did recording it! Get Fiona on your brand team here: The Growth Strategy Programme and Fiona Fitz Consulting Click the subscribe or 'bell' button beside Brand Growth Heroes on your podcast app to make sure you get the latest from Brand Growth Heroes podcast ★ Support this podcast on Patreon ★

If you work in the food industry, you need to start swotting up on this subject area: **Regenerative Agriculture** (Follow Brand Growth Heroes on Instagram, Tiktok, Linkedin)Wildfarmed is a regenerative food brand bringing together farmers, food businesses and consumers to build the largest soil and biodiversity restoration programme on British arable land. But uniquely, they are making delicious food grown in healthy soils widely available to the high street customer, whilst guaranteeing a stable price committed to the farmer who makes the transition to regenerative practices.Fiona speaks to Edd Lees, who along with Andy Cato of Groove Armada and George Lamb, is one of the co-founders of this revolutionary new business. Founded in 2018, Wildfarmed's overriding premise is to 'fix the planet by fixing food'. Wildfarmed prioritises soil health and never uses pesticides, herbicides or fungicides, so the land is left rich for future harvests. This in turn ensures that any Wildfarmed loaf of bread will always be chemical-free and nutrient-dense. There are now 40 farmers growing under contract with Wildfarmed (with an ever-growing waitlist), representing a staggering 1% of British arable land.Wildfarmed's first ever bakery partner was Jolene in Newington Green, London and soon Pizza Pilgrims, HIDE, Twelve Triangles, all joined the movement. They're now up to a total of nearly 230 customers who bake, cook and educate consumers through using Wildfarmed flour.If you work in the food industry, how can you engage with regenerative farming practices?Find out more about Wildfarmed here. and on mob hereGet Fiona on your brand team here: The Growth Strategy Programme and Fiona Fitz ConsultingDon't miss further episodes! Click the subscribe or 'bell' button beside Brand Growth Heroes on your podcast app to make sure you get the latest from Brand Growth Heroes podcast ★ Support this podcast on Patreon ★

waterdrop® is the $100M insurgent beverage brand that may not yet be on your radar...at least if you're based in the U.K.But you need to be all over it...here's why: What is waterdrop®?(Follow Brand Growth Heroes on Instagram, Tiktok, Linkedin)waterdrop® is a 'microdrink' company that offers dissolvable cubes of flavour that you can carry with you and drop into tap water whenever you want a drink. Their flavour-cubes are plant-based, sugar-free, and even include vitamins, teas and energy. From a marketing strategy point of view, the cube becomes a carrier to deliver solutions to many different types of people, needs and occasions.waterdrop®'s purpose is to make it easy for everyone to drink more tap water, more often. The ecosystem of products and 'water-tech' that the company is building in order to deliver on its purpose is so clever that your eyes will water.  They are present in 14 countries, and have 25 waterdrop® stores across the world, including a presence in supermarkets and high street beauty stores, as well as concessions in shopping malls. Believe it or not, they are now the largest seller of drinkware in Europe...and they've just launched an intelligent water bottle cap so you can keep track of how much water you're drinking.The business performance stats are astonishing too. In under 5 years, the company has turned over $100M, with over north of 100M drinks sold. They've recently raised a series B round of $60M, to invest in conquering the US market. We talk to founder Martin Murray about why and how he started the company, the mistakes he made along the way…and something I know you're going to love – how martin and his co-founders persuaded their co-manufacturers to pay for the machinery and trials they needed to make waterdrop cubes a reality. What you'll learn in this episode: - How Martin came up with the idea for waterdrop® while he was on an aeroplane with his mother- Why it made NO sense for anyone to try and do what they did...- How they got their co-manufacturer to pay for their R&D and machinery, each time they needed to scale.- How they are aiming to help more people to drink more clean water, more easily.- Why D2C was a blue ocean for beverages- How to create massive barriers to entry to the market you've created- Why you should never accept the status quoFind out more about waterdrop® here.Get Fiona on your brand team here: The Growth Strategy Programme and Fiona Fitz ConsultingDon't miss further episodes! Click the subscribe or 'bell' button beside Brand Growth Heroes on your podcast app to make sure you get the latest from Brand Growth Heroes podcast★ Support this podcast on Patreon ★

Scott McCulloch and his wife Karris started their vegan subscription box from the living room of their flat in 2013. Nine years later, The Vegan Kind Supermarket is a multi-million pound UK online vegan grocer, the first and largest of its kind. Follow Brand Growth Heroes here on Instagram, Tiktok, Linkedin.In this episode - our first with a grocery retailer - you'll learn:- Why and how Scott and Karris started their vegan subscription box business - including the steps they took to find their first 50 subscribers- How the business evolved to become the UK's biggest online exclusively-vegan supermarket- The exact steps YOU need to take to get YOUR retail buyer's attention... - Scott's view on what the vegan market/landscape will look like in 5 years' time (and it's radical...)- How you're going to have to get ready to compete with significant private-label/retailer own-brand vegan ranges over the coming year or so...- and why the time is right for him and his wife Karris to step back from running the day-to-day of their multi-million pound online supermarket.Follow The Vegan Kind Supermarket here.Come to Fiona's workshop at Bread and Jam Festival in London 18/19 July 2022 hereLearn more about the opportunity to work with Fiona's here: The Growth Strategy Programme and Fiona Fitz ConsultingDon't miss further episodes! Click the subscribe or 'bell' button beside Brand Growth Heroes on your podcast app to make sure you get the latest from Brand Growth Heroes podcast.★ Support this podcast on Patreon ★

Follow Brand Growth Heroes on Instagram, Tiktok, Linkedin. Serial founder and bestselling author Mike Stevens talks to Fiona about his new book 'The Direct-To-Consumer Playbook', and shares his learnings from 20 years in consumer packaged goods - and from being one of the first challenger food brands to sell directly to consumers.Hear how Mike and his co-founder built a successful DTC business with Peppersmith; why he sold the business; how and why he went about writing his best-selling business book; the secrets to winning at DTC straight from the mouths of the most successful founders and brands in this space...and finally, what Mike would do differently, knowing what he knows now. What you'll learn : When DTC is right for your business - and when it ISN'T.  What you NEED to figure out to make DTC work financially for your business The importance of talking to your consumers on the phone or in-person every week What Mike means by 'Having a Brand that Can Tell the Story' Why multi-channel is often crucial to winning What successful challenger brands are DOING DIFFERENTLY and what YOU can take from their strategies and implement in your own business...NOW. What Mike would do differently with all this knowledge and experience under his belt. Find Mike's book here.Meet Mike at Bread and Jam Fest hereCome to Fiona's workshop at Bread and Jam Fest here★ Support this podcast on Patreon ★

The Cheeky Panda is on a mission to transform the type of paper products we all use across Household, Beauty, and Baby products. By using surplus bamboo instead of trees as their raw material, The Cheeky Panda makes products that are kinder to your skin as well as to the planet. In this episode, founders Chris and Julie tell us how and why they set up the business, and how they've grown it to £17M in sales in only 6 years, with relatively little external funding. Find out more about The Cheeky Panda - and try some!Follow Brand Growth Heroes on Instagram Discover more about Fiona Fitz: https://www.linkedin.com/in/fionafitz/Discover more about the show: https://www.brandgrowthheroes.com/Like what you hear & want to work with Fiona, and join a network of hundreds of scaling CPG brands? Discover her programmes for the founders of consumer/grocery brands below: For the founders of SCALING grocery brands: The Growth Strategy Programme: The only online Business Accelerator for scaling consumer packaged goods brands. Read the testimonials here: https://www.fionafitzconsulting.com/courses/brand-growth-strategy-programme For EARLY-STAGE brands, try Brand Growth Bootcamp Masterclass Membership - Fiona's classes & group for founders of early-stage startup consumer brands https://fionafitzconsulting.mykajabi.com/offers/eRBTBioC/checkout Thanks to Strong Roots for supporting series 5 of Brand Growth Heroes.★ Support this podcast on Patreon ★

How do you build a £20M multi-channel business in just 18 months?Wild deodorant is the sustainable, natural deodorant that smells good and looks great, delivered straight to your door. Founded by childhood friends Freddy Ward and Charlie Bowes-Lyons only 18 months ago, Wild has sold £20M worth of their deodorant in as many months. How did they do that? Fiona gets a masterclass in building a DtoC business from Freddy Ward. Don't miss this one! Find out more about Wild Deodorant https://www.wearewild.com/ Follow Wild on Instagram https://www.instagram.com/wildrefill/Discover more about Fiona Fitz: https://www.linkedin.com/in/fionafitz/Discover more about the show: https://www.brandgrowthheroes.com/Want to work with Fiona? Scaling brands: Join The Growth Strategy Programme: The only online Business Accelerator for scaling consumer packaged goods brands. Read the testimonials here: https://www.fionafitzconsulting.com/courses/brand-growth-strategy-programmeStart-up brands: Join Brand Growth Bootcamp Masterclass Membership - A monthly masterclass from Fiona for just £49 ...as well as access to her community of founders of early-stage startup consumer brands https://fionafitzconsulting.mykajabi.com/offers/eRBTBioC/checkoutThanks to Strong Roots for supporting Series 5 of Brand Growth Heroes.★ Support this podcast on Patreon ★

In the 'No & Low' alcohol category, Seedlip is arguably the original poster child of insurgent brands. Started on a garden table in 2016, it quickly became the world's No 1 distilled non-alcoholic brand. It now sells across 49 countries and has an undisclosed market sales value in the £10s of millions of pounds.In this episode, founder Ben Branson talks to Fiona about how he developed one of the ultimate disruptive brands; why he got into bed with Big Co (Diageo) so early on; and he talks us through the disruptive way he approaches building culture, people, roles and teams. They also chat about robot chefs, about how there are 47,000 plant-based ingredients available out there...and Ben tells us about some big, exciting plans for Seedlip coming down the line.Find out more about Seedlip - and try some! https://www.seedlipdrinks.com/en-us/Follow Seedlip on Instagram https://www.instagram.com/seedlipdrinks/Discover more about Fiona Fitz: https://www.linkedin.com/in/fionafitz/Discover more about the show: https://www.brandgrowthheroes.com/Want to work with Fiona? Discover her programmes for the founders of consumer/grocery brands below:The Growth Strategy Programme: The only online Business Accelerator for scaling consumer packaged goods brands. Read the testimonials here: https://www.fionafitzconsulting.com/courses/brand-growth-strategy-programmeBrand Growth Bootcamp Masterclass Membership - Fiona's group for founders of early-stage startup consumer brands https://fionafitzconsulting.mykajabi.com/offers/eRBTBioC/checkoutThanks to Strong Roots for supporting series 5 of Brand Growth Heroes.★ Support this podcast on Patreon ★

Sam Dennigan gives Fiona the latest news from Strong Roots HQ, explaining the backstory to their new TV ad; why they've sold a minority stake in the business to McCain Foods; and together Fiona & Sam announce a big piece of shared news: not only is Strong Roots sponsoring Brand Growth Heroes Series 5, but Sam also announces that he is offering a bursary for 2 founders to join The Growth Strategy Programme, Brand Growth Heroes' online business accelerator for the founders of scaling CPG brands. Brand Growth Heroes catches up with Sam and Strong Roots every 6 months or so. So if you want to follow the growth journey of an insurgent CPG brand in real-time, then check out Strong Root's other interviews on back episodes of Brand Growth Heroes: There's one in Sept 2021, May 2020 and June 2019.★ Support this podcast on Patreon ★

Hunter and Gather is a cross-category food AND supplement brand that's already achieving a gross sales value of nearly £6 million pounds.In this episode, clever and passionate founders Amy Moring and Jeff Webster offer us a world-class case study on consumer targeting: if you can pinpoint a group of people who have a specific, higher-order need rooted in health, and you offer them a solution that satisfies this need in a far superior way to alternatives, the rules that the food industry has slavishly followed for 40-50 years can be broken.We talk half-truths from big food, charging £14 for a jar of mayonnaise, lost ancestral wisdom, and why Hunter & Gather is NOT a vegan brand.★ Support this podcast on Patreon ★

TRIP is the UK's best-selling CBD drinks company. Since its launch in 2019, UK consumers have spent literally millions of pounds on TRIP's delicious CBD infused canned drinks, as well as on their dinky little dropper bottles of CBD oils. Fiona speaks to co-founder Olivia Ferdi about leaving her law career to step into the unknown, about how she and her husband have created a mainstream category out of something that had tremendous barriers to purchase up until now, and we learn how the TRIP team have had to drive demand in the old fashioned way through experience and word of mouth rather than through paid advertising. ★ Support this podcast on Patreon ★

Nice describes itself as a 'Future Wine Company'. This modern, accessible brand offers wine in cans AND in boxes, so that you can have a great glass of wine wherever you are... without having to buy or open a whole bottle. Founders Lucy Wright and Jeremy May talk to Fiona about their massive multi-channel growth since launch, about the consumer and trade customer frictions that they're solving, about how they approached their recent round of funding and finally about the importance they place on people and culture.★ Support this podcast on Patreon ★