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Brand Growth Heroes
35 minutes | Jan 12, 2022
TRIP CBD Drinks & Oils: Finding Calm in the Everyday Chaos
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 ★
46 minutes | Dec 17, 2021
Nice: Wine Fit for Purpose...Whenever, Wherever!
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 ★
29 minutes | Nov 25, 2021
Little Moons: Revolutionising Ice Cream
Over the past 20 months, Little Moons has become a national obsession. Although the company was founded in 2010, the brand has only recently brought transformational growth to the nation's favourite frozen category, and now sells tens of millions of pounds of their delicious mochi ice cream across all major supermarkets and foodservice channels... and employs over 300 people.We talk to sister and brother founders Vivian and Howard Wong about their manufacturing journey; how food service was the right channel for them to build their business initially, and about the business impact of 320 million views on TikTok.★ Support this podcast on Patreon ★
30 minutes | Oct 27, 2021
Tribe: Mission & Community at the Core. Delicious too.
Tribe is the UK's leading plant-based performance brand, offering a range of bars, active oats and shakes that are super tasty and appeal to more than just serious fitness fanatics.But more importantly, Tribe is an *Impact* organisation that began in 2013 with a community long-distance 'Run for Love' to set up the first home for trafficked children in the UK. The product range was launched only after the community had already found a life of it's own, and sales gained serious traction at the beginning of lockdown. With the brand doubling in size, it's now about to hit £6 million in retail sales value at the end of this year. Tribe really is more than your average challenger brand. It's an ecosystem that includes their food business + their charitable organisation 'The Tribe Freedom Foundation' + the active community the founders have built since their very first run for love in 2013.I think Tribe has all the makings of a future mega-brand. Why?- It appeals to a potentially very large market of active people who want to enjoy their food, while making modern choices around nutrition, and ensuring their choices also help people & planet. - It shows up with a clear and consistent point of view. It started with a social mission, ergo the mission at the centre of the brand is authentic. - It's visually appealing and has lots of stand-out on-shelf in the categories it's in. - It's a cross-category brand with a consistent value proposition.- It's plant-based....but delicious. This is one to watch.★ Support this podcast on Patreon ★
40 minutes | Sep 22, 2021
How Bio&Me's 'Good for your Gut' Ranges are Driving Growth Across TWO Categories
Bio&Me offers consumers a range of granolas, porridges mueslis and yoghurts, all of which are allowed to carry the claim 'Good for your Gut'. In this episode: Dr. Megan and Jon tell us why Megan started Bio&Me instead of working with some well-known Big Food brands The science behind why Bio&Me was the first to be allowed to say that their products are 'Good for your Gut' How business is going now, and where it's going to next! ★ Support this podcast on Patreon ★
30 minutes | Sep 17, 2021
Dr. Will's: Taking on 'Big Food' in the Ketchup & Mayo Aisle
Dr. Will Breakey is the Co-founder of Dr Will's natural condiments brand. In this episode you'll hear: How Dr Will's is taking on Big Food in the Ketchup & Mayo aisle What it's like being a real doctor and the founder of a food company About the brand's recent successes on social platforms like TikTok and LinkedIn Why did they choose to have a virtual team And their recent crowdfunding, that resulted in nearly 800 new investors. ★ Support this podcast on Patreon ★
31 minutes | Sep 14, 2021
Scrumbles: How Pretty Poos are Driving Growth in Petfood
In this episode, Fiona speaks to Aneisha Soobroyen, founder of the gorgeous pet food brand Scrumbles, food for cats and dogs that's good for their gut AND good for the planet. Hear how 'pretty poos' are driving category growth, how Scrumbles competes in the highly competitive pet food category against global players, what it's like to work with your husband... and why they decided to raise funds early on in their growth journey.★ Support this podcast on Patreon ★
38 minutes | Sep 2, 2021
Strong Roots: Heading for £100m by Driving Growth on a GLOBAL scale.
Strong Roots has strong plans to hit £100 million in sales over the next few years.In this third episode together, the founder Sam Dennigan and I discuss HOW they're going to do this.So if you want to hear what big-ticket innovation really means, how Sam and his team are approaching international expansion in both the USA and Europe, how their foray into Dark Kitchens in New York City is going AND why they've brought their creative agency in-house - and how that works - then don't miss this! https://www.strongroots.com/usa/https://www.instagram.com/strongrootsusa/https://www.facebook.com/strongrootsirl★ Support this podcast on Patreon ★
47 minutes | Jun 16, 2021
How to Build a €50M Brand - Twice. Founders of Fulfil Bars and Cali Cali Foods.
You may not know their names yet, but you certainly know the first of their €50M brands. Niall McGrath and Tom Gannon are legends in the Irish Consumer Goods industry, but in all fairness, they should actually be named and recognised as Consumer Goods brand-legends globally. The Founders of Fulfil Nutrition protein bars, they built this business to €60M in the 2 years after launch, and ranking in the Top 5 brands in Ireland. How did they do this? They are proud to have taken a systematic, strategic approach to brand building, an almost geeky dedication to The 4Ps and Byron Sharp's rules for Brand Growth. Listen and weep at just how systematic serious success might need to be! Cali Cali FoodsInstagram Cali CaliFulfil Nutrition★ Support this podcast on Patreon ★
43 minutes | Jun 2, 2021
Biotiful Dairy: Creating the Gut Health Category
Natasha Bowes, the founder of innovative Kefir company Biotiful Dairy, shares the spellbinding business story behind the brand's success. It's a story that highlights the dedication, hard work, and obsessional focus on product quality that's necessary to become a brand leader in today's competitive marketplace. With a portfolio of 7 ranges and market retail sales value of around £30M, this is a brand we're going to see a lot more of in the future.★ Support this podcast on Patreon ★
38 minutes | May 17, 2021
Minor Figures: The £30M Secret Success in Oat Milk
Minor Figures is the secret success story and insurgent brand that I really wasn't all that aware of before now. At its origin, Minor Figures is a coffee business that was started in 2013 by barista friends Jonathan Chiu, Stuart Forsyth and Will Rixon. But although its original home was in the food service channel, in recent years a tremendous amount of growth has come from the Oatmilk category in Grocery Retail.The business now has retail sales of around £30M, employs 71 people across 3 offices, and is selling in over 25 countries across the globe.. Fiona speaks to Commercial Director Ben Vear, who along with his team has been behind much of this transformational growth. instagram: https://www.instagram.com/minorfigures/facebook: https://www.facebook.com/minorfigures★ Support this podcast on Patreon ★
40 minutes | May 4, 2021
How to win in Consumer Packaged Goods...without Competing
Fiona talks to Alex Smith, the founder of innovative Strategy Consultancy Basic Arts. A TedEx veteran, Alex has got some really interesting and different ideas around how a brand can create uncontested market space, how we should all avoid the current trend of 'Blanding', and how Brand Purpose has been hijacked.I came across Alex's Ted talk when I was deepening my understanding of Blue Ocean strategy or how to compete in uncontested market spaces, and you can find it here.Alex has a a great weekly newsletter and an email-based short-course that will stretch your strategic brain, which you can sign up for here★ Support this podcast on Patreon ★
31 minutes | Apr 20, 2021
Dash Water: Wonky Fruit. Delicious Drinks. Category Growth.
At the start of this episode we advertise The Growth Strategy Programme. Here’s the link to sign up for a discovery call and Recruiting NOW for June/July Cohort:https://www.fionafitzconsulting.com/courses/brand-growth-strategyHow do you grow a branded beverage business that is described by the The Grocer magazine as the brand that the traditional category brand leaders now have to challenge?Dash Water is a delicious range of canned infused sparkling water without any sugar or sweetener, made with wonky fruit and veg and thereby saving hundreds of tons of food waste every year!Founded in 2017 by Alex Wright and Jack Scott, both originally from farming backgrounds, Dash's retail sales are tracking at around £10M, and the brand boasts the leading market share in its category (37%).Dash is now available in 5,000 stores across the EU. In the UK you can find Dash at Sainsbury's, British Airways, Boots, Ocado and Amazon. In this episode we talk about the importance of sustainability at the core of their business, about how Alex and Jack invested a lot of time and shoe-leather driving brand awareness and trial from the ground up, as well exploring their very recent launch into the Soda Water market.Dash instagram https://www.instagram.com/dashdrinks/Brand Growth Heroes instagram https://www.instagram.com/brandgrowthheroespodcast/Podcast website: Brand Growth Heroes ★ Support this podcast on Patreon ★
44 minutes | Mar 18, 2021
Moju Drinks: Creating a category and leading an omni-channel grocery business
In this episode, we we talk about how Rich Goldsmith and his team have built an entire category and a strong omni-channel business, the importance of creating the ideal end-to end consumer experience and of course, and as always, the different phases of growth of the business and the all important question of funding and investment. This is one of my favourite interviews so far, so I hope you enjoy it and learn as much as I did doing it!★ Support this podcast on Patreon ★
48 minutes | Jan 26, 2021
Tenzing: The leading Natural Energy Drink believes in Chipping away at Growth
In 2016, Tenzing was the first Natural Energy drink to be launched on to the UK market, and for the past few years, it has been the LEADING Energy drink in terms of growth, and is now turning over between £5-6M in UK retail sales.It's founder, Huib van Buckel has an illustrious career in Energy Drinks, including 8 years at Red Bull, where he was Head of Marketing for Holland, UK and Europe. So there is TONS we can learn from him.In this video and audio episode you'll learn: How Huib explored the market opportunity for his idea of a plant-based, naturally-sourced energy drink, with 60% less sugar. How he came up with the name and the concept for Tenzing (circa 4.40 youtube) What "Chipping away at Growth" means to Huib and why it works (circa 11.39) Huib's philosphy on teams & managing people, and what it's like to work at Tenzing, where you can choose your own boss (circa 30mins) Why Huib doesn't buy many of the marketing myths that are peddled by some of the big name Marketing gurus like Mark Ritson or Simon Sinek (39mins) Youtube https://www.youtube.com/channel/UCkZzsoJx3-OtZ_zRViEG3CABrand Growth Heroes Website: https://www.brandgrowthheroes.com/★ Support this podcast on Patreon ★
37 minutes | Jan 5, 2021
Lucky Saint: Changing the face of Alcohol Free Beer.
Not happy with the alcohol free beers on the market, Luke Boase spent 741 days in research, travelled over 7,500 miles and brewed nearly 60,000 litres of beer before he came up with what he calls the definitive alcohol free lager, which he called Lucky Saint. The multi award winning 0.5% pilsner launched in the On-trade in October 2013... And after only a year, Lucky Saint. was listed in over 1500 venues, including over 30 Michelin star restaurants and casual dining institutions like Dish Room, the Ivy Collection and Honest Burgers. It was also the first alcohol free lager to launch on draught in January 2020 and 50 pubs and bars across London. Learn how Luke and his Managing Director Emma Heal (ex innocent, Graze) pivoted their out-of-home business model right at the start of the pandemic, to drive #transformationalgrowth.★ Support this podcast on Patreon ★
58 minutes | Dec 11, 2020
Cully & Sully: The original Irish insurgent is now #4 in the UK!
If you’re thinking about building the kind of food business that creates its very own category, where it continues to win for years to come, then you need to listen to this episode where we interview Cullen Allen, co-founder of Ireland’s original insurgent food brand, Cully & Sully.In this interview, you’re going to learn what an obsession with product really means; the common mistakes that Cullen has seen prove fatal for many scaling food brands over the past 20 years; and what it’s like to love going to bed with your investor every day.Launched in 2004, Cully and Sully soups, broths and pies are still market leaders in Ireland, but also racing up the ladder as the challenger brand in UK Chilled Soup, where their delicious range of soups is available in over 5000 stores nationwide. (Tesco, Co-op, Asda).https://cullyandsully.com/our-mealsThe pea soup Cully mentions during the interview:tesco.com/groceries/en-GB/products/268045486★ Support this podcast on Patreon ★
5 minutes | Nov 22, 2020
Update episode & launch of Brand Growth Blueprint online Growth Strategy programme
Hello everyone! In celebration of hitting 10.5K downloads, welcome to the first UPDATE episode of Brand Growth Heroes podcast, where I'm going to spend just 5 minutes or so telling you what you can expect over the coming months. I'm really excited to share some big launch news right at the end, so don't go anywhere just yet!First of all, I can't believe that it's nearly 18 months since the first BGH episode. What started out as a way of updating my suitcase of brand growth case studies, BGH has now become way bigger than I ever intended it to, with over 50 5star ratings in different iTunes stores across the world. This might be still small in the world of podcasts, but it's helping me to realise MY brand purpose, which is to create lightbulb moments for leaders of scaling brands, in order to smooth their path to profitable, transformational growth. So, thanks so much to all of you who have listened, subscribed, reviewed it on iTunes and written to me to say just how much you're learning from the interviews. I'm learning a huge amount from too, and for that I'm truly grateful to all of our super guests. Big shout out particularly to James McMaster of Huel for taking the risk of being my first interviewee, that could have gone either way, so thank you James. Another shout out to Ivan Juric at Octopod productions (https://octopod.productions/), the best sound editor in the world, Gyp Buggane here at Ballagroove recording studios (https://studio.ballagroove.com/)- the best recording studio in the world you guys have both been a huge help both technically and with moral support. We've just begun recording series 3, in which alongside more insurgent food and beverage brands, we're going to dip in and out of learning about scaling personal care brands such as soap, feminine care and the future of toothpaste. This month and next we are recording episodes with Lucky Saint beer and as well as another Masterclass with Mark Mulhern from Brand Performance Labs in New York, this time on what Performance Marketing is and why you need to understand it.I've been spending lots of time preparing for a big talk I'm giving to the grocery industry in Austria tomorrow, as well as working on some exciting new developments that I'll share with you at the end of this update. The week before last was a massive week where I was helping out at our favourite Food and Beverage start up festival, Bread and Jam 2.0. I loved meeting many of our UK and Europe-based listeners, and got the chance to chat to you when we worked together at my workshop on ‘Crafting a Compelling Value Proposition’. At this, we went through how you can make sure you’re offering something of real value to your target consumer or customer, based on solid consumer insight. We looked at WHAT a value proposition is, what YOUR value proposition is, WHY you need to define it, why it needs to be based on CONSUMER INSIGHT and HOW to go about it working through. Thanks to so many of you who wrote to me on LinkedIn after the workshop, it was great to get to meet you and I'm glad it was useful for you. OK so finally I wanted to share some big news: Over the past 10 years, my own business has evolved from delivering traditional consultancy projects for consumer goods clients, to helping them upskill their teams to do this work themselves. This, I'm reliably informed, is called Capability Development, and that's squarely where I serve.. I do this through individual and group coaching of senior teams, but also by developing and delivering workshops and programmes to help clients develop their strategic thinking and people. Why am I telling you this? Because in January I'm launching a new online course arm to the business, under the sub-brand Brand Growth Blueprint.We'll be delivering self-directed quick, deep-dive courses on topics such as Crafting a Compelling Value Proposition, How to Sharpen your Consumer Targeting, and How to Evaluate the Size of the Opportunity you're targeting. But we're also launching a live, accompanied 6 week programme for founders/CEOs of successful scaling brands called The Growth Strategy Programme which will give you a bespoke framework, tools and support to make clear decisions about where you want to play and create the roadmap to growth that you, your team and your potential investors need. Starting mid-January, working with 10-15 founders of non competing brands, we look at how you can articulate your brand or business purpose define your vision and objectives for this business, one that works for ourselves, our family , our team, for the community and for the environment sharpen your definition of your consumer and customer targets, and decide which of their needs to target with our offer ensure our value proposition is clear and compelling - that it can win We also look at which geographies, customers and channels we going to focus our sales and marketing efforts? and what kind of activities should we invest in, as well as the team you’re going to need to accompany you. If you're the founder or CEO of a successful scaling brand, and you recognise that the time has come to start formalising your strategy, then register your interest on www.fionafitzconsulting.com/onlinecourses. If you’re already sure you want to join the first cohort of this programme starting the week of Jan 11th, then drop me a note on Linkedin and I can sign you up directly!That's it from me, watch out for our new episodes coming late November!★ Support this podcast on Patreon ★
41 minutes | Sep 15, 2020
The Little Soap Company: Parallels between Food/Personal Care with Emma Heathcote-James, Founder/ CEO.
So here’s a question for you:Which grocery category of non-edible products do you shop making increasingly careful choices around the products’ ingredients, choosing your favourites based on something very akin to flavours, looking for additive free or organic options, and even buying different versions of the product to cater for different members of the household?For me, there are quite a few parallels between how we shop Food & Beverage grocery categories, and how we shop the Personal Care categories. After all, the products in Personal Care are about how we take care of, nourish and draw experience from our bodies from the outside-in, whereas we buy Food and Beverage products to solve these needs from the inside-out.Another really interesting parallel is that like Food and Bev. start-ups, skin and hair care brands also increasingly try to develop their products from natural kitchen-cupboard ingredients and have a brand purpose that is centred on being kind to nature. Another striking similarity is that these businesses often start at the kitchen table, getting proof of concept at farmers markets, before moving into retail.What I find interesting about the Personal Care category is that it remains majorly dominated by the large global brands that our grandmothers and mothers would recognise: Head&Shoulders, Radox, Palmolive, Dove… or slightly more recently, all the “famous hairdresser” hair care brands that have launched since I was in my 20s.And although there has been a real change on the fringes of the category for years, in the Whole Foods and the Holland& Barretts, why aren’t more of the local, natural, purpose-led brands not stealing share from big brands in the supermarkets?I have decided to pepper this series with the odd interview with founders of insurgent brands across various Personal Care categories, to see if we can learn from their experiences in a different category, in a different stage of the unavoidable 21st century category overhaul we are seeing across the board.I recently came across an inspiring emerging brand in Personal Care that started out on the kitchen table 12 years ago, but now has national listings across all the major grocery retailers and drugstore chains in the UK , has 30 employees and is currently seeing at at least £4M in market sales.The Little Soap Company is a purpose driven, vegan, cruelty free, ethically produced, free-from brand with a range of soaps, solid shampoo and shaving bars that use organic ingredients that you’d easily recognise. It was the first- and is still the only – “free from” range on the supermarket shelves, and has just started what could be a revolution for the category – a range of solid shampoos and washes, to avoid packaging in plastic containers. We also discuss whether it’s useful to talk about what it’s like being a female founder.To start to start your journey in understanding how emerging brands can transform the Personal Care category, and what we can learn from their experience, LISTEN to our interview with award winning and inspirational Founder/CEO Emma Heathcote-James.Hear how Emma’s vision is “to make pure soap the norm not the niche” and how as the first – and often only– “free from” range on the supermarket shelves, The Little Soap Company is at the forefront of some real category transformation. www.thelittlesoapcompany.co.ukInstagram: little_soap_co; eco_warrior_soap If you enjoy this episode, it would be really helpful if you REVIEW it on iTunes or Spotify & SHARE it on LinkedIn (Brand Growth Heroes) and Instagram (brandgrowthheroespodcast)★ Support this podcast on Patreon ★
42 minutes | Sep 8, 2020
The Carbonated Soft Drinks Revolution: Real Fruit Sodas and Dalston's Soda Co. Interview with Dan Broughton Co-Founder & CEO
Across the Western world, the Carbonated Soft Drinks category is experiencing real transformation… thanks to the sugar backlash, the resulting sugar tax and the fight against plastic. I recently heard that the majority of fizzy soft drinks sold in the supermarkets now contain no or low amounts of added sugar, which really surprised me. For a category that has been built on the white stuff for over 100 years, that’s a pretty big change. It goes without saying that it has been a difficult few years for some of the big global soft drink brands, but the other side of that coin is that there are plenty of exciting emerging brands taking advantage of the move towards Healthier and Natural. They and creating new category sub segments some real #transformational growth. Think real fruit sodas, no added sugar seltzers, and even the more niche Kombuchas, kefir waters, sparkling coconut waters…. If you live in the UK, you probably recognise the very cool British soft drinks brand Dalston’s soda, whose mission is to put real ingredients back at the heart of soft drinks. I think their range of highly distinctive, brightly coloured metallic cans with the big standout D for Dalstons on the front is a future brand icon – just the right mix of cool yet accessible to the mass market. Together with great drinks made with real fruit, low sugar, local ingredients and even distilled botanicals for serious amount of great flavour, Dalston’s is one to watch. Dan Broughton, CEO Dalstons I spoke to Dan Broughton, CEO and Co-Founder to find out how he and his team is setting the brand up for success. If you enjoy this episode, it would be really helpful if you REVIEW it on iTunes or Spotify & SHARE it on your social media★ Support this podcast on Patreon ★
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