Brand Growth Heroes

Most pet brands sell function. Denzel’s Dog Treats built its challenger brand around something very different: Happiness!! In this conversation, I speak with founders James and Nathan about how they spotted an emotional gap in the pet category and used brand strategy, packaging, product format and occasion-based innovation to turn dog treats into something much bigger than a functional purchase. And the commercial results are what make this such an interesting story for founders scaling consumer brands. A Valentine’s activation delivered around 15–17x the rate of sale of a normal promotion , with more than 60% of shoppers buying it having not previously bought from pet . Their advent calendar has become their bestselling SKU despite only being available for part of the year. We get into how seasonal innovation moved from “marketing stunt” to revenue channel, why they designed for grocery, hospitality and online from day one, and how becoming obsessive about the brand experience helped Denzel’s create genuinely incremental growth. Use code BGH25 for 25% off Denzel's NEW Advent Calendars from https://www.denzels.co.uk/products/advent-calendar Details below * *Redeemable from https://www.denzels.co.uk/products/advent-calendar only 25% off Advent Calendar Applies to one-time purchases No minimum purchase requirement One use per customer Can’t combine with other discounts Early bird discount, active from 15 Sept to 22 Sept (23:59) What You’ll Learn How James and Nathan identified an emotional white space in a category dominated by functional positioning. Why Denzel’s spent roughly 30–50% of its initial £25,000 startup loan on brand, design and packaging. How Valentine’s treats generated around 15–17x normal promotional rate of sale and attracted shoppers who had never previously bought from pet. Why seasonal NPD has evolved into an acquisition funnel that can ultimately drive shoppers into the core Denzel’s range. How to design products and formats around new channels and occasions rather than simply competing for space within your existing category. Key Topics Discussed Building a pet brand around the “happiness exchange” between dogs and their owners Borrowing inspiration from consumer brands such as BEAR rather than the existing pet category Using Denzel himself as the central brand character Starting the business with a £25,000 loan Investing disproportionately in packaging and brand from day one Designing dog treats to work in grocery, cafés, pubs and online Creating selection boxes, Valentine’s treats, Easter products, birthday products and advent calendars Bringing a Tesco Valentine’s idea from conversation to delivery in only a few months Driving incremental category shoppers rather than simply stealing share Selling more than 30,000 advent calendars through Denzel’s own website during an early launch Becoming a bestseller on Amazon at Christmas Building specific hospitality products including peanut butter brownie, banana bread and pistachio cheesecake treats Outselling a chocolate Florentine in Caffè Nero The operational pain behind seasonal forecasting and manufacturing Turning seasonal innovation into a repeatable retail growth model Building the UK blueprint before selectively expanding into Europe Why packaging has to do more of the selling in crowded grocery categories Targeting what Denzel’s calls “Gen Zennial pet parents” Useful links https://www.instagram.com/thedenzelstory/?hl=en https://www.denzels.co.uk/collections/shop-our-treats?srsltid=AfmBOorqeOYT4jb5u60GQa-AtYmjaba8MHZRynjaGkfn1vmkOy_DcN5A Community and review request Did you get a nugget of value from this chat? If so, PLEASE share your thanks by hitting FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. AND by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves business podcasts - or anyone trying to work out how to build a sharper, more focused growth model± Join our community Instagram (https://www.instagram.com/brandgrowthheroes) LinkedIn https://www.linkedin.com/company/brand-growth-heroes/ Youtube ( https://www.youtube.com/@brandgrowthheroes) Fiona Fitz runs lots of great programmes, courses and coaching sessions. Find out more here or contact her directly on Linkedin to find out about booking one of her advisory hours. https://www.brandgrowthheroes.com/mini-mba-2026 https://www.linkedin.com/in/fionafitz/ Are you a founder leaning in to the value that AI can unlock for your consumer branded business? Then join Fiona's NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. Sponsor *** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm *** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners ( hello@joelsonlaw.com or https://joelsonlaw.com/contact/ ) - we highly recommend you take them up on it! Credits Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com

Many of you founders working with niche ingredients out there might have struggled with this question: How do you build a new category when consumers don’t yet understand the ingredient, retailers don’t know where to place it, and nobody is walking into stores asking for it? In this episode of Brand Growth Heroes, I speak with Andrew Hunt, co-founder and CEO of Aduna Superfoods , about what category creation around niche ingredients really looks like for CPG founders. We talk about how he has built a business that is approaching £5M in annual revenue by bringing ingredients like baobab and moringa to the UK, to creating demand through education, sampling and relentless market development - until these ingredients are on the brink of becoming mainstream. What I found particularly interesting is how Aduna has evolved as the market around it has changed. The business started out highly ingredient-led and impact-led, but eventually hit a commercial ceiling. Around 2022, Andrew and the team shifted towards clearer consumer needs such as gut health and everyday wellness, while keeping the quality of the ingredients and their sourcing at the heart of the brand. Now, as wholefood supplements, gut health, UPF-free products and higher-quality functional ingredients all move further into the mainstream, Aduna is increasingly well positioned for what Andrew calls the next generation of superfoods. What You’ll Learn How Aduna created demand for ingredients consumers had never heard of Why getting a retail listing means very little if shoppers don’t understand what your product is for How intensive sampling helped take baobab from almost no rate of sale to a best-selling superfood Why Aduna moved from ingredient-first communication towards clearer consumer need states What founders building new categories can learn about timing, market education and knowing when the consumer is finally ready Key Topics Discussed Building a new category around unfamiliar ingredients Introducing baobab and moringa to the UK market Why Whole Foods initially rejected Aduna because “nobody comes in asking for baobab” Creating demand before there is established consumer awareness The role of sampling in category building Going from around 10 units sold in three months to becoming a best-selling superfood in Whole Foods and Planet Organic Using early retail success to unlock Holland & Barrett Why product education alone can become a commercial constraint Aduna’s strategic shift towards consumer needs such as gut health and radiance Protecting brand integrity while becoming more commercially focused The rise of wholefood powders and supplements Why ingredient quality matters as consumers become more knowledgeable Aduna’s “Superfood 2.0” thinking around bioactive compounds High-flavanol cacao and the difference between commodity ingredients and higher-quality functional ingredients Building a proprietary supply chain in Ghana and Burkina Faso Working with more than 100 women’s cooperatives Agroforestry, tree planting and community infrastructure The relationship between Aduna’s branded consumer business and its ingredient supply business Amazon as a major growth channel Amazon UK growing around 50–60% year on year The scale of the Amazon US opportunity Aduna’s ambition to grow towards £15 million over the next four years Building long-term sustainable growth rather than chasing scale at the expense of quality Useful links https://www.instagram.com/adunasuperfoods/?hl=en 20% Discount code for Brand Growth Heroes Fans: Use BGH20% at checkout at the Aduna store Like this episode? PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community Instagram ( https://www.instagram.com/brandgrowthheroes ) LinkedIn ( https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true ) Youtube ( https://www.youtube.com/@brandgrowthheroes ) Find out more about the programmes and courses Fiona runs here ( https://www.brandgrowthheroes.com/mini-mba-2026 ) Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. *** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm *** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners - just request it here - we highly recommend you take them up on it! Credits Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire BGH team.

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 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 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 ZnmPvZOnCDIffjwMVXXI

How should founders value an early-stage consumer brand, negotiate with investors and raise capital without giving away more of the company than they intended? In this second part of my conversation with Phil Hails-Smith, Managing Partner at Joelson, we move from founder equity into investment, valuation and the legal foundations required to scale a CPG brand. Phil explains why private-company valuation is an art rather than a science, how SEIS and EIS can support early fundraising, and why an ambitious valuation can create painful dilution if the business later misses its plan. We also discuss responsible AI policies, investor due diligence, change-of-control clauses and why owning every element of your intellectual property can determine whether an eventual sale completes. What You’ll Learn How SEIS and EIS can help early-stage founders attract investment. What investors consider when valuing a pre-revenue or early-revenue consumer brand. Why raising at too high a valuation can cost founders more equity later. What a scaling company should include in its AI policy. How contracts and intellectual-property ownership affect an eventual exit. Key Topics Discussed Moving from founder equity into external investment SEIS and EIS tax incentives Raising an initial seed round Valuing pre-revenue and early-revenue consumer businesses Revenue multiples and future growth potential Why valuation is an art rather than a science Balancing company valuation against founder dilution The dangers of raising at an unsustainable valuation Down rounds and the effect on founder ownership Changes in investor appetite for consumer and CPG brands Why defensible physical products may appeal to investors Responsible company use of AI Protecting confidential and personal information Controlling which AI tools employees can use Preparing for private equity or strategic acquisition Reviewing customer and supplier contracts Change-of-control provisions Making sure the company owns its brand assets The Innocent logo dispute and the importance of intellectual property Why unresolved legal issues can delay or jeopardise a sale Useful links https://joelsonlaw.com/ Like this episode? PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community Instagram ( https://www.instagram.com/brandgrowthheroes ) LinkedIn ( https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true ) Youtube ( https://www.youtube.com/@brandgrowthheroes ) Find out more about the programmes and courses Fiona runs here ( https://www.brandgrowthheroes.com/mini-mba-2026 ) Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. *** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm *** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (https://joelsonlaw.com/contact/) - we highly recommend you take them up on it! Credits Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire Brand Growth Heroes team.

How should co-founders divide equity - and what happens to those shares if one person leaves? In Part 1 of my conversation with Phil Hails-Smith, Managing Partner at Joelson , we unpack the ownership decisions that founders building consumer and CPG brands need to make long before an investment round or exit. (This conversation was soo jam-packed with value that we had to split it in to two!) Joelson B Corp is the leading commercial law firm specialising in helping founders of scaling consumer brands. The're the law firm that advised the innocent founders on their landmark sale to Coca-Cola (and still work with them at JamJar Investments today, which tells you something...). They also work with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and are always present at every industry event, chatting to everyone, with smiling faces and ready to help. In this episode, Phil shares practical benchmarks r ather than vague principles: why a 50:50 co-founder split is relatively unusual, when 60:40 or 70:30 may be more appropriate, how vesting can prevent dead equity, and why both founders may need to be subject to the same provisions. We also explore all the questions you might have around advisor equity, employee option pools, EMI options and the hidden dilution founders can absorb when investors negotiate on a fully diluted basis. What You’ll Learn How to decide between a 50:50, 60:40 or 70:30 co-founder split. Why founder shares may need to vest over three or four years. What “dead equity” means and why future investors dislike it. How much equity an advisor or instrumental early employee might receive. How employee option pools can dilute the founding team during a fundraise. Key Topics Discussed Assessing each founder’s original idea, commitment and financial risk Why equal equity is not always the fairest structure Planning for illness, parental leave or a founder leaving the company Good-leaver and bad-leaver provisions Founder vesting schedules Preventing dead equity Why vesting should generally be balanced between co-founders Using AI to create co-founder agreements Why AI cannot identify questions founders do not know to ask The risk of US legal assumptions appearing in UK agreements Typical advisor equity of approximately 1% to 2.5% Why 5% or 7.5% may be excessive for an advisor Founder control at 75%, 50% and 30% ownership Creating a 15% to 20% employee option pool Understanding fully diluted valuations Who absorbs option-pool dilution during an investment round EMI options and tax-efficient employee incentives Giving meaningful equity to instrumental early employees Useful links https://joelsonlaw.com/ https://www.linkedin.com/company/joelson-law/ Like this episode? PLEASE share the love by sharing it with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community Instagram ( https://www.instagram.com/brandgrowthheroes) LinkedIn ( https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true) Youtube (https://www.youtube.com/brandgrowthheroes) Find out more about the programmes and courses Fiona runs here (https://www.brandgrowthheroes.com/mini-mba-2026 ) Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. *** Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm *** Scaling CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property - that's why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (mailto: hello@joelsonlaw.com ) - we highly recommend you take them up on it! Credits Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire BGH team

Tampons in an Ice Cream Tub In this episode of Brand Growth Heroes, I’m joined by Tara Chandra and Susan Allen, co-founders of Here We Flo, t he organic, sustainable period care brand turning one of the most shame-coded categories in consumer brands into something loud, funny, feminist and brilliantly visible on shelf. We talk about how two friends from LSE spotted a gap in women’s intimate products, started with a period care idea in a Hackney flatshare, and built a challenger brand now stocked across major retailers including Boots, Tesco, Sainsbury’s, Asda, Superdrug and Holland & Barrett. Here We Flo shows us the power of brand strategy to create value when the category ITSELF is broken. Tara and Susan didn’t just create organic cotton tampons, pads and liners; they questioned why period care was hidden, clinical and functional when other parts of consumer life had already moved towards better materials, better design and better conversations. We cover packaging as a growth lever, why their ice cream tub became a “trolley magnet”, how they think about rate of sale rather than just chasing distribution, and why their mission now stretches across cycle care, bladder care and sexual wellness. What You’ll Learn Why Here We Flo used packaging as their first “billboard” before they could afford media. How starting in independent Hackney stores helped them build product market fit. Why brand tone of voice matters so much in categories shaped by shame and stigma. How they think about growing rate of sale with existing retail partners. Why product reliability is non-negotiable in period care and bladder care. Key Topics Discussed Building a feminist challenger brand Organic and sustainable period care Packaging as a shelf strategy Launching in independent retailers Breaking into WHSmith Travel, Boots and Tesco Making taboo categories emotionally accessible Period care, bladder care and sexual wellness Growing through rate of sale, not just distribution Education on shelf and in-store communication Sports partnerships, stigma and period confidence Building a team of 31 women Scaling towards 50–100% growth ambitions Like this episode? PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community Instagram ( https://www.instagram.com/brandgrowthheroes ) LinkedIn ( https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true ) Youtube ( https://www.youtube.com/@brandgrowthheroes ) Find out more about the programmes and courses Fiona runs here ( https://www.brandgrowthheroes.com/mini-mba-2026 ) AND Do you want to lean in to unlock value from AI? We have a whatsapp group -the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. Do you want to join? *** A massive thanks thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm *** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (mailto:hello@joelsonlaw.com) - we highly recommend you take them up on it! CREDITS Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and all the rest of the Brand Growth Heroes team.

We don't often hear about Challenger brands that are PROFITABLE...So let's do it! *** Find out more about the NEW Brand Growth Heroes September Sprint 4 week programme just launched June 2026 - applications are open through June and July*** In this fab interview, I chat with Helena Hills, co-founder of TrueStart Coffee, about how she and co-founder Simon have taken a once-niche healthy coffee idea and turned it into a fast-growing challenger brand now on a £12m revenue run rate, profitably. So for those of you who are wondering if it's possible, here's some BRILLIANT insights, advice and experience! What I loved about this conversation is Helena's clarity around this decision, her conviction. And that TrueStart didn’t suddenly appear from nowhere. It spent years doing the hard, unglamorous work: testing the proposition, building a community at sports events, learning where the brand had real pull, and being incredibly choosy about what to invest in before stepping into scale-up mode. We talk about the contradiction at the heart of their growth: this is a coffee brand that didn’t lead with coffee culture, but with energy. Helena explains why TrueStart tests for quality and purity markers (I honestly didn't know this was important), why caffeine consistency matters (nor this, but it makes complete sense to me now!), how COVID became a light-switch moment for the brand, and why their Series A fundraise with Jam Jar felt like a full-circle moment after first naming them as a dream investor back in 2015. For founders building consumer brands, this is a brilliant conversation about patience, timing, culture, focus and what it really means to scale without building on sand. What You’ll Learn Why TrueStart built its early community through sports and fitness events. How a niche proposition became more mainstream as health, ethics and quality became more important to consumers. Why profitable growth became a deliberate strategic choice. How Helena and Simon divide leadership between outward energy and internal process. Why timing matters in innovation, especially with the launch of Coffee Concentrate. Key Topics Discussed Series A investment from Jam Jar Building a profitable challenger brand Healthy coffee and caffeine consistency Word-of-mouth growth at events Moving from startup to scale-up Coffee Concentrate and iced coffee at home Founder energy, ADHD and complementary co-founder roles Culture, hiring and decision-making guardrails AI, process and avoiding founder bottlenecks Find out more about T rueStart Follow TrueStart on I nstagram Like this episode? PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join the Brand Growth Heroes tribe Instagram ( https://www.instagram.com/brandgrowthheroes ) LinkedIn ( https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true ) Youtube ( https://www.youtube.com/@brandgrowthheroes ) Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. *** Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ** * If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson , the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! Joelson is offering a free legal consultation to all Brand Growth Heroes listeners - just send an email to hello@joelsonlaw.com - we highly recommend you take them up on it, they are honestly brilliant. CREDITS Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and to the entire BGH team.

Most challenger founders assume international expansion should happen in neat, logical steps. New Zealand → Australia → UK → US. But Lisa's view was different, and that's why it's so interesting: In fact, conventional FMCG wisdom tells us to prove your business in nearby markets first. But founder Lisa King of Free AF Drinks ignored that advice! After building a 40% share brand in New Zealand, Lisa decided to skip Australia entirely and went straight after the most competitive drinks market in the world...the USA! Why? --> If the ambition was always to build a globally valuable business, she asked herself why spend years proving the model somewhere that wasn't ultimately where the biggest opportunity sat? In this brilliant conversation with Kiwi female founder Lisa, you'll hear how today AF Drinks is stocked in more than 4,500 stores across the US, including Target, Walmart, Whole Foods and Kroger, and just HOW they're doing it. We discuss why she made they made the decision they did, how Pernod Ricard Ventures invested before the US launch, what it really takes to build a beverage brand in America, why alcohol-free RTD cocktails are outperforming expectations, and the lessons founders should understand before attempting to scale internationally. Lisa takes us through a masterclass in the realities of the beverage market in the United States; Why alcohol-free RTD cocktails are growing faster than many expected and finally, how she has approached fundraising, equity and scaling internationally! Key Topics Discussed Alcohol-free drinks category growth Building challenger brands internationally International expansion & export to USA Listings with Target, Walmart, Whole Foods and Kroger US grocery retail Walmart and Target listings Fundraising and investor strategy Pernod Ricard Ventures investment Beverage category economics Product innovation, IP & technology Ready-to-drink cocktails Scaling consumer brands globally Founder leadership Building brands from New Zealand USEFUL LINKS AF Drinks Website AF Drinks Instagram Like this episode? PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a consumer packaged goods business. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Follow us Instagram ( https://www.instagram.com/brandgrowthheroes ) LinkedIn ( https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true ) Youtube ( https://www.youtube.com/@brandgrowthheroes ) Find out more about the programmes and courses Fiona runs here ( https://www.brandgrowthheroes.com/mini-mba-2026 ) Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. *** Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm *** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why I'm proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (mailto:hello@joelsonlaw.com) - I honestly recommend you take them up on it, they're brilliant. CREDITS Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com

In this episode of Brand Growth Heroes, I’m joined by founder Bethan Higson and Alice Gallsworthy of Mother Root. Get this: Mother Root is already the UK’s number one non-alcoholic spirit brand in terms of revenue driven per product. Whoah. So what's the deal? This ginger-based non-alcoholic aperitif is different to most playing in food and beverage, as it only has one core SKU, but an incredibly powerful DTC growth engine. Even though it's the UK's No1 non-alc spirit, it still only has around 6–7% distribution - talk about headroom for growth! As you might imagine, Bethan and Alice are incredibly clear on the choices that created their growth. We talk about why they stopped trying to do everything, how they went all-in on DTC, how customer interviews and jobs-to-be-done thinking shaped their marketing, and why the product itself delivers something so many non-alcoholic drinks miss: flavour, ritual, heat, length and a real adult drinking moment. We also get into team building, finding the right second-in-command, launching into the US, and why operations has to scale at the same rate as marketing if you don’t want the business to break. What You’ll Learn How Mother Root grew from around £1.5M to £15–16M run rate. Why focus on one channel helped build a repeatable and scalable growth model. How jobs-to-be-done customer interviews shaped Mother Root’s digital marketing. Why the non-alcoholic drinks consumer is not necessarily the Gen Z sober-curious stereotype. How Bethan and Alice think about hiring, operations, US expansion and scaling without breaking the business. Why AI is part of EVERY part of the working day at Mother Root Key Topics Discussed Mother Root’s growth from early-stage brand to £15–16M run rate Building a challenger brand with one core SKU The evening drink ritual and the role of non-alcoholic drinks Ginger, apple cider vinegar, slow burn and flavour architecture Choosing where to play and walking away from distracting channels Building a DTC growth engine Paid social, customer interviews and jobs-to-be-done insight Word of mouth and repeat purchase Nielsen performance and retail headroom Hiring a brilliant number two Scaling operations alongside marketing Launching Mother Root in the US Why the non-alcoholic category is not just about Gen Z Useful Links https://motherroot.com/ https://www.instagram.com/motherroot/ Like this episode? PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community on Instagram, LinkedIn and Youtube, and find out more about the programmes and courses Fiona runs, as well as the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. Follow Brand Growth Heroes on LinkedIn, Instagram, Facebook and YouTube. *****Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ***** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson , the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! To learn more contact hello@joelsonlaw.com - in fact, Joelson is offering Brand Growth Heroes listeners a FREE Legal consultation - we highly recommend you take them up on this! Credits Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and all the Brand Growth Heroes team.

In this episode, I’m joined by digital strategist Sara Wilson, who coined the term “digital campfires” in Harvard Business Review, to explore why community is becoming one of the most important growth channels for CPG challenger brands. Sara works with brands including Nike, Netflix, YouTube, Airstream, Yahoo, PopSockets and Prince Street Pizza, helping them understand how to show up inside the communities where influence, identity and belonging are really being shaped. This conversation completely EVOLVED how I think about social media and its role in driving brand growth - genuinely. We talk about why the most important conversations may no longer be happening publicly on Instagram or TikTok, but in DMs, WhatsApp groups, niche communities, gaming spaces, Substack, Reddit and beyond. Sara shares why brands need to stop thinking only about reach and followers, and start thinking much more deeply about identity, transformation and the communities their consumers already belong to. Watch the episode on Youtube here . What You’ll Learn Why Sara believes the future of influence is happening inside “digital campfires”. The three types of digital campfires: private messaging, micro-communities and shared experiences. Why relevance matters more than reach if you want people to share your brand. How brands like Poppi and McDonald’s have embedded themselves into communities. Why founders need to understand the transformation their brand offers. Key Topics Discussed Community as a growth channel. Why DMs and private spaces matter. The “OMG, that’s so me” effect. Identity, belonging and relevance. Why brands should embed into existing communities. Poppi’s winning 'sorority' strategy. McDonald’s Grimace and Mets community moment. How to create high-value community engagement. Why sampling and discounts are not enough. How founders can rethink brand strategy through a community-first lens. Useful Links Connect with Sara Wilson on LinkedIn https://www.linkedin.com/in/saraewilson/ Sara Wilson’s newsletter https://communitycatalysts.substack.com/ Sara Wilson’s website https://swprojects.co/ We love inspiring you and helping your business to grow! PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves thinking about community, culture and the future of brand growth. Don't forget to FOLLOW or SUBSCRIBE t o Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community on Instagram , LinkedIn , and find out more about the programmes and courses Fiona runs, as well as the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. **** Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm.**** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! ***The fabulous team at Joelson is offering a free legal consultation to any CPG founder listening - Book your session today! ** Credits Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com.

In this week’s episode, I’m joined by Sarah and Michael Vachon, the founders of Citizens of Soil, one of the most exciting challenger brands in food and drink right now. We explore how they are transforming olive oil from a commoditised pantry staple into a brand built on transparency, craft, regenerative farming and fairer value for producers, while building a modern consumer brand with real emotional connection and standout commercial momentum. What I loved about this conversation is that it is about so much more than premium olive oil. Sarah and Michael share how they spotted a broken supply chain, why they chose to back small producers and female-led groves, and how a simple shift from calling something a subscription to calling it a club changed the business's growth trajectory. If you are building a consumer brand and thinking about community, premiumisation, founder focus and how to create real value in a category, there is so much to learn here. What You’ll Learn - Why Citizens of Soil saw a much bigger opportunity than simply selling premium olive oil - How changing “subscription” to “club” drove a dramatic increase in member growth - What founders can learn from borrowing packaging and positioning cues from adjacent categories - Why direct customer insight and social listening led to the launch of the Health Club - How Sarah and Michael are balancing rapid growth, team building and direct producer relationships Key Topics Discussed - Rebuilding value in a commoditised olive oil category - Regenerative farming and fairer producer economics - Borrowing premium cues from the wine category - DTC growth and the Olive Oil Club model - Community building versus transactional selling - Nutrition-led innovation and high polyphenol oils - Retail growth across Waitrose, Ocado, Booths, Fortnum & Mason and Selfridges - Building a team to support DTC and brand-led growth - Working as a husband-and-wife founder team - Premium pricing, value creation and consumer behaviour Useful Links Website https://www.citizensofsoil.com/ Connect with Michael https://www.linkedin.com/in/vachonline/ Connect with Sarah https://www.linkedin.com/in/sarahfulton/ Connect with Citizens of Soil on LinkedIn https://www.linkedin.com/company/citizens-of-soil/posts/?feedView=all We love inspiring you and helping your business to grow! PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant food brands and category reinvention. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community on Instagram, LinkedIn and YouTube, and find out more about the programmes and courses Fiona runs, as well as the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. Follow Brand Growth Heroes on LinkedIn, Instagram, Facebook and YouTube. *****Thanks to Brand Growth Heroes’ podcast sponsor Joelson, a B Corp-certified commercial law firm**************** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. Scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, TRIP, Two Chicks, graze and Crosta & Mollica, and advised the Innocent founders on their landmark sale to Coca-Cola - and still work with them today! Joelson are SO brilliant that they are offering a free consultation to any CPG brand founder - book your consultation with one of the Joelson lawyers here: https://joelsonlaw.com/contact/bookings/ ***************** Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and podcast producer/content creator Kathryn Watts, Social KEWS https://socialkews.co.uk/

Today, I’m joined by Emma Woods, Chair of Ancient+Brave, ex CEO of wagamama, and one of the most experienced growth leaders I know. Emma has done the full journey - Unilever, high-growth markets in Mexico, PizzaExpress, Merlin, Wagamama and now she brings all of that to the challenger brands who need it most, as a chair and board director. This isn't a conversation about corporate playbooks. It's about what actually works when you're building something from the ground up. We go deep on boards - why so many founders get this wrong, and what to do instead. Emma introduces the concept of a Growth Chair : not just governance, but someone who's been at your stage of growth and can help you make better decisions, faster. We also get into confidence, imposter syndrome, leadership stretch, and why, despite real progress, women are still underrepresented in the rooms where it matters. Emma shares her Vital 5 - a framework for the metrics and decisions that actually move a brand forward. If you're building a challenger brand, this one will change how you think. What You'll Learn - Why most founders get their board wrong and what a Growth Chair actually does - How to find and brief the right advisors for your stage of growth - Emma's Vital 5: the metrics and mindset shifts that drive real growth - How to lead when you're constantly outside your comfort zone - Why confidence isn't a personality trait… it's a practice - The real state of women in senior business leadership and what needs to change Key Topics Discussed - Emma Woods’ journey from Unilever to Wagamama CEO to board leadership - What high-growth markets teach you about speed, instinct and leadership - When founders should introduce a board and why timing matters - Governance vs growth: what boards should actually be doing - The “Vital Five” and how to focus your business - Why consumer brands are “leaky buckets” (and what to do about it) - The PizzaExpress promotion lesson and the long-term cost of short-term growth - What makes a great chair-founder relationship - Growth leadership vs traditional leadership - Women in business: boards, CEOs and the “power seat” gap - Confidence, imposter syndrome and leadership stretch - Emma’s Conversations in Confidence series Useful links: Connect with Emma Woods on LinkedIn Emma’s Conversations in Confidence series We love inspiring you and helping your business to grow. Please share this episode with another founder building a challenger brand, a colleague, or a mate who is interested in the future of food, content-led growth and scaling consumer brands. Don’t forget to follow or subscribe to Brand Growth Heroes on your favourite podcast app, and please leave a review too. Both of those actions make a massive difference to our mission to help more founders just like you. You can also connect with Brand Growth Heroes on LinkedIn , Instagram , Facebook and YouTube , find out more about the programmes and courses I run, and join our NextGen CPG WhatsApp group for founders leaning into the value that a leadership approach to engaging with AI can unlock for businesses like yours. ====================================================================================================== Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, a B Corp certified commercial law firm. If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, TRIP, Two Chicks, graze and Crosta & Mollica, and advised the Innocent founders on their landmark sale to Coca-Cola - and still work with them today! Do you need legal advice as you grow your brand? Take this BIG opportunity and book a free consultation with one of Joelson lawyers here . ===================================================================================================== Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer, Kathryn Watts, Social KEWS .

This week, I’m joined by Henry Firth & Ian Theasby, the founders of BOSH!, to explore how an audience-first approach helped them build one of the most recognisable plant-based consumer brands in the UK. For founders scaling challenger brands, this is an incredible lesson in brand growth through content & community first. Long before their recent Tesco launch with their delish PIZZA, BOSH! had already spent years building attention, trust and demand through daily recipe content, bestselling cookbooks and a clear mission to put more plants on plates. What makes this conversation especially useful is that Henry and Ian did not stumble into this model by accident. They set out to build a food brand, but chose to do it the lean way: validating demand, learning from audience behaviour and evolving from videos to cookbooks, licensing and then fully controlled product ranges. We talk about how they used views, comments, polls and first-principles thinking to shape products, why they moved away from licensing, what it took to launch into Tesco in just nine months, and what all of this means for founders who want to think more like media companies and less like traditional CPG brands. What You’ll Learn - How BOSH! built an audience before building a food brand - Why a media-first strategy can reduce risk for scaling consumer brands - How social content, polls and engagement can inform product development - Why Henry and Ian moved from licensing to building their own supply chain - What founders can learn from BOSH!’s rapid Tesco launch and lean operating model Key Topics Discussed - Building one of the world’s biggest plant-based video channels - Using The Lean Startup mindset to validate product-market fit - The shift in plant-based eating from niche to mainstream - Why BOSH! focused on taste first, then health, then sustainability - Using audience insights, comments and polls to shape NPD - Moving from content to cookbooks, TV and supermarket shelves - Why licensing was useful, but ultimately too limiting - Building an in-house team and supply chain for greater control - Choosing product categories like meals, pizza and curry from first principles - Launching into Tesco and trading ahead of forecast - Co-founder dynamics, leadership and role splitting - AI, learning mode and operating leaner as a modern brand team USEFUL LINKS Connect with Henry on LinkedIn Connect with Ian on LinkedIn BOSH! Website Instagram Facebook YouTube Read: The Lean Startup by Eric Ries Tesco links: BOSH! Creamy Mac & Greens BOSH! Teriyaki Mushroom Noodles BOSH! Ultimate Bean Chilli BOSH! Hearty Lasagne BOSH! Tofu Tikka Masala BOSH! Comforting Veg Pie BOSH! Goan Chickpea Curry BOSH! Creamy No-Duja Pasta BOSH! Spicy N-Duja Sourdough Pizza We love inspiring you and helping your business to grow. Please share this episode with another founder building a challenger brand, a colleague, or a mate who is interested in the future of food, content-led growth and scaling consumer brands. Don’t forget to follow or subscribe to Brand Growth Heroes on your favourite podcast app, and please leave a review too. Both of those actions make a massive difference to our mission to help more founders just like you! You can also connect with Brand Growth Heroes on LinkedIn , Instagram , Facebook and YouTube , find out more about the programmes and courses I run, and join our NextGen CPG WhatsApp group for founders leaning into the value that a leadership approach to engaging with AI can unlock for businesses like yours. ====================================================================== Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm. If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping fou...

Want a deliciously sharp lesson in brand growth , category creation and how challenger brands can win by bringing new shoppers into tired categories rather than fighting for share at the bottom shelf? Then dive into the insight served up in this episode by guest Rob Wallis , co-founder of MOTH Drinks, who takes me through how the brand created a new premium space in ready-to-drink cocktails and is driving significant category value. Rob explains how MOTH spotted a gap in the market for cocktails that tasted as good as what you would make at home, but with the convenience of a can. Most importantly, instead of designing to the existing category price point, MOTH built the best liquid first and priced it accordingly. Our conversation also explores what founders can learn from MOTH’s approach to where to play, how to build a strong category story for retail buyers, what premiumisation really looks like in practice, and why a culture of kindness and low ego can be a commercial advantage. Rob also shares how the team is approaching US expansion, why California matters so much in RTD, and how MOTH is thinking about AI without losing the human side of the brand. What You’ll Learn How Moth went about creating a premium cocktail proposition - and persuading retail buyers that the market was there! Why challenger brands should build product quality first, then price from there How to identify the right channels and occasions to drive brand growth What makes a strong category story for grocery buyers Why culture, consistency and kindness can become commercial advantages Key Topics Discussed Creating a top-shelf RTD cocktail brand Premium pricing versus category norms Building category value with incremental shoppers UK versus US cocktail culture Choosing where to play in retail and foodservice Brand design and standing out on shelf DTC growth and omnichannel strategy Building culture in a scaling consumer brand Managing quality with co-manufacturing partners Using AI carefully inside a fast-growing CPG business If you enjoy this interview, PLEASE share it with a fellow founder, mate or colleague, subscribe or follow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes! ============================================================ Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ============================================================= If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the Innocent founders on their landmark sale to Coca-Cola - and still work with them today! To learn more contact hello@joelsonlaw.com ==============================================. You can also connect with Brand Growth Heroes on LinkedIn , Instagram , Facebook and YouTube , find out more about the programmes and courses I run, and join our NextGen CPG WhatsApp group for founders leaning into the value that a leadership approach to engaging with AI can unlock for businesses like yours. Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEW

What if I told you that there is a mathematical formula that separates those brands that scale really quickly and those brands that just tick along nicely? Well, there is one. I wish I had found out about it 25 years ago, but today the guest that we've got on the show (all the way from the USA) has studied this IN DETAIL, and comes on the show today to help YOU learn all about it. ***If you like this episode and learn from it, PLEASE share it with a fellow founder or colleague, subsrcibe or folllow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes** Dr James Richardson, author of 'Ramping Your Brand - How to Ride the Killer CPG Growth Curve', unpicks this maths for the first time, giving you the formula to help your brand scale like the enormous skate ramp brands in the USA. Ramping Your Brand (2nd Edition) - Dr. James Richardson's book on scaling premium CPG brands Dr. Richardson has lowered the price of the UK paperback from £18 to £9.99 until March 10 What You'll Learn in This Episode The Premium Pricing Trap - Why founders face unit economics that are 10-15x worse than big CPG companies (and why you can't avoid it) The 6-10% RoS Rule - The specific monthly growth rate in same-store sales that creates exponential "skate ramp" growth The Heavy User Strategy - Why your first $10-25M requires a completely different customer acquisition approach than Byron Sharp's mass market playbook Distribution vs. Velocity - How to layer exponential velocity growth on top of linear distribution expansion The Founder Evolution Journey - The #1 reason investors take over brands (and it's not what you think) Early Fan Research - How to identify and replicate your "Gonzo fans" without spending a fortune on market research The Danger of Slow Growth - Why growing too slowly can be just as fatal as not growing at all when you're undercapitalised Useful Links Connect with Dr James Richardson on LinkedIn: https://www.linkedin.com/in/premiumgrowthsolutions/ Ramping Your Brand (2nd Edition) - Dr. James Richardson's book on scaling premium CPG brands Dr. Richardson has lowered the price of the UK paperback from £18 to £9.99 until March 10 Website: https://www.premiumgrowthsolutions.com/ Podcast: Startup Confidential (available on YouTube, Apple, Spotify) ***If you like this episode and learn from it, PLEASE share it with a fellow founder or colleague, subsrcibe or folllow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes** ============================================================ 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 you to 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 for the second year running. If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com ==============================================. 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 .

If you've ever heard me talk about Superconsumers, SuperGeos, or why you should Name, Frame, and Claim your new category - all of that thinking comes from today's guest, one of my heroes: Eddie Yoon. Eddie is one of the world's leading thinkers on category design. He's a longtime Harvard Business Review contributor, co-founder of Category Pirates (a top Substack you must subscribe to), and has spent decades advising Fortune 100 companies on how to create new categories instead of just fighting for scraps of market share. I've studied Eddie's work obsessively for years because he doesn't just teach marketing - he teaches thinking. AND in this conversation, we jam together (riffing on ideas, building on each other's thoughts) about why everything you've learned in marketing strategy is likely wrong. We talk about K-pop Demon Hunters, how Nespresso and Gillette grew massive categories, and why breakthrough categories don't come from better features or nicer packaging - they come from deeply understanding what outcomes your super consumers are looking for. This episode is PACKED with real-life brand examples: Velveeta, Keurig, Tesla, Spam Musubi, frozen peas, and more. Eddie brings category design to life with stories that will completely change how you think about growing your business. Next Steps: Go find your K-pop moment, your Velveeta insight, your frozen peas problem - that's where exponential growth lives! In This Episode You'll Learn: Why 99% of CPG brands are playing the wrong game - stealing market share vs. growing categories, and why the biggest companies are least likely to create new categories Benefits are dead, outcomes are everything - The Velveeta $100M growth story: how solving one super consumer outcome (getting kids to eat greens) unlocked massive growth The power of super consumers & super geos - Why you should hire your super consumers, and the shocking Cherry Garcia data: 3,000 of 30,000 stores drove 80% of sales Lightning strike marketing - How to turn a £60K budget into £600K of impact (the Dude Wipes strategy of keeping 75% of marketing unplanned) Don't be afraid to niche down - Why 99% of experts are wrong when they say you're leaving people behind Useful links Connect with Eddie Yoon on LinkedIn https://www.linkedin.com/in/eddie-yoon-ewg/ Connect with Category Pirates on LinkedIn https://www.linkedin.com/company/category-pirates/ https://www.categorypirates.com/ https://www.youtube.com/@categorypirates Mentioned in This Episode: Books & Frameworks: Competitive Strategy by Michael Porter Superconsumers by Eddie Yoon Clayton Christensen's "Jobs to Be Done" (milkshake example) Byron Sharp (mentioned as conventional wisdom) Mentioned in This Episode: Brands & Case Studies: Gillette (China market expansion) Keurig vs. Starbucks Verismo Nespresso Velveeta Ben & Jerry's Cherry Garcia Spam & Spam Musubi (Hawaii) Tesla Nvidia K-pop Demon Hunters (Netflix) Dude Wipes Rogaine Royal Canin Anheuser-Busch ============================================================ 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 you to 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 for the second year running. If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com ==============================================. 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 .

Yep - we are at the start of a new world - a world where AI is going to be 'even bigger than the internet'. And as the leaders of challenger brands in CPG, we've gotta lean in. In this episode of Brand Growth Heroes, I’m joined by one of my oldest and best friends, Paul Adams, CPO & Marketing at a multi-billion dollar company, Intercom AND he is building Fin.ai. If you're not in 'Tech' you may not have heard of him, but Paul Adams is one of the world's most prominent tech product designers, researchers, and authors - recognised as one of the world's leading thinkers on the the intersection between humans and technology... and now between humans, commercialisation and AI.... amongst many other aspects of tech that most of us are not even privy to! Described as " one of Silicon Valley's most wanted ", he's also one of my closest friends, and I can't tell you how proud we are of the young man who rocked up to live with us in Balham in 2002 to work at Dyson, his very first job. After only a few years he was poached by Facebook, where he made the platform 'mobile' and then Google, where he worked on making Gmail, Google and YouTube mobile too. It was while working for these behemoths that he moved to San Francisco with his wife Jennifer, who's one of my three besties (Love you, Jen), and became globally renowned on the Tech speaker scene. In this episode, Paul argues that AI isn’t just another new channel or tool. It’s a platform shift on the scale of the internet and potentially bigger. We talk about why the moment we’re in feels eerily similar to 1999, why marketing is getting less effective across the board, and why the brands that win next will look very different to the ones that won the last cycle. A bit more background on Paul: "Most Wanted" Status (2011): Paul Adams was highlighted by Fortune as a highly sought-after talent in Silicon Valley following his significant contributions to major tech firms. Google (Social Research): At Google, he led the social research team, and his work directly influenced the creation of "Circles," which became the foundational feature of Google+. He also worked on Gmail, YouTube, and mobile products. Facebook (Brand Experience): He later joined Facebook as the Global Brand Experience Manager, where he focused on research, design, and product strategy, working with marketers and advertising agencies. Intercom (Product Strategy): He joined Intercom as VP of Product in 2014, later becoming the Chief Product Officer. Thought Leadership: Adams is the author of Grouped: How Small Groups of Friends are the Key to Influence on the Social Web . His work on "The Real Life Social Network" is widely recognized as one of the most viewed presentations on the evolution of social networks. Background: Before his time in tech, he worked as a product designer at Dyson, where he designed electronic appliances. Current Status: As of September 2023, he was working as the Chief Product Officer at Intercom, focusing on product strategy in the age of AI. This isn’t a tactical 'AI' for the sake of AI episode. It’s a big-picture conversation about what’s actually changing, what’s already changed, and what brand builders need to understand to stay relevant over the next decade. it was this conversation that made me set up a buzzing new community called NextGen CPG - a community for AI-native founders. Take a look and see if you're eligible to join us here Useful links Connect with Paul Adams on LinkedIn https://www.linkedin.com/in/pauladams/ Connect with Intercom The #1 AI Agent https://www.linkedin.com/company/intercom/ Join the N extGen CPG WhatsApp community and LinkedIn page ============================================================ 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 you to 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 for the second year running. If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com ==============================================. 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 .

David Lester is the co-founder of OLIPOP, one of the MOST FAMOUS challenger brands in the United States. After our first interview IN PERSON at Bread & Jam Fest, London, David returns to us at Brand Growth Heroes to delve deeper into what it truly takes to scale a challenger brand at speed in the US. (cont'd below) ============================================================ The Brand Growth Heroes Mini MBA 2026 is back! Built for founders, marketers and brand leaders who want to grow brands the right way — with practical frameworks, real case studies and honest insight. Applications open: Monday 5th January 2026 Applications close SOON: Midnight Sunday, 25th January 2026 Limited places available All info & how to apply visit: https://www.brandgrowthheroes.com/mini-mba-2026 ============================================================ (Cont'd) In this episode, David and I explore how businesses fundamentally change as they grow from a small founding team to an organisation of 250+ people. David shares why founders must constantly reassess their role as the company scales, how to think about hiring ahead of growth, and why senior hires should create an immediate sense of relief rather than uncertainty. The conversation also dives into fundraising across different stages of growth, with David unpacking what investors really care about at seed, Series A, B and C, why growth becomes the defining metric once revenue appears, and why raising more capital than you think you need can be a smart strategic move. Finally, David shares his perspective on expanding into the US, explaining why the scale, complexity and cost of the market are so often underestimated and why each state effectively operates like its own country. This episode is packed with practical insight for founders building teams, raising capital and navigating rapid growth especially those with ambitions to scale in the US. Useful links Connect with David Lester on LinkedIn https://www.linkedin.com/in/david-lester-4b71b512/ Connect with OLIPOP on LinkedIn https://www.linkedin.com/company/olipop-pbc/ OLIPOP WEBSITE https://drinkolipop.com/?srsltid=AfmBOooJ-CAEJQJEk4PaYpk7F5mOj0_nDbLy5H5PWaqed1idZWDd50NW Follow OLIPOP on Instagram https://www.instagram.com/drinkolipop/ Follow OLIPOP on Facebook https://www.facebook.com/drinkolipop ======================================================== 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 you to 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 for the second year running. If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com ==============================================. 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 .

Why do so many of us founders try to do the equivalent of building a flatpack house without the instructions? And then beat ourselves up internally when it turns out to be harder than expected? Or when you make mistakes that anyone would in the same situation? Would you spend years trying to make it work with no instructions — just half-torn pages you’ve collected along the way, doing your best to stitch them together? Not just the furniture mind you - The foundations. The skeleton. The plumbing. The electrics. The legal and safety stuff too.... ... and while you're trying to build it, you're also trying to market it, sell AirB&B rooms and put the entire place up for sale? Would you spend 50-500k of your own money doing this, not to mention your unpaid time? That’s effectively what we do as consumer packaged goods founders. After a tough few years, after countless marathons, we often end up with good products, and a brand we feel passionate about. Perhaps we get some early D2C wins, and some early retailer traction too. But then the stakes get higher. We need to making pricing, channel, hiring and funding decisions without ever being able to see how the whole system fits together. So decisions get made in isolation - without us realising they are joined up. (think pricing decisions and customer or channel read-across - and if you don't know what that means, ask below and I will tell you from my own experience, mistakes and learnings!) Problems get fixed as they appear. But the cost shows up later - in margin, stress, or decisions that need undoing. This is happening to thousands of us, everyday. How ridiculous is that? We're all making the same mistakes, incurring the same costs, getting more and more stressed - without ever asking: Why am I not looking for a set of instructions for this? Why am I beating myself up for not getting it right without them? After 25+ years working inside and alongside consumer brands - from global blue-chip FMCG to fast-scaling challengers, I kept seeing this pattern repeat. So I built the decision-making framework I needed and I wrapped it up inside the BGH Mini MBA. With a peer and expert network, so you don’t have to carry this level of complexity on their own. Stop thinking you *should* be able to do this on your own. Fi Fitz ⚡ 💛 Applications for the Brand Growth Heroes Mini MBA 2026 cohort are now open. https://www.brandgrowthheroes.com/mini-mba-2026

I'm thrilled to be interviewing fellow Irish person, Phil Martin , founder of Blanco Niño , to explore how an obsession with quality turned a burrito bar frustration into a multi-million-euro tortilla brand.... (cont'd below) ============================================================ The Brand Growth Heroes Mini MBA 2026 is back. Built for founders, marketers and brand leaders who want to grow brands the right way — with practical frameworks, real case studies and honest insight. Applications open: Monday 5th January 2026 Applications close: Midnight Sunday, 25th January 2026 Limited places available All info & how to apply visit: https://www.brandgrowthheroes.com/mini-mba-2026 ============================================================ (Cont'd) Phil shares the unlikely path that took him from Ireland to Mexico in search of real corn tortillas and why learning how things fail allowed him to build something better. This is a conversation about how to turn craft into something that scales and choosing the long road when shortcuts would have been easier. What You’ll Learn in This Episode Why Phil flew to Mexico with no contacts and asked to learn how to grow corn How discovering real tortillas completely reset his understanding of quality Why it takes three days to make a Blanco Niño tortilla chip and why that matters The brutal realities of building a food factory from scratch (and nearly importing a “blowtorch attached to a tractor”) How Blanco Niño scaled from foodservice to retail and towards €10M in revenue Why knowing every way something can fail allows you to push quality to the edge The personal cost of trying to do everything yourself and how founders avoid burnout What it really means to build a challenger brand without shortcuts A big favour! So many of you regularly write to tell us how helpful Brand Growth Heroes interviews have been for you, how much you've learned and how it has helped you grow your consumer branded business...and we are so grateful every time we hear this! The podcast is something we do as a labour of love, so if our work has helped YOU, please please can you pay it forward by clicking FOLLOW & WRITING A SHORT REVIEW at the bottom of THIS page (by clicking Ratings and Reviews) Each review we get makes a MASSIVE difference to our business, the algorithms that performance it and the number of listeners THANK YOU. Useful links Connect with Phil Martin on LinkedIn https://www.linkedin.com/in/philipmichaelmartin/ Connect with Blanco Niño on LinkedIn https://www.linkedin.com/company/blanco-nino/ Blanco Niño website https://www.blanco-nino.com/ Follow on Instagram https://www.instagram.com/helloblanconino Follow on Facebook https://www.facebook.com/helloblanconino The book Phil mentioned: The Daily Stoic by Ryan Holiday ============================================================ 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 you to 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 for the second year running. If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com ==============================================. 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 .