Brand Growth Heroes

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 RootKey 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 Linkshttps://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! CreditsThanks to our Sound Engineer Gyp Buggane at Ballagroove.com and all the Brand Growth Heroes team.

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 relationshipsKey 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 behaviourUseful LinksWebsite 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=allWe 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/

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 modelKey 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 teamUSEFUL LINKSConnect 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 & GreensBOSH! Teriyaki Mushroom NoodlesBOSH! Ultimate Bean ChilliBOSH! Hearty LasagneBOSH! Tofu Tikka MasalaBOSH! Comforting Veg PieBOSH! Goan Chickpea CurryBOSH! Creamy No-Duja PastaBOSH! Spicy N-Duja Sourdough PizzaWe 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...

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 10What You'll Learn in This EpisodeThe 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" growthThe Heavy User Strategy - Why your first $10-25M requires a completely different customer acquisition approach than Byron Sharp's mass market playbookDistribution vs. Velocity - How to layer exponential velocity growth on top of linear distribution expansionThe 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 researchThe Danger of Slow Growth - Why growing too slowly can be just as fatal as not growing at all when you're undercapitalisedUseful LinksConnect 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 10Website: 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.

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 hereUseful linksConnect 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 NextGen 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.

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

This week, I am absolutely delighted to welcome Eoin Keenan, the founder of Goodrays, to the show. Goodrays is a UK functional beverage brand that is absolutely killing it in the challenger brand space.I loved talking to Eoin about his unique path to becoming a founder. We go right back in time to when he left university and travelled (and slept) in the back of a beat-up car in California, visiting the best hemp farms to learn how to grow the very ingredient that would become central to his brand. It’s an incredible story of commitment to the value proposition and this episode is a must-listen for anyone interested in scaling a successful challenger brand.We talk about:Building a Category: What it truly takes to create a new category and why it often requires more than just one brand to make it happen.Incremental Value: What it means to be "incremental" to your category and how to achieve it.The Irish Founder Experience: The unique mix of pride and pressure that comes with being an Irish founder building a brand in the UK.Team and Growth: How a small, highly committed team of just 16 people is driving such incredible, industry-defining growth, and Eoin's philosophy on hiring.I hope you get as much out of this conversation as I did!Useful linksConnect with Eoin on LinkedIn https://www.linkedin.com/in/eoin-keenan-009a8380/Follow Goodrays on Instagram https://www.instagram.com/goodrays/Connect with Goodrays on LinkedIn https://www.linkedin.com/company/goodrays/Goodrays website https://goodrays.uk/============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

Today I’m absolutely thrilled to have Olivia Ferdi, CEO and co-founder of TRIP, join us once again on fhe show.Since her last appearance on Brand Growth Heroes, TRIP has skyrocketed from around £14 million in annual sales to a projected $100 million this year.In this episode, Olivia shares with me how she and her team have achieved incredible growth, from blending CBD drinks in their kitchen as newlyweds to leading a global brand that’s changing how we think about calm, wellbeing, and soft drinks. We talk about:How TRIP’s super impressive recent raise came together and what it means for the next stage of growthExpansion and growth in the US markerBuilding a globalbrand around the feeling of calmThe power of consumer insight and innovation in scaling fastBalancing bold ambition with authenticity, motherhood, and leadershipHow Olivia herself has evolved from lawyer to founder and the hidden ‘superpowers’ she’s discovered along the way- and how you can find yours tooWhat struck me most in this conversation is Olivia’s honesty about growth, instinct, and personal transformation. She reminds us that every one of us might have a hidden superpower we haven’t yet discovered, and that’s both liberating and exciting.If you enjoy this episode, please like, follow, or subscribe on your podcast app, and share it with a fellow founder or colleague who’ll be inspired by Olivia’s story.Useful linksTRIP websiteTRIP InstagramConnect with Olivia Ferdi on LinkedInConnect with TRIP on LinkedInFind out more about CALM: The #1 app for sleep, meditation and relaxation here============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn,Facebook, Instagramand YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

YES! It's Part Two of our LIVE London event with Jake Karls of Mid-Day Squares and Shani Higgs of PerfectTed, hosted LIVE by our wonderful friends at Lucky Saint Pub, London.This episode is a recording of the audience Q&A that followed the live interview. And WOW! what a session it was. Founders and industry friends in the room asked some incredible questions, and the answers from Jake and Shani (PerfectTed’s Head of Sales, who stepped in after Marisa left) were packed with honesty, insight, and lessons you're going to be able to take away and use to add real value to the way you work. If you haven’t listened to Part One yet, scroll back one episode to catch the full conversation about how both brands have scaled so quickly, from kitchen tables to category creation.What we talk about:Jake on scaling Canadian brand Mid-Day Squares NATIONALLY the USA and even beyond.Shani on building PerfectTed’s sales engine and breaking into retail.How they balance ambition with resilience when things get tough.The importance of storytelling and transparency in attracting fans (not just customers).Lessons on founder communication, trust, and team dynamics from two fast-growth brands.Practical insights into category creation, competition, and global expansion.If you enjoy this episode, please share it with a friend, colleague, or fellow founder! And don’t forget to hit follow/subscribe to Brand Growth Heroes on your favourite podcast app so we can continue to bring you the best guests and the most valuable golden nuggets.Useful linksFollow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Mid-Day Squares on LinkedInPerfect Ted LinkedInMidday Squares InstagramPerfect Ted InstagramPerfect Ted TikTokLucky Saint on LinkedInLucky SaintMidday SquaresPerfect Ted============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

Davina McCall is my daily running/dog-walking buddy (okay, okay... only in my earbuds), SO when I heard that she was promoting Ancient+Brave on her podcast, I just KNEW I had to see if I could get founder Kate Prince onto Brand Growth Heroes to find out just HOW she is scaling this incredible wellness business.Because a brand that gets (and can afford) someone like Davina on their *team* has got to be doing something right, right?Founder Kate began her career as a City lawyer, to discovering her creative side working as a lawyer at Endemol (right at the beginning of Big Brother...), through a first founding venture into Tea, to building one of the UK’s most exciting wellness brands. In this honest conversation, Kate shares the harsh realities of scaling fast, why obsession with brand and storytelling matters, and how learning to let go as a leader can become a founder’s greatest strength.In this episode, you’ll learn:Why there’s no silver bullet in scaling AND how Kate got from £1m to £10m by stacking growth in layers.Why Kate believes brand is everything AND how design, packaging, and storytelling turned Ancient + Brave from products into a movement.The surprising choice to hire nutritionists early and why it paid off for credibility and product leadership.How Ancient+Brave raised money but kept it in the bank, a rare approach that gave them confidence and control.Why ritual and experience matter as much as product features, and how to make consumers feel something.The lessons Kate learned about team, culture, and leadership along the way.I loved recording this conversation. I’ve already listened back three times, and I’m still learning from it. I know you will too. Enjoy.Did this episode make you think differently or give you an idea? If so PLEASE SHARE THE LOVE BACK BY taking a few minutes to1. Hit 🔔 FOLLOW or 🔔 SUBSCRIBE 2. SHARE WITH A FRIEND3. SHARE ON LINKEDIN4. LEAVE a review on iTunes 5. Add a comment under the episode on Spotify ⬇️ ...every new subscriber and comment or question makes my day - leave your name and I'll drop you a message on Linkedin !! Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Useful linksConnect with Ancient + Brave LinkedInAncient + Brave websiteAncient + Brave InstagramAncient + Brave Facebook============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

In case you've JUST discovered Brand Growth Heroes podcast, we're digging into the treasure trove of our most downloaded episodes from our back-catalogue so YOU don't miss A SINGLE BUSINESS INSIGHT!From slow-burn visionaries to fast-moving disruptors, the show has featured founders of brands like Perfect Ted, Lucky Saint, Seedlip, Wild, Strong Roots, Oddbox, and global challengers like Waterdrop, Mid-Day Squares, Olipop, and Tony’s Chocolonely and many many more…Next up in this special series, we are re-releasing one of the most loved and downloaded episodes of all time, an interview with Ben Branson, founder of Seedlip. In this replay, Fiona sits down with Ben Branson, founder of Seedlip, the world’s first distilled non-alcoholic spirit and arguably the original poster child of the No & Low alcohol movement.Started on a garden table in 2016, Seedlip didn’t just disrupt the drinks industry — it invented a new category. Now sold in 49 countries, with a sales value in the tens of millions, Seedlip has become a global benchmark for what true brand disruption looks like.In this episode, Ben shares:How to build a brand that redefines an entire categoryWhy he chose to partner early with Diageo, and how it changed Seedlip’s trajectoryHis unconventional approach to culture, team-building, and rolesWhat inspires him creatively from robot chefs to the 47,000+ plant-based ingredients that fuel innovationThis is an episode that founders still rave about and for good reason. It’s full of insights for anyone trying to scale something bold, disruptive, and lasting.If you do learn some good stuff from this episode (and we hope you do), please, please share it, follow the show, AND leave a quick review. It all helps bring more brilliant founders and insights to you, our Brand Growth Heroes community!============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

In case you've JUST discovered Brand Growth Heroes podcast, we're digging into the treasure trove of our most downloaded episodes from our back-catalogue so YOU don't miss A SINGLE INSIGHT!From slow-burn visionaries to fast-moving disruptors, the show has featured founders of brands like Perfect Ted, Lucky Saint, Seedlip, Wild, Strong Roots, Oddbox, and global challengers like Waterdrop, Mid-Day Squares, Olipop, and Tony’s Chocolonely and many many more…To kick off this special series, we are re-releasing one of the most loved episodes of all time: an interview with Olivia Ferdi, Co-founder of TRIP, which we recorded when TRIP Was just 2 years in to their growth journey, but was already close to £20M in sales.TRIP is the UK's market-leading 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. In this episode, Fiona spoke 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. This conversation is PACKED with insights we don't want you to miss. Plus, we'll be doing a new interview with Olivia VERY SOON, so this is a great way to remind you all of where the market was only a few years ago!If you do learn some good stuff from this episode (and we hope you do), please please share it, follow the show, AND leave a quick review. It all helps bring more brilliant founders and insights to you, our Brand Growth Heroes community!=========================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=========================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.