About this episode

Matthew Collins shares his journey of building The Sibly Food Co from a small operation to a national brand while maintaining product quality.

In this episode of The Entrepreneur Experiment, Gary Fox sits down with Matthew Collins, founder of The Sibly Food Co, the Irish snack brand that began with a €143 food shop and a stall at a local Christmas market. Matthew shares how he went from making brownies, rocky roads and cheesecakes in his parents’ kitchen to building a brand stocked in approximately 800 outlets nationwide. Along the way, he taught full-time, baked through the night, delivered products shop by shop and even packed Sibly’s first Aldi pallet under his uncle’s carport. He reveals the pivotal decisions that transformed Sibly from a college side hustle into a national food business: leaving teaching, finding a business partner with complementary strengths, moving away from short-shelf-life cheesecakes, winning a Grow with Aldi contract and reinvesting everything back into the company. Matthew also breaks down the reality of scaling a food brand, from pricing and distribution to shelf space, rate of sale, hiring and protecting product quality as volume increases. With Sibly recently producing 32,000 pots in a single week and targeting €3.5 million in sales this year, this is a practical masterclass in building…

People in this episode

Host: Gary Fox

Guest: Matthew Collins

Topics covered

• scaling a food brand
• entrepreneurship
• consumer brands
• business growth
• food industry

Mentioned in this episode

Organizations: The Sibly Food Co

Places: Ireland, Aldi

More episodes of The Entrepreneur Experiment

• EE513 - Mentor Moment: Jenny Johnston - Your Network Is Your Greatest Asset · July 19, 2026 · 7 min
• EE511: Mentor Moment: Connor Martin - Knowledge Is Useless Without Action · July 12, 2026 · 7 min
• EE510: The 2026 Social Media Playbook for Founders with Michael Corcoran · July 9, 2026 · 1h 29m
• EE509: Mentor Moment: Dan Murray-Serter - Turn Your Customers Into Your Best Marketing · July 5, 2026 · 4 min
• EE508 - Niall McGarry: Joe.ie, Fabric Social, and Selling to the World's Biggest Ad Agency · July 2, 2026 · 1h 35m
• EE507 - Mentor Moment: Steve Crosbie - When One Dream Ends, Another Begins · June 28, 2026 · 6 min

Explore listener stats, chart rankings, contacts and more on the The Entrepreneur Experiment podcast page.