26 episodes

Brand Growth Heroes gets the inside track from founders who are driving the transformational growth of some wildly successful start-up brands in consumer goods categories around the world.

Brand Growth Heroes Fiona Fitz of Fiona Fitz Consulting

    • Entrepreneurship
    • 5.0 • 20 Ratings

Brand Growth Heroes gets the inside track from founders who are driving the transformational growth of some wildly successful start-up brands in consumer goods categories around the world.

    Update episode with new launch news!

    Update episode with new launch news!

    Celebrating 10.5k downloads since launch. A 5 min update episode to share what you can expect in the coming months, including some BIG NEW LAUNCH NEWS you don't want to miss!

    • 5 min
    The Little Soap Company: Parallels between Food & Personal Care categories. Interview with Emma Heathcote-James, Founder/ CEO

    The Little Soap Company: Parallels between Food & Personal Care categories. Interview with Emma Heathcote-James, Founder/ CEO

    So here’s a question for you:



    Which grocery category of non-edible products do you shop making increasingly careful choices around the products’ ingredients, choosing your favourites based on something very akin to flavours, looking for additive free or organic options, and even buying different versions of the product to cater for different members of the household?



    For me, there are quite a few parallels between how we shop Food &Beverage grocery categories, and how we shop the Personal Care categories.  After all, the products in Personal  Care are about how we take care of, nourish and draw experience from our bodies from the outside-in, where as we buy Food and Beverage products to solve these needs from the inside-out.



    Another really interesting parallel is that like Food and Bev. start-ups, skin and hair care brands also increasingly try to develop their products from natural kitchen-cupboard ingredients and have a brand purpose that is centred on being kind to nature. Another striking similarity is that these businesses often start at the kitchen table, getting proof of concept at farmers markets, before moving into retail.



    What I find interesting about the Personal Care category is that it remains majorly dominated by the large global brands that our grandmothers and mothers would recognise: Head&Shoulders, Radox, Palmolive, Dove… or slightly more recently, all the “famous hairdresser” hair care brands that have launched since I was in my 20s.



    And although there has been real change on the fringes of the category for years,  in the Whole Foods and the  Holland& Barretts, why aren’t more of the local, natural, purpose-led brands not stealing share from big brands in the supermarkets?



    I have decided to pepper this series with the odd interview with founders of insurgent brands across various Personal Care categories, to see if we can learn from their experiences in a different category, in a different stage of the unavoidable 21st century category overhaul we are seeing across the board.







    I recently came across an inspiring emerging brand in Personal Care that started out on the kitchen table 12 years ago, but now has national listings across all the major grocery retailers and drugstore chains in the UK , has 30 employees and is currently seeing at at least £4M in market sales.



    The Little Soap Company  is a purpose driven, vegan, cruelty free, ethically produced, free-from brand with a range of soaps, solid shampoo and shaving bars that use organic ingredients that you’d easily recognise.  It was the first-  and is still the only – “free from” range on the supermarket shelves, and has just started what could be a revolution for the category – a range of solid shampoos and washes, to avoid packaging in plastic containers.







    We also discuss whether it’s useful to talk about what it’s like being a female founder.



    To start to start your journey in understanding how emerging brands can transform the Personal Care category, and what we can learn from their experience, LISTEN to our interview with award winning and inspirational Founder/CEO Emma Heathcote-James.







    Hear how Emma’s vision is “to make pure soap the norm not the niche” and how as the first – and often only– “free from” range on the supermarket shelves, The Little Soap Company is at the forefront of some real category transformation.



    www.thelittlesoapcompany.co.uk



    Instagram: little_soap_co; eco_warrior_soap

    • 41 min
    The Carbonated Soft Drinks Revolution: Real Fruit Sodas and Dalston's Soda Co. Interview with Dan Broughton Co-Founder & CEO

    The Carbonated Soft Drinks Revolution: Real Fruit Sodas and Dalston's Soda Co. Interview with Dan Broughton Co-Founder & CEO

    Across the Western world, the Carbonated Soft Drinks category is experiencing real transformation… thanks to the sugar backlash, the resulting sugar tax and the fight against plastic.



    I recently heard that the majority of fizzy soft drinks sold in the supermarkets now contain no or low amounts of added sugar, which really surprised me. For a category that has been built on the white stuff for over 100 years, that’s a pretty big change.



    It goes without saying that it has been a difficult few years for some of the big global soft drink brands, but the other side of that coin is that there are plenty of exciting emerging brands taking advantage of the move towards Healthier and Natural. They and creating new category sub segments some real #transformational growth. Think real fruit sodas, no added sugar seltzers, and even the more niche Kombuchas, kefir waters, sparkling coconut waters….



    If you live in the UK, you probably recognise the very cool British soft drinks brand Dalston’s soda, whose mission is to put real ingredients back at the heart of soft drinks.



    I think their range of highly distinctive, brightly coloured metallic cans with the big standout D for Dalstons on the front is a future brand icon – just the right mix of cool yet accessible to the mass market.  Together with great drinks made with real fruit, low sugar, local ingredients and even distilled botanicals for serious amount of great flavour, Dalston’s is one to watch.



    Dan Broughton, CEO Dalstons



    I spoke to Dan Broughton, CEO and Co-Founder to find out how he and his team is setting the brand up for success.







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    • 42 min
    Oatly: the Insurgent Brand on Everyone's Lips. The 5 levers the UK team pulled to drive the business's #transformationalgrowth

    Oatly: the Insurgent Brand on Everyone's Lips. The 5 levers the UK team pulled to drive the business's #transformationalgrowth

    The case study in Category transformation that is on everyone’s lips right now is Oatly.



    But did you know that Oatly has been around for 30 years in the Dairy Alternatives Category?







    It’s only really in the past 5 years that something has changed massively, at least in the UK market.



    In 2016, Oatly’s UK revenue was around £6M, but this year they are looking at hitting around £75M!



    If you want to know how they did this, then you’re in luck! We spoke to Ishen Paran, UK Country Manager who told us about the 5 levers that he and the Oatly UK team have pulled to drive this incredible growth…







    #oatmilk #oatly #transformationalgrowth #brandgrowthheroes #plantbased



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    • 44 min
    Marketing Investment Masterclass: How should your Approach to Marketing Investment Change as you become a Grown-up Brand? Brand Performance Coach Mark Mulhern, CEO Brand Performance Labs, NY

    Marketing Investment Masterclass: How should your Approach to Marketing Investment Change as you become a Grown-up Brand? Brand Performance Coach Mark Mulhern, CEO Brand Performance Labs, NY

    Mark Mulhern is a Brand Performance Coach with a spectacular CV in brand advertising and through-the-line Marketing investment. He's worked agency-side for the past 20+ years managing advertising accounts worth £100M of pounds and dollars, for clients such as Mars, Unilever, McDonalds, Amazon, Virgin and Sainsbury's.
    If you've listened to the first few episodes of Series 1 of Brand Growth Heroes, you'll know that one of the New 4Ps of Transformational Growth is PROCESS - how insurgent brands define and attack challenges differently to incumbent or less successful brands.

    One of these challenges is managing the transition of how you approach your MARKETING INVESTMENT as a start-up, vs. how you think about it and deliver it as an emerging brand with a serious growth trajectory.

    If you've been pootering along nicely with sampling and social media, but recognise that the time has come to get your head around what a more strategic approach looks like, then this episode is for you.

    • 43 min
    S2Ep12 Child labour in your Chocolate? Ben Greensmith of Tony’s Chocolonely updates us on Tony’s UK performance…and the shit news that child labour in the cocoa chain is worse now than 10 years ago. How is this possible??

    S2Ep12 Child labour in your Chocolate? Ben Greensmith of Tony’s Chocolonely updates us on Tony’s UK performance…and the shit news that child labour in the cocoa chain is worse now than 10 years ago. How is this possible??

    How many of us eat chocolate or other cocoa-based products without realising – and this is deadly serious – that we could be unwittingly funding child labour and even child slavery in West Africa?







    Almost a year ago, we interviewed Ben Greensmith, the UK country manager of Tony’s Chocolonely, and we heard how this amazing company is trying to change the cocoa industry and eradicate child labour and childhood slavery. If you’d like to listen to this episode, look for Series 1 Episode 8 (SE1Ep8) on your podcast player.







    A month or so ago, I learned that the level of child labour in West African cocoa farms had actually increased over the past 10 years, which just really shocked and saddened me.







    In this special catch-up episode, I asked Ben to bring us up to speed with the situation in West Africa, as well as share with us how Tony’s Chocolonely is doing in the U.K. market since its launch.







    If you enjoy this episode, it would be really helpful if you REVIEW it on iTunes or Spotify



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    S2EP12 Timestamps to follow.

    • 30 min

Customer Reviews

5.0 out of 5
20 Ratings

20 Ratings

Edel_K ,

Quality content

These podcasts offer a wonderful short snapshot into cutting edge industry brands. Particularly interested in the "Food" episodes I find they are excellent asynchronous learning resources for agri-business students and can be used as in-class cases and used to supplement learning. They are suitable at undergrad and master level. The real-life experiences and decision making at firm level brings challenging business decisions and business strategy to life, which my students find wonderfully insightful.

Anna_Ferguson ,

Game Changer

Brilliant podcast for anyone looking to gain a greater understanding of brands and the food industry. Thought provoking stories from inspirational founders that is delivered in a conversational and easy to digest manner. Looking forward to more episodes!

RoisinL ,

Great listen

A really interesting and insightful listen. Really good commercial insights in an easy conversational style. Great for those who are looking to learn more about the food industry and well known businesses in this industry.

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