How I Built This with Guy Raz
Sir Kensington's: Scott Norton and Mark Ramadan
Oct 23, 2023
Scott Norton and Mark Ramadan, co-founders of Sir Kensington's, turned a college project into a $140 million condiment brand with a delightful fictional backstory. They share how they cleverly challenged Heinz with a whimsical narrative around their gourmet ketchup. The duo reflects on their journey from college friends to entrepreneurs, tackling challenges in branding, market expansion, and even navigating the complex dynamics of co-founder relationships. Their story combines creativity, humor, and insights on the blend of luck and hard work that fueled their success.
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Quick takeaways
- Selling a unique story and creating a fictional brand identity can be an effective way to differentiate oneself in a competitive market.
- Building relationships and targeting specialty food channels can help navigate the challenges of distribution and pricing.
Deep dives
The Birth of Sir Kensington's
Scott Norton and Mark Ramadan, two college friends, started Sir Kensington's as a gourmet ketchup brand. Inspired by Malcolm Gladwell's article on Heinz ketchup's dominance, they wanted to challenge the market. They created a fictitious character, Sir Kensington, and designed unique packaging with a square glass jar and wide-mouth top. Despite initial doubts, they raised funds and launched in specialty stores. They focused on food service and built relationships with famous NYC restaurants. Eventually, they expanded into Whole Foods and capitalized on the growing specialty food movement.
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