How I Built This with Guy Raz Sir Kensington's: Scott Norton and Mark Ramadan
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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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Gourmet Ketchup Idea
- Scott Norton's friend suggested the idea of gourmet ketchup during a casual conversation.
- This sparked their initial interest in the condiment market.
Market Disruption
- Scott and Mark saw potential in the stagnant ketchup market, viewing it as ripe for disruption.
- They were inspired by the success of other food brands like Chobani and Nantucket Nectars.
Opposite of Heinz
- Scott and Mark intentionally differentiated Sir Kensington's from Heinz by using glass jars, a scooping method, and a British persona.
- This created a unique brand identity opposite of Heinz's Americana image.
