HUNGRY. How To Get a Tesco Listing in 6 months - BOTIVO, DIRTEA, All The Aunties, big fish founders - Brand Building Masterclass
Dec 8, 2025
Imme Ermgassen, co-founder of Botivo, champions inclusive, pleasure-led non-alcoholic drinks. Perry Haydn Taylor shares secrets of niche focus versus mass-market expansion for brands. Andrew Salter dives into DIRTEA's strategy of educating consumers about mushrooms, transforming science into lifestyle branding. Riya Patel recounts how All The Aunties utilizes family stories and supper clubs to elevate South Asian ingredients. The group discusses the importance of packaging as advertising, community-building, and avoiding common pitfalls in brand development.
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Episode notes
Avoid Category Boxing
- Non-alcoholic brands get boxed into narrow categories that limit future flexibility.
- Botivo fights pigeonholing by centring language on pleasure, taste and inclusivity rather than sobriety or moderation.
Double Down On Your Niche
- Find a clear niche and dig deeper rather than spreading too thin across categories.
- Keep what made you special as you scale to avoid losing distinctiveness.
Keep Early Adopters Close
- Never forget your early adopters and keep investing in discovery channels like independents.
- Run parallel strategies: nurture the core brand while building a volume play for mainstream buyers.
