How Bio & Me Grew 15X in 4 Years - Without Losing Their Gut Instinct!

Jul 29, 2025

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Bio & Me is one of the UK’s fastest-growing gut health food brands, co-founded by one of Fiona's former bosses at Nestle UK - Jon Walsh, and leading gut health expert Dr. Megan Rossi. Built on a brand platform that teaches us that consuming loads of different plants each week = better gut health, their award-winning range of granolas, porridges, and kefir yoghurts is now stocked nationwide.

In this latest episode, Fiona reconnects with Jon, four years after he first appeared on Brand Growth Heroes, when Bio & Me was hitting £1M in sales. Today? They’re doing £15–£20M annually.

You'll learn about:

The real growth journey: from founder hustle to scaling a national brand
Why great strategy means nothing without killer execution
How to balance taste vs. health in both product and communication
Why Jon still answers customer emails himself
What it takes to win with retailers as a challenger brand
The magic that happens when you listen to your team and your shoppers

Jon shares candid insights into what it takes to grow a purpose-led food brand in today’s competitive market, without losing your soul or your edge.

Useful Links

Bio & Me website
Follow Dr. Megan Rossi on Instagram: @theguthealthdoctor
Connect with Jon on LinkedIn
Follow Bio & Me on LinkedIn
Mention: Eddie Yoon – co-founder of Category Pirates

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Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

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If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

And that starts with the right legal partner.

So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.

With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.

Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.

If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!

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You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.

Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.