Brand Growth Heroes

Tribe is the UK's leading plant-based performance brand, offering a range of bars, active oats and shakes that are super tasty and appeal to more than just serious fitness fanatics.But more importantly, Tribe is an *Impact* organisation that began in 2013 with a community long-distance 'Run for Love' to set up the first home for trafficked children in the UK. The product range was launched only after the community had already found a life of it's own, and sales gained serious traction at the beginning of lockdown. With the brand doubling in size, it's now about to hit £6 million in retail sales value at the end of this year. Tribe really is more than your average challenger brand. It's an ecosystem that includes their food business + their charitable organisation 'The Tribe Freedom Foundation' + the active community the founders have built since their very first run for love in 2013.I think Tribe has all the makings of a future mega-brand. Why?- It appeals to a potentially very large market of active people who want to enjoy their food, while making modern choices around nutrition, and ensuring their choices also help people & planet. - It shows up with a clear and consistent point of view. It started with a social mission, ergo the mission at the centre of the brand is authentic.  - It's visually appealing and has lots of stand-out on-shelf in the categories it's in. - It's a cross-category brand with a consistent value proposition.- It's plant-based....but delicious. This is one to watch.

Bio&Me offers consumers a range of granolas, porridges mueslis and yoghurts, all of which are allowed to carry the claim 'Good for your Gut'. In this episode:Dr. Megan and Jon tell us why Megan started Bio&Me instead of working with some well-known Big Food brandsThe science behind why Bio&Me was the first to be allowed to say that their products are 'Good for your Gut'How business is going now, and where it's going to next!

Dr. Will Breakey is the Co-founder of Dr Will's natural condiments brand. In this episode you'll hear:How Dr Will's is taking on Big Food in the Ketchup & Mayo aisleWhat it's like being a real doctor and the founder of a food companyAbout the brand's recent successes on social platforms like TikTok and LinkedInWhy did they choose to have a virtual teamAnd their recent crowdfunding, that resulted in nearly 800 new investors.

In this episode, Fiona speaks to Aneisha Soobroyen, founder of the gorgeous pet food brand Scrumbles, food for cats and dogs that's good for their gut AND good for the planet. Hear how 'pretty poos' are driving category growth, how Scrumbles competes in the highly competitive pet food category against global players, what it's like to work with your husband... and why they decided to raise funds early on in their growth journey.

Strong Roots has strong plans to hit £100 million in sales over the next few years.In this third episode together, the founder Sam Dennigan and I discuss HOW they're going to do this.So if you want to hear what big-ticket innovation really means, how Sam and his team are approaching international expansion in both the USA and Europe, how their foray into Dark Kitchens in New York City is going AND why they've brought their creative agency in-house - and how that works - then don't miss this! https://www.strongroots.com/usa/https://www.instagram.com/strongrootsusa/https://www.facebook.com/strongrootsirl

You may not know their names yet, but you certainly know the first of their €50M brands. Niall McGrath and Tom Gannon are legends in the Irish Consumer Goods industry, but in all fairness, they should actually be named and recognised as Consumer Goods brand-legends globally. The Founders of Fulfil Nutrition protein bars, they built this business to €60M in the 2 years after launch, and ranking in the Top 5 brands in Ireland. How did they do this? They are proud to have taken a systematic, strategic approach to brand building, an almost geeky dedication to The 4Ps and Byron Sharp's rules for Brand Growth.  Listen and weep at just how systematic serious success might need to be! Cali Cali FoodsInstagram Cali CaliFulfil Nutrition

Natasha Bowes, the founder of innovative Kefir company Biotiful Dairy, shares the spellbinding business story behind the brand's success.  It's a story that highlights the dedication, hard work, and obsessional focus on product quality that's necessary to become a brand leader in today's competitive marketplace. With a portfolio of 7 ranges and market retail sales value of around £30M, this is a brand we're going to see a lot more of in the future.

Minor Figures is the secret success story and insurgent brand that I really wasn't all that aware of before now. At its origin, Minor Figures is a coffee business that was started in 2013 by barista friends Jonathan Chiu, Stuart Forsyth and Will Rixon. But although its original home was in the food service channel, in recent years a tremendous amount of growth has come from the Oatmilk category in Grocery Retail.The business now has retail sales of around £30M, employs 71 people across 3 offices, and is selling in over 25 countries across the globe..  Fiona speaks to Commercial Director Ben Vear, who along with his team has been behind much of this transformational growth. instagram: https://www.instagram.com/minorfigures/facebook: https://www.facebook.com/minorfigures

Fiona talks to Alex Smith, the founder of innovative Strategy Consultancy Basic Arts. A TedEx veteran, Alex has got some really interesting and different ideas around how a brand can create uncontested market space, how we should all avoid the current trend of 'Blanding', and how Brand Purpose has been hijacked.I came across Alex's Ted talk when I was deepening my understanding of Blue Ocean strategy or how to compete in uncontested market spaces, and you can find it here.Alex has a a great weekly newsletter and an email-based short-course that will stretch your strategic brain, which you can sign up for here

At the start of this episode we advertise The Growth Strategy Programme. Here’s the link to sign up for a discovery call and Recruiting NOW for June/July Cohort:https://www.fionafitzconsulting.com/courses/brand-growth-strategyHow do you grow a branded beverage business that is described by the The Grocer magazine as the brand that the traditional category brand leaders now have to challenge?Dash Water is a delicious range of canned infused sparkling water without any sugar or sweetener, made with wonky fruit and veg and thereby saving hundreds of tons of food waste every year!Founded in 2017 by Alex Wright and Jack Scott, both originally from farming backgrounds, Dash's retail sales are tracking at around £10M, and the brand boasts the leading market share in its category (37%).Dash is now available in 5,000 stores across the EU. In the UK you can find Dash at Sainsbury's, British Airways, Boots, Ocado and Amazon. In this episode we talk about the importance of sustainability at the core of their business,  about how Alex and Jack invested a lot of time and shoe-leather driving brand awareness and trial from the ground up, as well exploring their very recent launch into the Soda Water market.Dash instagram https://www.instagram.com/dashdrinks/Brand Growth Heroes instagram https://www.instagram.com/brandgrowthheroespodcast/Podcast website: Brand Growth Heroes