Be a purpose-led brand. They out-perform the competition 14 times over.
Spend time making sure your product tastes fantastic.
Invest time and money in getting your branding right first time.
Word of mouth is one of the most powerful forms of marketing. Get your brand in the hand - sample. Try office drops near the stores you are stocked in.
Partnerships provide great platforms for your brand. Pip & Nut’s Toast bars got them gigs at Nike events.
Surround yourself with good people who are experts in areas that you are not. Find a mentor.
Focus on winning key accounts before rolling out to more. Pip & Nut started in Selfridges & Planet Organic, building rate of sale case-studies for more convincing buyer presentations in the next set of stockists.
Raising investment is one form of funding but sweat other areas of your finances and agree longer payment terms with your manufacturer. Raise only what you need to get to the next stage; raising money is very time-consuming.
Never forget your core range. Don’t launch into a million different categories. Can you stretch your format and sizing? Pip & Nut squeeze packs work in gyms and in the healthier snacking section at front of store in Sainsbury Locals.
I recently went to Charlie Bigham's to meet the founder, and see the meals being made.
Charlie Bigham told me: "Our meals have a very broad appeal, that occasion of being a bit busy, and wanting to shove something in the oven, pour a glass of wine, and relax. We aspire to being a company that produces really nice food. Our mantra is to be a little bit better every day, every month."
His advice for food start-ups?Read More
According to the Financial Times, the supermarket's "share of stomach" is shrinking,with the rise and rise of eating out affordably.
"For a lot of people now, eating out is a more economic and pleasurable way of eating than buying ingredients at a supermarket, going home and cooking and eating it." (Peter Martin, CGA Peach, who track UK eating-out trendsRead More
I've been working with itsu.
I had a great time chatting to itsu customers about what they love about itsu and what they'd like more of on the shelves.
It was a "snapshot" of all the different reasons why folk visit itsu.
These are not just steaks. These are aged steaks.
Any butcher can offer aged steaks.
Everything in this shop underlines quality and provenance. The elegantly cursive gilded logo, the nostalgic Plum Pudding notice on the wall evoking comforting Dickensian hints of Christmas, plenty, family and jollity, the bloodied aprons of the butchers, the carcasses they are constantly hefting...Read More