Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +27 years' experience working for brand giants and as coach to over 400 challenger brand founders, Fiona Fitz asks the questions you need the answers to from the founders of wildly successful consumer goods brands driving transformational growth.
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Données mises à jour le 11/11/2026
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Little Moons | Bigger Than Mochi: CEO Joanna Allen On Driving Brand Growth
Saison 13 · Épisode 4
mardi 10 novembre 2026 • Durée 41:37
Little Moons made frozen mochi mainstream, but what happens when a successful frozen dessert brand starts thinking of itself as something MUCH BIGGER?
In this episode of Brand Growth Heroes, I'm joined by Joanna Allen, CEO of Little Moons, to talk about scaling one of the UK's most recognisable challenger brands, the leadership challenges of taking over a founder-led business, and the brand strategy shift from frozen desserts to snacking.
We get into what it takes to lead a founder-led business into its next stage of growth, how to approach TikTok as a genuine channel rather than an add-on to your marketing plan, and why redefining the category you're competing in can change how you think about the opportunity ahead.
For founders building and scaling consumer brands, it's a conversation about leadership, growth and knowing when to look beyond the category that made your brand successful in the first place.
What You'll Learn
How to approach the transition from founder-led leadership to the next stage of business growth.
Why reframing Little Moons as a snacking brand rather than simply a frozen dessert brand changes the strategic opportunity.
What it means to treat TikTok as a genuine channel, rather than an additional marketing activity.
How category definition can influence the growth opportunities a consumer brand identifies.
Why leadership and brand strategy need to evolve as a challenger brand scales.
Key Topics Discussed
Little Moons and the growth of mochi as a mainstream product.
Joanna Allen's role as CEO of Little Moons.
Taking the reins of a founder-led consumer business.
Managing the transition towards a more mature stage of growth.
TikTok and its role in brand growth.
Moving beyond traditional frozen dessert category thinking.
The wider opportunity in snacking.
Leadership and strategy for scaling challenger brands.
Like this episode? If you learn anything from this convo today, PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate or anyone trying to work out how to build a sharper, more focused growth model.
AND!
Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. IF you leave a review with your name and I can find you on LinkedIn, I promise to write to say thanks!
Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.
Thanks to Brand Growth Heroes’ podcast sponsor — Joelson - in my opinion, the commercial law firm * BEST CHOICE* for CPG founders
If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.
That’s why we’re proud to partner with Joelson, the leading commercial law firm with 10000s of hours experience supporting the founders of scaling consumer brands, just like you.
Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and they still work with them at JamJar Investments today!
Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (https://joelsonlaw.com/contact/bookings/ We HIGHLY recommend you take them up on it, you'll learn a LOT. (Don't forget to let them know you booked becauase you listened to Brand Growth Heroes)
********
Credits
Thanks to our Sound Engineer, Producer and all-round HERO Gyp Buggane at Ballagroove.com and to Charlie at CBMedia - Mention BGH when you contact them for special listener offers.
The Turmeric Co. | Premier League Coaching in Brand Growth with Thomas Hal Robson-Kanu
Saison 13 · Épisode 3
mardi 27 octobre 2026 • Durée 35:13
What if the biggest opportunity for your consumer brand wasn't actually in the category you're competing in?
In this episode of Brand Growth Heroes, I'm joined by former Premier League and international footballer Thomas Hal Robson-Kanu, founder of The Turmeric Co., to explore how he's building a functional wellness brand with ambitions that go far beyond the increasingly crowded wellness shot category. Thomas shares the extraordinary personal story behind the business, the proprietary blend developed with his father, and why he believes the future of functional food and drink could be much bigger than most of us imagine.
The Turmeric Co. has become a substantial challenger brand, with Thomas reporting more than 20,000 customer testimonials describing life-changing experiences and estimating that the business sells a shot approximately every six seconds. But what I found particularly interesting was how differently Thomas thinks about brand growth, consumer health, competition and the opportunity ahead. We talk about his vision for food as medicine, the importance of clinical research and consumer education, and the leadership lessons he's brought from elite professional football into building a scaling CPG business. It's a conversation that challenged me to think beyond the supermarket shelf and reconsider how we define the categories our brands operate in.
What You'll Learn
Why The Turmeric Co. doesn't define its competition as other wellness shots — and what that means for brand positioning and category strategy.
How a personal health experience became the foundation of a consumer brand, built around a proprietary blend of functional ingredients.
Why customer testimonials, scientific research and consumer education matter when building credibility in the crowded functional wellness market.
How Thomas is preparing the business for a much bigger shift in consumer behaviour, rather than focusing exclusively on immediate growth.
What elite professional football taught Thomas about founder leadership, continuous improvement, resilience and building a business around a clear vision.
STOCKED Frozen Meal Blocks | £15M Revenue, Block By Block
Saison 13 · Épisode 2
jeudi 15 octobre 2026 • Durée 47:07
Sometimes it's lunch, sometimes it's dinner. Sometimes you're one, sometimes you're a family of 4. Sometimes it's a side, sometimes you're starving. How does a food brand answer all of these consumer/human need-states?
STOCKED has created a product category that didn't previously exist: chef-made, frozen blocks of deliciousness - that you can choose to eat in 2,4 or 6 - you do it your way.
In this episode of Brand Growth Heroes, I'm joined by Sam Moss and Charlie Gilpin, the co-founders of Stocked, which is chef-made frozen food and reinventing the ready meal with portion-sized blocks that customers can heat, combine and serve however they like.
We talk about their extraordinary brand growth journey, from launching direct-to-consumer and cooking everything themselves to appearing on Dragons' Den, building their own manufacturing operation and securing listings with Ocado, Waitrose and Sainsbury's.
I first met Sam and Charlie in 2022 when they joined the Brand Growth Heroes strategy programme, and it's been AMAZING to see what they've built since. What makes their story particularly valuable for founders scaling consumer brands is how many apparently difficult decisions have become genuine strengths. Manufacturing in-house, keeping their product range focused on one type of food, and asking consumers to do a little of the preparation themselves might not sound like the obvious route to scale. But each has helped Stocked build a differentiated proposition. We also get into the realities of scaling a team, the advantages of having a co-founder you've known since childhood, and why growing a business doesn't necessarily mean making the product more complicated.
What You'll Learn
How Stocked grew from £4K monthly revenue to a £15M annualised run rate, and why direct-to-consumer was so important in proving the proposition before retail.
What Dragons' Den actually delivered commercially, including 60% month-on-month growth, long-term social proof and interest from major retailers.
Why manufacturing in-house became a competitive advantage, despite initially being something the founders had hoped to outsource.
Grubby D2C Plant-Based Meals | From Almost Failing to Scaling Profitably
Saison 13 · Épisode 1
mardi 29 septembre 2026 • Durée 51:03
Grubby - the award-winning plant-based meal kits and ready meals delivered to your door - went from a £23M valuation and rapid growth TO around 140 VC rejections, losses of more than £1m in a year and a point where the founder says the business was probably only weeks away from “game over.”
BUT...
if you need some inspiration from someone who has been through this and successfully turned things around then you're going to love this convo with founder Martin Holden-White - an unusually open conversation about what it REALLY takes to turn around a scaling D2C consumer brand.
Today, the picture looks very different! Grubby is heading towards roughly £6m revenue, growing around 25%, has recorded approximately six profitable months this year and is close to achieving its first break-even year.
Martin shares what had to change to get there: the down round, cost cutting, greater financial transparency, bringing in stronger financial leadership, acquiring manufacturing and recipe IP from Allplants, launching ready meals and becoming far more disciplined about how growth is funded.
What You’ll Learn
How Grubby went from a £23m valuation to being weeks away from failure
Why Martin now looks back at that £23m valuation as “completely bonkers”
What changed to take Grubby from £1m+ annual losses towards break-even while still growing
How acquiring Allplants’ manufacturing and recipe IP accelerated Grubby’s move into ready meals
Why Martin wishes he had hired a Financial Director much earlier
Key Topics Discussed
Grubby’s journey towards approximately £6m revenue
The danger of valuations becoming detached from business fundamentals
Raising around £6m and navigating an extreme down round
Denzel’s | Brand & Emotion is Build a £213M Opportunity in the Pet Category
Saison 12 · Épisode 12
mardi 15 septembre 2026 • Durée 44:00
Most pet brands sell function. Denzel’s Dog Treats built its challenger brand around something very different: Happiness!!
In this conversation, I speak with founders James and Nathan about how they spotted an emotional gap in the pet category and used brand strategy, packaging, product format and occasion-based innovation to turn dog treats into something much bigger than a functional purchase. And the commercial results are what make this such an interesting story for founders scaling consumer brands. A Valentine’s activation delivered around 15–17x the rate of sale of a normal promotion, with more than 60% of shoppers buying it having not previously bought from pet. Their advent calendar has become their bestselling SKU despite only being available for part of the year. We get into how seasonal innovation moved from “marketing stunt” to revenue channel, why they designed for grocery, hospitality and online from day one, and how becoming obsessive about the brand experience helped Denzel’s create genuinely incremental growth.
*Redeemable from https://www.denzels.co.uk/products/advent-calendar only 25% off Advent Calendar Applies to one-time purchases No minimum purchase requirement One use per customer Can’t combine with other discounts Early bird discount, active from 15 Sept to 22 Sept (23:59)
What You’ll Learn
How James and Nathan identified an emotional white space in a category dominated by functional positioning.
Aduna Superfoods: Building The Supplements Category 3.0
Saison 12 · Épisode 11
mercredi 2 septembre 2026 • Durée 41:01
Many of you founders working with niche ingredients out there might have struggled with this question: How do you build a new category when consumers don’t yet understand the ingredient, retailers don’t know where to place it, and nobody is walking into stores asking for it?
In this episode of Brand Growth Heroes, I speak with Andrew Hunt, co-founder and CEO of Aduna Superfoods, about what category creation around niche ingredients really looks like for CPG founders. We talk about how he has built a business that is approaching £5M in annual revenue by bringing ingredients like baobab and moringa to the UK, to creating demand through education, sampling and relentless market development - until these ingredients are on the brink of becoming mainstream.
What I found particularly interesting is how Aduna has evolved as the market around it has changed. The business started out highly ingredient-led and impact-led, but eventually hit a commercial ceiling. Around 2022, Andrew and the team shifted towards clearer consumer needs such as gut health and everyday wellness, while keeping the quality of the ingredients and their sourcing at the heart of the brand. Now, as wholefood supplements, gut health, UPF-free products and higher-quality functional ingredients all move further into the mainstream, Aduna is increasingly well positioned for what Andrew calls the next generation of superfoods.
What You’ll Learn
How Aduna created demand for ingredients consumers had never heard of
Why getting a retail listing means very little if shoppers don’t understand what your product is for
How intensive sampling helped take baobab from almost no rate of sale to a best-selling superfood
Why Aduna moved from ingredient-first communication towards clearer consumer need states
What founders building new categories can learn about timing, market education and knowing when the consumer is finally ready
Key Topics Discussed
Building a new category around unfamiliar ingredients
How Merchant Gourmet Doubled Sales from £15M to £30M in just 4 years
Saison 12 · Épisode 10
mardi 18 août 2026 • Durée 48:27
In this episode, Fiona Fitz chats with Richard Peake, Managing Director of Merchant Gourmet and one of the rare non-founder guests to grace our show. When Richard entered the role, Merchant Gourmet was a £15 million business. Fast forward four years, and the company has doubled its revenue to £30 million.
Bold innovations, a revamped product range, and strategic market expansion have powered this incredible growth. Our conversation delves into the power of innovation and the importance of staying ahead of consumer trends. Richard shares invaluable lessons in new product development (NPD). One particularly fascinating theme we covered was servant leadership—how Richard and his team drive Merchant Gourmet’s growth by empowering their people and focusing on purpose.
Additionally, we explore how export markets present an exciting new frontier for brands looking to scale. It was also refreshing to hear Richard admit that even seasoned professionals can find brand positioning a challenge. So, if you’ve ever struggled with getting it just right, you’re in good company!
Enjoy the episode, and as always, let us know your thoughts!
Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm =============================================================
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.
How To Raise Investment For Your Consumer Brand Without Losing Control! Phil Hails-Smith, Joelson (Part 2)
Saison 12 · Épisode 9
mercredi 5 août 2026 • Durée 32:12
How should founders value an early-stage consumer brand, negotiate with investors and raise capital without giving away more of the company than they intended?
In this second part of my conversation with Phil Hails-Smith, Managing Partner at Joelson, we move from founder equity into investment, valuation and the legal foundations required to scale a CPG brand.
Phil explains why private-company valuation is an art rather than a science, how SEIS and EIS can support early fundraising, and why an ambitious valuation can create painful dilution if the business later misses its plan. We also discuss responsible AI policies, investor due diligence, change-of-control clauses and why owning every element of your intellectual property can determine whether an eventual sale completes.
What You’ll Learn
How SEIS and EIS can help early-stage founders attract investment.
What investors consider when valuing a pre-revenue or early-revenue consumer brand.
Why raising at too high a valuation can cost founders more equity later.
What a scaling company should include in its AI policy.
How contracts and intellectual-property ownership affect an eventual exit.
Key Topics Discussed
Moving from founder equity into external investment
SEIS and EIS tax incentives
Raising an initial seed round
Valuing pre-revenue and early-revenue consumer businesses
Revenue multiples and future growth potential
Why valuation is an art rather than a science
Balancing company valuation against founder dilution
The dangers of raising at an unsustainable valuation
Down rounds and the effect on founder ownership
Changes in investor appetite for consumer and CPG brands
Why defensible physical products may appeal to investors
Responsible company use of AI
Protecting confidential and personal information
Controlling which AI tools employees can use
Preparing for private equity or strategic acquisition
Equity, Shareholders, Investment - How Much Should Brand Founders Give Away? | Phil Hails-Smith, Managing Partner, Joelson
Saison 12 · Épisode 8
mardi 21 juillet 2026 • Durée 29:38
How should co-founders divide equity - and what happens to those shares if one person leaves?
In Part 1 of my conversation with Phil Hails-Smith, Managing Partner at Joelson, we unpack the ownership decisions that founders building consumer and CPG brands need to make long before an investment round or exit. (This conversation was soo jam-packed with value that we had to split it in to two!)
Joelson B Corp is the leading commercial law firm specialising in helping founders of scaling consumer brands. The're the law firm that advised the innocent founders on their landmark sale to Coca-Cola (and still work with them at JamJar Investments today, which tells you something...). They also work with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and are always present at every industry event, chatting to everyone, with smiling faces and ready to help.
In this episode, Phil shares practical benchmarks rather than vague principles: why a 50:50 co-founder split is relatively unusual, when 60:40 or 70:30 may be more appropriate, how vesting can prevent dead equity, and why both founders may need to be subject to the same provisions.
We also explore all the questions you might have around advisor equity, employee option pools, EMI options and the hidden dilution founders can absorb when investors negotiate on a fully diluted basis.
What You’ll Learn
How to decide between a 50:50, 60:40 or 70:30 co-founder split.
Why founder shares may need to vest over three or four years.
What “dead equity” means and why future investors dislike it.
How much equity an advisor or instrumental early employee might receive.
How employee option pools can dilute the founding team during a fundraise.
Key Topics Discussed
Assessing each founder’s original idea, commitment and financial risk
Why equal equity is not always the fairest structure
Here We Flo | Building a £10M Period Care Challenger Brand
Saison 12 · Épisode 7
mardi 7 juillet 2026 • Durée 39:32
Tampons in an Ice Cream Tub
In this episode of Brand Growth Heroes, I’m joined by Tara Chandra and Susan Allen, co-founders of Here We Flo, the organic, sustainable period care brand turning one of the most shame-coded categories in consumer brands into something loud, funny, feminist and brilliantly visible on shelf. We talk about how two friends from LSE spotted a gap in women’s intimate products, started with a period care idea in a Hackney flatshare, and built a challenger brand now stocked across major retailers including Boots, Tesco, Sainsbury’s, Asda, Superdrug and Holland & Barrett.
Here We Flo shows us the power of brand strategy to create value when the category ITSELF is broken. Tara and Susan didn’t just create organic cotton tampons, pads and liners; they questioned why period care was hidden, clinical and functional when other parts of consumer life had already moved towards better materials, better design and better conversations. We cover packaging as a growth lever, why their ice cream tub became a “trolley magnet”, how they think about rate of sale rather than just chasing distribution, and why their mission now stretches across cycle care, bladder care and sexual wellness.
What You’ll Learn
Why Here We Flo used packaging as their first “billboard” before they could afford media.
How starting in independent Hackney stores helped them build product market fit.
Why brand tone of voice matters so much in categories shaped by shame and stigma.
How they think about growing rate of sale with existing retail partners.
Why product reliability is non-negotiable in period care and bladder care.
Key Topics Discussed
Building a feminist challenger brand
Organic and sustainable period care
Packaging as a shelf strategy
Launching in independent retailers
Breaking into WHSmith Travel, Boots and Tesco
Key Topics Discussed
Thomas's football injuries, rehabilitation and the origins of The Turmeric Co.
Developing a proprietary blend of turmeric, ginger and other functional ingredients
Differentiating a functional product in a competitive consumer category
The changing expectations of health-conscious consumers
Why functional wellness could represent a bigger commercial opportunity than conventional category definitions suggest
The role of customer testimonials and independent clinical research
Communicating complex functional benefits within retail packaging and marketing
Building consumer rituals and encouraging repeat consumption
Creating a business prepared for long-term category and behavioural change
Continuous improvement and the influence of elite sport on founder leadership
The relationship between vision, resilience and business growth
DID YOU LEARN SOMETHING GOOD? Reviews, follows and shares are basically my 'rate of sale' - please do me a massive favour and hit the button to follow, or to share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate or anyone trying to work out how to build a sharper, more focused business.
AND!
Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.
IF you leave a review with your name and I can find you on LinkedIn, I promise to write to say thanks!
*** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm ***
If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.
But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.
That’s why we’re proud to partner with Joelson, the leading commercial law firm with 10000s of hours experience supporting the founders of scaling consumer brands, just like you.
Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and they still work with them at JamJar Investments today!
Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (https://joelsonlaw.com/contact/bookings/ We HIGHLY recommend you take them up on it, you'll learn a LOT. (Don't forget to let them know you booked becauase you listened to Brand Growth Heroes)
********
Follow Brand Growth Heroes to learn more from winning founders scaling Challenger Brands:
Thanks to our Sound Engineer, Producer and all-round HERO Gyp Buggane at Ballagroove.com and to Charlie at CBMedia - Mention BGH when you contact them for special listener offers.
How product focus enables more innovation, with over 65 unique SKUs developed while keeping production centred on chef-made, sauce-based meals.
What Sam and Charlie have learned about scaling together, from sharing ownership and responsibility to building a team that allows them to move beyond day-to-day production.
Key Topics Discussed
Creating a new category within frozen ready meals
Growing from £4,000 monthly revenue to a £15 million annualised run rate
The role of DTC in consumer education and product development
Dragons' Den, social proof and retail credibility
Launching into Ocado, Waitrose and Sainsbury's
Why around 90% of the business was still DTC at the time of recording
Building a manufacturing facility from scratch
Using operational complexity to create a competitive moat
Keeping the manufacturing model focused while expanding the range
Restaurant, chef and food creator collaborations
Why consumers value control as well as convenience
The economics of flexible portions and different eating occasions
Scaling the team without losing operational discipline
The realities of building a business with a childhood friend
Why a 50/50 co-founder partnership has worked for Sam and Charlie
What the Brand Growth Heroes programme taught them about messaging and consumer awareness
Did you get value from this episode? As founders, you know how important Rate of Sale is. For you, it's units sold on shelf or from your website. For us, it's episode downloads, follows, and even comments and shares. Want to share some love or thanks back this way? Then double-check that you've clicked FOLLOW or SUBSCRIBE - it makes a REAL difference to our business.
Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.
*** HUGE Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the BEST commercial law firm for Founders of CPG brands ***
If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.
That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.
Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today!
Thanks to our Producer & Sound Engineer Gyp Buggane at Ballagroove.com, to Kimberely and Charlie, to Nats and all the BGH team.
What happened after roughly 140 VC rejections
Cutting technology and marketing spend to change the economics
How existing investors helped save the business
Founder dilution and protecting crowdfunding investors
The physical impact of founder stress
Why Grubby shares its P&L internally every month
Building a more financially disciplined growth model
Acquiring manufacturing and recipe IP from Allplants
Ready meals growing to around 20% of the business
£50-ish customer acquisition costs and reducing reliance on paid social
Using AI for menu optimisation, forecasting and waste reduction
Partnerships as a route to product discovery and growth
Why Martin wishes he’d hired an FD sooner Pasted text
Community and review request
If you learn anything from this chat, PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate or anyone trying to work out how to build a sharper, more focused growth model. AND!
Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.
IF you leave a review with your name and I can find you on LinkedIn, I promise to write to say thanks!
*** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm ***
If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.
But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.
That’s why we’re proud to partner with Joelson, the leading commercial law firm with 10000s of hours experience supporting the founders of scaling consumer brands, just like you.
Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and they still work with them at JamJar Investments today!
Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (https://joelsonlaw.com/contact/bookings/ We HIGHLY recommend you take them up on it, you'll learn a LOT. (Don't forget to let them know you booked becauase you listened to Brand Growth Heroes)
********
Follow Brand Growth Heroes to learn more from fab founders scaling Challenger Brands:
Community and review request Did you get a nugget of value from this chat? If so, PLEASE share your thanks by hitting FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.
AND by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves business podcasts - or anyone trying to work out how to build a sharper, more focused growth model±
Are you a founder leaning in to the value that AI can unlock for your consumer branded business? Then join Fiona's NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.
Sponsor *** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm *** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today!
20%Discount code for Brand Growth Heroes Fans: Use BGH20% at checkout at the Aduna store
Like this episode? PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model.
Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.
Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.
*** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm ***
If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.
But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.
That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.
Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today!
Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners - just request it here - we highly recommend you take them up on it!
Credits
Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire BGH team.
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 on hello@joelsonlaw.com!
==============================================
If this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review
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. Plus, your small gesture will be truly appreciated.
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 ZnmPvZOnCDIffjwMVXXI
Reviewing customer and supplier contracts
Change-of-control provisions
Making sure the company owns its brand assets
The Innocent logo dispute and the importance of intellectual property
Why unresolved legal issues can delay or jeopardise a sale
Useful links
https://joelsonlaw.com/
Like this episode? PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model.
Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.
Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.
*** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm ***
If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.
But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.
That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.
Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today!
Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (https://joelsonlaw.com/contact/) - we highly recommend you take them up on it!
Credits
Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire Brand Growth Heroes team.
Planning for illness, parental leave or a founder leaving the company
Good-leaver and bad-leaver provisions
Founder vesting schedules
Preventing dead equity
Why vesting should generally be balanced between co-founders
Using AI to create co-founder agreements
Why AI cannot identify questions founders do not know to ask
The risk of US legal assumptions appearing in UK agreements
Typical advisor equity of approximately 1% to 2.5%
Why 5% or 7.5% may be excessive for an advisor
Founder control at 75%, 50% and 30% ownership
Creating a 15% to 20% employee option pool
Understanding fully diluted valuations
Who absorbs option-pool dilution during an investment round
EMI options and tax-efficient employee incentives
Giving meaningful equity to instrumental early employees
Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.
*** Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ***
Scaling CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property - that's why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (mailto:hello@joelsonlaw.com) - we highly recommend you take them up on it! Credits Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire BGH team
Making taboo categories emotionally accessible
Period care, bladder care and sexual wellness
Growing through rate of sale, not just distribution
Education on shelf and in-store communication
Sports partnerships, stigma and period confidence
Building a team of 31 women
Scaling towards 50–100% growth ambitions
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Do you want to lean in to unlock value from AI? We have a whatsapp group -the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. Do you want to join?
*** A massive thanks thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ***
If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.
But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.
That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.
Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today!
Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (mailto:hello@joelsonlaw.com) - we highly recommend you take them up on it!
CREDITS
Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and all the rest of the Brand Growth Heroes team.
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