Inside the Four Walls – Details, episodes & analysis

The story goes something like this... Sports nutrition has gone mainstream, although there are some geographies where it remains "core" and more closely aligned to bodybuilding and the aesthetic focused consumer - the Middle East for example. 

But is that true? Well, Victoria Boldison helps us to better understand the Middle East, including how best to approach the different countries/states, how to navigate cultural differences and how to identify the logistics of go to market strategies. It seems there is so much more to the Middle East than the simple stereotype of "core sports nutrition"...

Joe Welstead tells you how it is. On start up life, on nootropics, on working with retailers, talking to investors, and creating genuinely better for you products... (amongst many other things). But he certainly doesn't take the path of least resistance, in fact the polar opposite. This is a 'real' podcast with genuinely great insight. And it is provides an inside track to developing a brand in one of the most focused areas post pandemic in energy, stress and sleep. 

Personalised nutrition continues to capture the imagination and is global macro trend that is influencing the nutrition industry today. However, just how established is it, what do consumers believe about personalised nutrition and what is it that they actually want?

Adrian Kapsilis is the founder and CEO of Loewi, a two year old personalised nutrition company that has established itself as offering tailor made vitamins based on blood biomarkers and a lifestyle questionnaire. Adrian talks us through the background to Loewi, just how difficult it is to start a personalised nutrition company, the importance of science and technology, the maturity of the consumer and the complexity of the supply chain. 

If you want to know about the ins and outs of personalised nutrition, then this is the podcast for you. 

Everyone talks about sports and active nutrition going 'mainstream', particularly in categories like Healthy Snacking. But what does it take to compete in the world of healthy snacking that is already mass and saturated with well-established multi-national brands. 

Sara Trechman is co-founder of Well&Truly - a mainstream (savoury) healthy snacking brand. Sara helps us understand the realities of this category, how it is defined, and crucially, what it takes to be successful. Sara also brings with her 6 years of senior experience working with GPN and PhD and helps us to reflect on what the opportunities and risks are for sports nutrition brands in this environment. 

I often say that it isn't the category of sports nutrition that has gone mainstream, it is the principles of sports nutrition. This is a great listen for those trying to better understand the opportunities for growth in snacking and functional foods. 

There is nothing dull about our industry - and i include regulation in that too! 

The regulatory landscape in Europe is often viewed negatively for being restrictive to innovation. And whilst it easy to understand why - there are only ~230 approved claims for one - it is also an opportunity to differentiate. Mark Tallon helps us to better interpret the regulatory landscape, how to navigate grey areas and where to identify opportunities in which to take advantage and be creative. This isn't your standard approach to regulation, it is your practical guide to doing it better than the rest.

Ever thought about what the future looks like? Then launch in China. 

China is mind-blowing. The number of consumers, their interest in health and wellness, and the advanced nature of their online engagement all adds up to a huge commercial market for nutrition. In this episode, we talk to Zarina Kanji from Alibaba about the opportunity for brands in Europe to export into China. We talk about the consumer, who they are, what products they want, and of course, the logistics of making it happen. 

But this is isn't just about globalisation, it is about taking one step into the future. 

Stories and insight don't come much better than this. 

Marcus and Jack started YourZooki because they wanted a product for themselves that didn't exist. So they found a way to make it and they convinced people to buy it. Four years on, they are in over 2500 retail stores, sell a product every 5 seconds and have just launched into GNC in the US. And the best part of it all - the products remain niche and the scope of the opportunity that presents itself would suggest that they've only just got started. 

If you didn't know YourZooki before this podcast, I guarantee you'll not forget them after listening to this podcast. 

Every trend starts somewhere. In Europe, the interest in foods and supplements to feed the brain started with Braineffect. They are true category creators who believe that nurturing a focused, calm and healthy mind should be the new normal. And who wouldn't agree with that... Fabian Foelsch is the cofounder and CEO and helps us to understand what it takes to developing the leading platform in Europe. From the consumer, to the role of education, to the importance of brand permission. This episode has it all.  

You can't go anywhere without hearing about the "opportunity" in esports and gaming nutrition. The macro market is huge, but the role of nutrition  products and supplements is in its infancy. But for how long? If you speak to anyone from 'within', then the question is not 'why' but 'why not'. Gary Kleinman is co-founder of Skinz.gg a start up gaming brand that is focused on player performance and healthcare. Gary provides us with a unique insight into the world of gaming and the role of nutrition, reminding us that it is not about games per se, but the community and lifestyle. 

Perhaps the most talked about area or category of the last few years has to be 'healthy category'. It represents a collision point of sports nutrition brands going mainstream, FMCG becoming 'better for you' and a whole set of new brands defining 'active lifestyle'. Stefan Lagerqvist is the CEO of N!cks a leading brand in Sweden with a portfolio of bars and ice cream. Stefan talks us through the growth N!cks, how innovation has helped define their success so far, and the impact a recent capital raise of 30 million USD will have on their business.