『Brand Growth Heroes』のカバーアート

Brand Growth Heroes

Brand Growth Heroes

著者： Fiona Fitz | Brand Growth Heroes Mini MBA |
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Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +25 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.Copyright Fiona Fitz Consulting Ltd. マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
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  • Aduna Superfoods: Building The Supplements Category 3.0

    Aduna Superfoods: Building The Supplements Category 3.0
    2026/09/02
    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 LearnHow Aduna created demand for ingredients consumers had never heard ofWhy getting a retail listing means very little if shoppers don’t understand what your product is forHow intensive sampling helped take baobab from almost no rate of sale to a best-selling superfoodWhy Aduna moved from ingredient-first communication towards clearer consumer need statesWhat founders building new categories can learn about timing, market education and knowing when the consumer is finally readyKey Topics DiscussedBuilding a new category around unfamiliar ingredientsIntroducing baobab and moringa to the UK marketWhy Whole Foods initially rejected Aduna because “nobody comes in asking for baobab”Creating demand before there is established consumer awarenessThe role of sampling in category buildingGoing from around 10 units sold in three months to becoming a best-selling superfood in Whole Foods and Planet OrganicUsing early retail success to unlock Holland & BarrettWhy product education alone can become a commercial constraintAduna’s strategic shift towards consumer needs such as gut health and radianceProtecting brand integrity while becoming more commercially focusedThe rise of wholefood powders and supplementsWhy ingredient quality matters as consumers become more knowledgeableAduna’s “Superfood 2.0” thinking around bioactive compoundsHigh-flavanol cacao and the difference between commodity ingredients and higher-quality functional ingredientsBuilding a proprietary supply chain in Ghana and Burkina FasoWorking with more than 100 women’s cooperativesAgroforestry, tree planting and community infrastructureThe relationship between Aduna’s branded consumer business and its ingredient supply businessAmazon as a major growth channelAmazon UK growing around 50–60% year on yearThe scale of the Amazon US opportunityAduna’s ambition to grow towards £15 million over the next four yearsBuilding long-term sustainable growth rather than chasing scale at the expense of qualityUseful linkshttps://www.instagram.com/adunasuperfoods/?hl=en20% 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 our communityInstagram (https://www.instagram.com/brandgrowthheroes)LinkedIn (https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true)Youtube (https://www.youtube.com/@brandgrowthheroes)Find out more about the programmes and courses Fiona runs here (https://www.brandgrowthheroes.com/mini-mba-2026)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 ...
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    41 分
  • How Merchant Gourmet Doubled Sales from £15M to £30M in just 4 years

    How Merchant Gourmet Doubled Sales from £15M to £30M in just 4 years
    2026/08/18

    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!


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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 on hello@joelsonlaw.com!

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    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!

    Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.

    Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social kews
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    48 分
  • Equity, Shareholders, Investment - How Much Should Brand Founders Give Away? | Phil Hails-Smith, Managing Partner, Joelson

    Equity, Shareholders, Investment - How Much Should Brand Founders Give Away? | Phil Hails-Smith, Managing Partner, Joelson
    2026/07/21
    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 LearnHow 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 DiscussedAssessing each founder’s original idea, commitment and financial riskWhy equal equity is not always the fairest structurePlanning for illness, parental leave or a founder leaving the companyGood-leaver and bad-leaver provisionsFounder vesting schedulesPreventing dead equityWhy vesting should generally be balanced between co-foundersUsing AI to create co-founder agreementsWhy AI cannot identify questions founders do not know to askThe risk of US legal assumptions appearing in UK agreementsTypical advisor equity of approximately 1% to 2.5%Why 5% or 7.5% may be excessive for an advisorFounder control at 75%, 50% and 30% ownershipCreating a 15% to 20% employee option poolUnderstanding fully diluted valuationsWho absorbs option-pool dilution during an investment roundEMI options and tax-efficient employee incentivesGiving meaningful equity to instrumental early employeesUseful linkshttps://joelsonlaw.com/https://www.linkedin.com/company/joelson-law/Like this episode?PLEASE share the love by sharing it 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 our communityInstagram (https://www.instagram.com/brandgrowthheroes)LinkedIn (https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true)Youtube (https://www.youtube.com/brandgrowthheroes)Find out more about the programmes and courses Fiona runs here (https://www.brandgrowthheroes.com/mini-mba-2026)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!CreditsThanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire BGH team
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    30 分
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