Andy and Sam discuss the founding journey of Andy's meat alternative brand and the flash of insight that led to its creation. They explore the process of developing the product and the challenges of finding a manufacturer. Andy shares his controversial views on consumer testing and the importance of familiarity in product development. They also discuss the branding strategy and the educational aspect of introducing a new product to consumers. Andy provides insights into the international growth plan and the fundraising experience, including the challenges of working with institutional investors. In this conversation, Andy, the founder of a successful FMCG company, discusses his experiences and insights as a startup founder. He challenges conventional norms in the startup world, such as the concept of needing a lead investor and founder vesting. Andy also shares his thoughts on the future of FMCG, including the potential for more meat alternatives and the development of new protein delivery options. Additionally, he introduces his new charity, A Bit Weird, which aims to question and scrutinize societal norms regarding animal welfare.

Keywords

founding journey, meat alternative, flash of insight, product development, manufacturer, consumer testing, branding strategy, educational aspect, international growth plan, fundraising, institutional investors, startup founder, FMCG, lead investor, founder vesting, future of FMCG, meat alternatives, protein delivery options, animal welfare

Takeaways

• The founding journey of a meat alternative brand involves a deep understanding of the market and a flash of insight to identify a unique opportunity.
• Developing a meat alternative product requires extensive research, testing, and iteration to achieve the desired taste, texture, and quality.
• Consumer testing may not always be necessary for meat alternative products, as the target is to create a seamless substitution that is familiar to consumers.
• Branding plays a crucial role in differentiating a meat alternative brand and attracting mainstream consumers.
• International expansion should be approached cautiously in the FMCG industry, as it requires significant resources and expertise.
• Working with institutional investors can be challenging, and founders should educate themselves on investor relations to effectively manage stakeholders. Questioning conventional norms in the startup world can lead to innovative approaches and strategies.
• The FMCG industry has a slumbering demand for plant-based products, and there is an opportunity to tap into this market by offering new and improved options.
• The future of FMCG may involve the development of clean label, highly nutritious, and whole food-based products.
• Societal conditioning and cognitive dissonance contribute to the acceptance of harmful practices, such as the mistreatment of animals.
• Andy's new charity, A Bit Weird, aims to challenge societal norms regarding animal welfare and create a world where not caring about animal welfare is seen as abnormal.

Chapters

00:00 The Founding Journey and Flash of Insight

06:29 The Role of Branding in Differentiation

39:44 The Future of FMCG: Tapping into Slumbering Demand

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