Getting to Grow

How do you build a food brand from scratch, survive a disastrous launch and go on to build three successful brands?In this live episode of Getting to Grow, recorded at Lunch!, Zoe Fox sits down with James Averdieck, the founder of Gü, Coconut Collaborative and Spooners, to talk about what it really takes to build, grow and scale food and drink brands. He is also Zoe’s boss, so the questions were kept nice. The answers weren’t.James launched Gü about 25 years ago, in a heatwave, when chocolate puddings don’t sell. It was a complete disaster for the first three months, and both Sainsbury’s and Waitrose threatened to delist it. He went on to sell the business in 2010 at age 44, then moved into coconut, a niche inside a big category that he believed could grow into something much bigger. Today he’s behind Coconut Collaborative, which has just launched coconut water, and Spooners, a cookie dough brand that took a first-mover position in the UK supermarket desserts aisle.The conversation also covers why James believes money doesn’t build brands, why you have to earn your market share in the UK rather than buy it, and why rate of sale is the number that drives the industry. He explains the difference between playing to win and playing not to lose, why he has no business idols, and why he’d turn down a hypothetical £10 million. He also shares his view on manifesting and mindset for anyone scared to start a business.In this episode:How James launched Gü and survived a disastrous first three monthsHow near-delisting from Sainsbury’s and Waitrose almost ended the brandWhy he moved from desserts into coconut after selling GüWhy he doesn’t call Coconut Collaborative a “yogurt alternative”How Coconut Collaborative launched coconut water and reached about £400k in sales in three monthsHow Spooners found a gap in the cookie dough marketWhy rate of sale is the metric that matters in UK supermarketsWhy money is the lubricant, not the engine, of growthWhy entrepreneurial teams play to win and big companies play not to loseWhy being customer-focused is the key to winningWhy James has no business idols and follows his nose insteadWhy he would hate being a non-exec directorHow mindset and manifesting help founders build confidenceWhy trade shows like Lunch! matter for making connectionsWhat James would do if he lost everything tomorrowWhether there’s another business after SpoonersIf you’re interested in entrepreneurship, food and drink, FMCG, consumer brands, retail, product development, startups or business growth, you’ll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-foxgettingtogrow/coconut collab:https://www.instagram.com/coconutcollab/?hl=enhttps://coconutco.co.uk/

How do you build a brand from scratch, turn a product into a brand people genuinely recognise, survive years of setbacks and eventually build a portfolio of brands?In this episode of Getting to Grow, Zoe Fox sits down with Jamie Laing and Ed Williams, the co-founders behind Candy Kittens and the team now taking Graze into its next chapter, to discuss what it really takes to build, grow and scale consumer brands.Jamie and Ed first met 15 years ago when Jamie approached Ed to help design T-shirts for Candy Kittens. Instead, Ed came back with a completely different idea: forget the sweet shop and build a packaged sweets brand that could be sold around the world. That conversation became the beginning of their business partnership and the foundation of Candy Kittens.Since then, they've built Candy Kittens into a recognised confectionery brand, expanded into major retailers and recently acquired Graze from Unilever. They discuss what it takes to move from simply creating a product to building a brand that consumers actually recognise, remember and want to buy.The conversation also explores why the relationship between Jamie and Ed works, how starting as business partners rather than friends allowed them to be brutally honest with each other, and why finding the right co-founder can sometimes be more important than starting a business with your best friend.Jamie and Ed share the reality behind building consumer brands, including getting their first major retail listing, dealing with mistakes, constantly improving products and packaging, and learning that there is always something that could be done better.They also discuss their approach to social media and branding, why companies shouldn't simply copy what other brands are doing, why chasing virality can distract from the real goal of selling products, and why brands need to understand exactly who their customer is.The pair also reflect on the importance of removing ego as a founder, knowing what you're bad at, taking risks, building great teams and continuing to show up when things aren't going well.Jamie and Ed explain why they believe success takes much longer than people think, why there is no secret shortcut to building a successful business, and why the founders who keep turning up when the chips are down are the ones who ultimately create something lasting.They also discuss their ambitions for building a house of brands, why Graze was a brand they had admired since the early days of Candy Kittens, and their long-term ambition to build the UK equivalent of LVMH for food and drink.In this episode:- How Jamie Laing and Ed Williams met and started Candy Kittens- How Candy Kittens went from an idea to a recognised consumer brand- The difference between creating a product and building a brand- How they landed their first major retail listing- Why starting as business partners helped their relationship- Why co-founders don't necessarily need to be friends- How Jamie and Ed built Candy Kittens over 15 years- Why they decided to acquire Graze- How they approached the 100-day Graze rebrand- Why founders need to remove their ego- How to deal with mistakes and constant setbacks- Why relentless execution matters- The importance of building the right team- Why success takes longer than you think- Why 50% of success is simply turning up- How to keep going when things aren't working- Their ambitions for building a house of brands- Jamie and Ed's approach to risk, failure and entrepreneurship- What they would do if everything they built disappeared tomorrowIf you're interested in entrepreneurship, startups, consumer brands, FMCG, branding, marketing, social media, retail, product development, leadership or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-foxgettingtogrow/Graze: https://www.graze.com/Candy Kittens: https://candykittens.co.uk/

Can a simple electric toothbrush really become a £50 million business? What does it actually take to build a consumer brand from scratch, survive major setbacks, get rejected by 98–99% of investors and create a product that customers genuinely want?In this episode of Getting to Grow, Zoe Fox sits down with Mark Rushmore, founder of SURI, to discuss what it really takes to build, scale and grow a modern consumer brand.After working at P&G and managing Pringles UK, Mark went on to build and sell an experiential marketing agency before turning his attention to the oral care industry. After seeing the problems with existing electric toothbrushes and the amount of waste created by the category, Mark and his co-founder Geeve set out to build something different.Launched in May 2022, SURI quickly found traction, selling out its first 5,000 units within days and continuing to grow through consumer feedback, word of mouth, reviews, influencers and a growing marketing flywheel. Mark explains how the company went from launch to targeting more than £50 million in revenue just four years later.In this conversation, Mark shares the realities of building SURI, from developing a more sustainable electric toothbrush and listening closely to consumers to dealing with supply chain problems, products stuck in customs and the fear that the company could go bankrupt before it had even properly started.He also discusses the challenge of raising investment, why 98–99% of investors rejected SURI, how he approached fundraising like dating, and why the right investors can bring much more to a business than just money.Mark explains why he believes the secret to SURI's growth was hiding in plain sight: listening to customers and building what they actually wanted. He also breaks down how the company's marketing flywheel developed through small improvements across advertising, influencers, reviews, referrals, SEO and word of mouth.The conversation also explores entrepreneurship, dealing with constant problems, building a large addressable market, competing in a huge category, the importance of scientific credibility and why problems can actually be a sign of life.Mark also reflects on the bigger picture, including why time is the most precious commodity, what he would be proud of if SURI disappeared tomorrow, and why he would still take the chance and do it all again.In this episode:How Mark Rushmore built SURIHow SURI went from launch to a £50M revenue businessWhy the electric toothbrush market was ripe for disruptionHow SURI sold out its first 5,000 unitsWhy listening to consumers was key to SURI's growthHow SURI built its marketing flywheelThe importance of word of mouth and customer reviewsHow SURI dealt with products getting stuck in customsWhy Mark thought the company could go bankrupt before it startedWhat it takes to build a sustainable consumer productHow SURI raised external investmentWhy 98–99% of investors rejected SURIHow Mark approached fundraising and investor relationshipsWhy the right investors can bring more than just moneyHow to deal with constant problems as an entrepreneurWhy problems can be a sign of lifeHow SURI built credibility through scientists and dental expertsWhy making something slightly better can create a huge opportunityMark's approach to risk, failure and entrepreneurshipWhy time is the most precious commodity If you're interested in entrepreneurship, startups, consumer brands, FMCG, oral care, sustainability, product development, marketing, fundraising, branding, customer acquisition, leadership or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-foxgettingtogrow/SURI:https://www.trysuri.com/https://www.instagram.com/discoversuri/

Can an old-fashioned milk round really become a modern £60 million business? What does it actually take to revive a forgotten business model, scale to 130,000 customers, survive major setbacks and expand into America?In this episode of Getting to Grow, Zoe Fox sits down with Simon Mellon, founder of The Modern Milkman, to discuss what it really takes to build, scale and evolve a modern consumer business.Growing up in the food industry, Simon spent his early career working as a mechanic and in motorsport before returning to food. He became interested in the disconnect between consumers, farmers and food producers, as well as the waste created by increasingly long supply chains. While looking for a way to solve those problems, he discovered the traditional milk round and saw an opportunity to bring it back with technology.What started with buying a local milk round for £2,500 and around 100 customers eventually grew into a business serving around 130,000 UK customers and generating around £60 million in UK revenue. Simon explains how technology transformed the traditional milk round, how the business built density through local routes, and how COVID caused the company to quadruple in just two weeks.In this conversation, Simon shares the realities of scaling Modern Milkman, from building the technology and logistics infrastructure behind the business to navigating rapid growth, raising more than £60 million, managing major economic shocks and expanding into the United States. He also discusses one of the company's biggest product failures, when a customer described their own oat milk as tasting like "piss soaked cardboard", and the lessons that came from it.Simon explains why operations and logistics are at the heart of Modern Milkman's business model, why America is a completely different challenge to the UK, why founders should surround themselves with people willing to challenge their ideas, and how he had to evolve from doing everything himself to enabling other people to succeed.He also discusses the company's long-term vision of becoming a service that sits on the household doorstep, why milk is just the entry point, how sustainability and convenience drive the business, and why being one percent better every day can create a much bigger impact over time.In this episode:How Simon Mellon built Modern MilkmanWhy the traditional milk round was ahead of its timeHow he bought his first milk round for £2,500How Modern Milkman grew to 130,000 customersHow COVID caused the business to quadruple in two weeksWhy technology and logistics are at the heart of the businessThe biggest mistakes and failures, including the oat milk disasterHow Modern Milkman raised more than £60 millionWhy scaling a business gets harder as it gets biggerWhy founders need people who challenge their thinkingHow Simon learned to stop doing everything himselfHow Modern Milkman expanded into AmericaWhy America is not one marketWhy not knowing everything can be a superpowerSimon’s advice to aspiring founders: just crack on and have a goIf you're interested in entrepreneurship, startups, FMCG, consumer brands, grocery, sustainability, logistics, technology, marketing, operations, fundraising, leadership or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-foxgettingtogrow/Modern Milkmanhttps://themodernmilkman.co.uk/https://www.instagram.com/modernmilkman_uk/

Can a challenger brand really reinvent a category? What does it actually take to build a drinks brand, survive near-bankruptcy, and turn an unconventional product into an international business?In this episode of Getting to Grow, Zoe Fox sits down with Gerry Calabrese, founder of Hoxton Gin, to discuss what it really takes to build, fund and scale a successful drinks brand.Growing up around hospitality and bartending, Gerry went from working behind the bar to opening his own venues before creating Hoxton Gin. What started as a product designed for his own customers eventually became an international drinks brand, with Hoxton expanding beyond gin into a portfolio of flavoured spirits.In this conversation, Gerry shares the realities of building a drinks brand, from creating disruptive products and understanding changing consumer behaviour to navigating distribution, raising investment and learning from costly mistakes. He also discusses nearly going bankrupt, dealing with an investor who let him down, overordering stock, the importance of perseverance, and why hiring the right people can completely change the trajectory of a business.Gerry explains why younger consumers are increasingly driven by flavour rather than traditional spirit categories, how real ingredients can create premium flavoured spirits, why founders need to understand routes to market, and why brands should focus on creating experiences rather than simply selling products.He also discusses his journey from bar operator to founder, the importance of knowing what you're good at, why founders shouldn't try to do everything themselves, and what success means when you've spent years building something from scratch.In this episode:How Gerry Calabrese went from bartender to Hoxton Gin founderHow Hoxton Gin was createdWhy Gerry decided to put coconut in ginHow to build a disruptive drinks brandWhy understanding your customer mattersHow changing consumer behaviour is reshaping the spirits industryWhy younger consumers are becoming category agnosticThe opportunity in flavoured spiritsHow Hoxton develops products using real ingredientsThe realities of product development and testingThe biggest challenges of building a drinks brandWhy cash flow and distribution can make or break a businessThe investor mistake that nearly sunk Hoxton GinWhy founders need to be careful when choosing investorsThe biggest mistakes Gerry made while building HoxtonWhy overordering stock can become a major problemThe importance of perseverance in entrepreneurshipWhy failure can be more valuable than successHow Gerry learned to stop doing everything himselfWhy hiring the right people is critical to scalingHow to build an international drinks companyWhy routes to market matterHow brands can create advocacy without aggressively sellingWhy people hate being sold toHow to build products with the end consumer in mindWhat Gerry would be most proud of if Hoxton Gin disappeared tomorrowWhat the future of the spirits industry could look likeWhat success means to Gerry todayIf you're interested in entrepreneurship, startups, FMCG, consumer brands, branding, marketing, hospitality, drinks, product development, sales, fundraising or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-foxgettingtogrow/Hoxton Ginhttps://www.instagram.com/drinkhoxton/http://drinkhoxton.com/

Can an angel investor really know which startups will succeed? What does it actually take to raise money, build a great founder-investor relationship, and turn an early-stage business into something huge?In this episode of Getting to Grow, Zoe Fox sits down with Nick Green, FMCG angel investor and former operator at companies including Deliveroo and Weezy, to discuss what it really takes to build, fund and scale a successful business.After starting out as an operator, Nick gradually began investing in early-stage startups, eventually backing over 100 companies and helping raise money for more than 120 businesses. His portfolio includes brands across FMCG, technology and consumer, giving him a unique perspective from both sides of the investment table.In this conversation, Nick shares the realities of angel investing, what investors actually look for in founders, how to create a pitch that stands out, why fundraising is ultimately a sales process, and the red flags that can make an investor walk away from a deal.He also discusses startup valuations, choosing the right investors, why a smaller investor can sometimes bring more value than a larger cheque, how founders should approach fundraising, and why overly confident financial forecasts can be a massive turnoff for investors.Whether you're a founder, entrepreneur, marketer, investor or simply fascinated by startups and consumer brands, this episode is packed with practical lessons on fundraising, pitching, investing and building businesses that can scale.In this episode:How Nick Green went from startup operator to angel investorWhat it's like to back over 100 startupsHow Nick evaluates founders and investment opportunitiesWhat makes a founder genuinely investableThe three things investors look at in a pitch deckHow to build a deck that actually gets attentionWhy fundraising is ultimately a sales processHow founders should approach their fundraising strategyWhy the wrong investor can be dangerous for your businessHow to identify investor and founder red flagsWhy a smaller investor can sometimes be more valuable than a larger chequeHow early-stage startups should think about valuationWhy overvaluing your business can make you uninvestableThe importance of founder-investor relationshipsHow to leverage your investors' networksWhy eight-year financial forecasts can be a massive turnoffWhat founders should prepare before starting a funding roundHow to create momentum during a fundraiseLessons from investing in successful consumer brandsWhat makes a startup worth betting onIf you're interested in entrepreneurship, startups, angel investing, FMCG, consumer brands, branding, marketing, sales, fundraising, venture capital, investment or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: Getting to Grow on InstagramLinkedIn: Zoe Fox on LinkedIn

Can a challenger brand reinvent rum? What does it really take to build a premium consumer brand in one of the world's biggest but most overlooked spirit categories?In this episode of Getting to Grow, Zoe Fox sits down with George Frost, founder of The Duppy Share, to discuss how he built one of the UK's fastest-growing independent rum brands by combining Caribbean heritage, exceptional product quality and world-class branding.After discovering the legendary story of "The Duppy Share" while travelling in Jamaica, George realised the rum category lacked a modern, exciting brand that reflected the vibrant culture behind the spirit. What began as an unexpected opportunity became The Duppy Share—a premium rum brand challenging industry giants through storytelling, design and relentless execution.In this conversation, George shares the realities of building a challenger drinks brand, raising investment, growing internationally, creating a distinctive brand identity, winning retail and hospitality partnerships, and why consistency is one of the most underrated advantages in business.Whether you're a founder, entrepreneur, marketer, investor or simply fascinated by consumer brands, this episode is packed with practical lessons on branding, sales and building a business that lasts.**In this episode:*** How George Frost founded The Duppy Share* Building one of the UK's fastest-growing independent rum brands* Turning Caribbean folklore into a global brand* Why branding matters more than ever* Finding product-market fit in a mature industry* Building a premium consumer brand from scratch* The importance of storytelling in brand building* Raising investment and scaling a challenger business* Winning retail, hospitality and global distribution* Lessons from launching too early and learning the hard way* Why consistency beats constant change* Hunters vs farmers: mastering sales and partnerships* Building a business with the right people* Why saying "no" is often the biggest growth strategy* The future of premium rum and challenger consumer brandsIf you're interested in entrepreneurship, startups, branding, consumer products, FMCG, food & beverage, spirits, marketing, sales, fundraising, retail, DTC, hospitality or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: [https://www.instagram.com/gettingtogrow/](https://www.instagram.com/gettingtogrow/)LinkedIn: [https://www.linkedin.com/in/zoe-fox-377033b0/](https://www.linkedin.com/in/zoe-fox-377033b0/)The Duppy Share:https://www.instagram.com/theduppyshare/https://www.theduppyshare.com/

Can underwear impact women's health? How do you build a disruptive DTC brand in one of the world's most overlooked product categories?In this episode of Getting to Grow, Zoe Fox sits down with Oria & Amelie, co-founders of Underdays, to discuss how they built one of the UK's fastest-growing women's wellness brands by reinventing women's underwear.After meeting while working in the fashion industry, Oria & Amelie realised there was a huge gap in the market. While consumers were becoming increasingly conscious about clean beauty, wellness, skincare and activewear, almost nobody was talking about women's underwear or its role in women's health.What started as an idea shared over coffee became Underdays—a health-first underwear brand focused on comfort, intimate health, sustainable materials and building an authentic community.In this conversation, they share the reality of launching a startup during COVID-19, building a consumer brand from scratch, scaling an eCommerce business, creating a loyal customer base through influencer marketing, and growing a purpose-driven company in the competitive fashion and wellness industry.Whether you're a founder, entrepreneur, marketer, startup operator, investor or simply interested in women's health and consumer brands, this episode is packed with practical lessons on building a modern business.In this episode:How Oria & Amelie founded UnderdaysBuilding one of the UK's fastest-growing women's wellness brandsWhy women's underwear deserves more attention in women's healthThe gap between fashion, wellness and intimate healthLaunching a startup during the COVID-19 pandemicBuilding a DTC (Direct-to-Consumer) brand from scratchProduct development and creating health-first underwearWhy authenticity beats traditional influencer marketingHow micro-influencers outperform celebrity influencersGrowing through community, UGC and social mediaRaising investment and managing startup cash flowScaling a consumer product business profitablyRetail expansion and growing beyond eCommerceWhy purpose-driven brands win long termEntrepreneurship, resilience and lessons from building a startupThe future of women's wellness and health-first fashionIf you're interested in entrepreneurship, startups, consumer brands, DTC, eCommerce, influencer marketing, women founders, FMCG, fashion, wellness, women's health, branding, marketing, fundraising or business growth, you'll enjoy this conversation.Follow Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-fox-377033b0/Underdays:https://www.instagram.com/theunderdays/https://theunderdays.com/

How do two reality TV stars build one of the UK's fastest-growing beer brands?In this episode of Getting to Grow, Zoe Fox sits down with Harvey Armstrong and Sam Holmes, co-founders of Primetime Beer, to explore the realities of building a challenger drinks brand and the lessons they've learned scaling from an idea shared between friends to national supermarket shelves.Most people know Harvey and Sam from Made in Chelsea, but behind the TV appearances is a business that has secured listings in Tesco, Waitrose, M&S, Whole Foods and is now preparing to expand into the United States.Harvey and Sam share how a chance friendship turned into a business partnership, why they decided to reinvent beer for a more health-conscious generation, and what it really takes to build a consumer brand in one of the most competitive industries in the world.The conversation dives into product development, fundraising, retail expansion, brand building, founder relationships, startup resilience, and the realities of scaling a physical product business.Harvey and Sam open up about:• How a chance meeting led to the creation of Primetime Beer• Transitioning from Made in Chelsea into entrepreneurship• Why they wanted to build a healthier beer without compromising on taste• Spending over two years perfecting their first product• The realities of raising investment for a consumer brand• Why building a drinks business requires millions before becoming profitable• Securing retail listings in Waitrose, Tesco, M&S and Whole Foods• Expanding Primetime across pubs, festivals and major sporting venues• The importance of choosing strategic investors over simply raising capital• How complementary founder skill sets helped them scale the business• The terrifying moment their brewery went into administration before a major festival• Dealing with rejection, pressure and public perception as reality TV personalities• Building a founder-led brand through community and authenticity• Why saying no became one of the most valuable lessons in growing the business• The emotional highs and lows of entrepreneurship• Preparing to launch Primetime into the US market• The long-term vision for becoming the UK's leading better-for-you beer brandIf you're a founder, entrepreneur, consumer brand operator, marketer, investor, or someone interested in FMCG, retail, food & beverage, startup growth, fundraising, or building a business from scratch, this episode offers an honest look at what it takes to create and scale a modern challenger brand.Zoe FoxInstagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-fox-377033b0/Prime Timehttps://www.instagram.com/primetimesessions/https://primetimebeers.com/

What does it really take to turn a homemade recipe into a nationally stocked food brand?In this episode of Getting to Grow, Zoe Fox sits down with Giulia Berretti, founder of Sunny & Luna, to explore the realities of building a challenger food brand from scratch and the lessons she learned scaling from a kitchen experiment to supermarket shelves.Growing up in Italy, Giulia was surrounded by a culture that celebrated food. But after working in the fashion industry in New York and London, she experienced first-hand the negative attitudes towards carbs and traditional foods. During COVID, she combined her love of pasta and vegetables to create a product that could deliver real nutrition without sacrificing taste.Giulia shares how she went from making cauliflower gnocchi in her kitchen to pitching manufacturers across Italy, overcoming rejection, securing retail listings, and building a profitable food business in one of the UK's most competitive categories.The conversation dives into product development, manufacturing, retail expansion, startup funding, founder mindset, and the realities of scaling a physical product business.Giulia opens up about:• Why the fashion industry's relationship with food inspired Sunny & Luna• Creating a vegetable-packed pasta product during COVID• The challenges of turning a homemade recipe into a scalable product• Finding manufacturers and pitching an unproven idea• Why most founders spend too much time perfecting products• The importance of protecting margins from day one• Building partnerships with manufacturers and retailers• Launching in Whole Foods, Planet Organic, Selfridges, Ocado, and Sainsbury's• Why focus is one of the most important skills for founders• Managing rejection and uncertainty while growing a business• The differences between startup culture in Italy and the UK• Raising investment through friends, family, and angel investors• Becoming profitable while continuing to grow the brand• The challenges of hiring and building a small team• Why sampling remains one of the most effective marketing tools• The emotional highs and lows of entrepreneurship• Learning when to say no to opportunities• Scaling a food brand without compromising product quality• What the future holds for Sunny & LunaIf you're a founder, entrepreneur, food brand operator, marketer, investor, or someone interested in FMCG, retail, consumer products, startup growth, or building a business from scratch, this episode offers a practical look at what it takes to create a successful brand in a competitive market.Zoe Fox:Instagram: https://www.instagram.com/gettingtogrow/LinkedIn: https://www.linkedin.com/in/zoe-fox-377033b0/Sunny & Luna:Instagram: https://www.instagram.com/sunnyandlunaeats/LinkedIn: https://www.linkedin.com/company/sunnyandluna/?originalSubdomain=uk