Premium chocolate sales rose 17% among GLP-1 users in 2025.
When I first came across that stat, I sat with it for a moment. Because it cuts directly against what most of the food and drink industry seems to believe about this consumer right now.
The assumption is simple: GLP-1 users eat less, so t...
The brief that removed most of the usual tools
My client was already running a successful allergen-free, vegan cookie brand. She wanted to extend her range into a plant-based barista drink. Clean label. Allergen-free. No seed oils. No added sugar. No stabilisers, no xanthan gum, no guar gum, no lec...
Why your sales figures are lying to you
Every year, more than 1,300 new food and drink products land on UK retailer shelves. And according to Nielsen's Breakthrough Innovation Report, 76% of them quietly disappear. That's not a rounding error. That's nearly four out of every five products that foun...
Pick up almost any adaptogen product from a UK shelf right now. Close your eyes and take a sip.
There is a very good chance that what hits you first is earthy, musty, or something close to cardboard. Maybe a metallic finish that lingers a little too long. And somewhere underneath it all, a faint tr...
Why your flavour brief is wrong before it begins
There is a question I ask almost every food founder I work with. It's deceptively simple: "How did you choose this flavour?"
Most of the time, I'll hear something along these lines: "It feels premium." "It fits our brand." "Everyone on the team love...
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