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...

Why your taste complaints keep coming back

The email lands on a Monday morning. More samples from your flavour supplier. This is the third round. You taste them, none of them feel right, and you send another email. More samples. More waiting. More tasting. And somehow, three months later, your cons...

Most food and drink founders who reach out to me already know something is wrong with their product. They can feel it in their sales data, in the reviews, in the silence of consumers who bought once and never came back. What they often don't know is which problem they are actually dealing with.

And...

Your product tastes good. So why won't people come back?

Your product's getting tried. The reviews are mostly positive. Your team tastes it regularly and agrees it's good. The launch went well, the initial sales came in. And yet, the repeat purchase rate is nowhere near where it should be.

So natu...

Getting the listing is exciting. I know it is. It's one of the best moments in this industry, and it absolutely should be celebrated.

But here's what nobody really talks about: what happens six months later.

Because getting listed is one thing. Staying listed is a completely different game. And th...