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...

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...