I remember sitting in meetings at McVitie's, listening to the marketing team go back and forth. "We don't want to upset our core consumers, they love the product." And then, almost in the same breath: "But we also want to attract Gen Z and millennials."

Both things. At the same time. From the same ...

186. That is the number of trials it took to get this product right.

I know what you are thinking. That is absolutely insane. But when you are developing a plant-based barista drink from scratch with a clean-label brief, no allergens, no seed oils, no stabilisers, and working with a client who know...

I have just come back from the Food & Drink Expo at the NEC Birmingham, and I came back with so much to share.

I watched StickyBeak present their insights from Expo West 2026, one of the biggest food and drink trade shows in the world. Nine trends, some of them I expected but some of them genuinely...

When was the last time you really looked at your repeat purchase rate?

Not roughly. Not "I think it's okay." Really looked at it.

Because that number, more than your launch figures, more than your follower count, more than anything on your marketing dashboard, is the one that tells you the truth a...

I have tested some truly, truly challenging things in my career. Products that made my body physically react. Products where I had to take a step back, reset and think, right, where am I going to start with this? Today, I want to take you behind the scenes of what I'm actually doing when a functiona...