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  • BGH SHORT: Why Staff is THE Hardest Thing You Will Do (Joanna Jensen, Founder Child's Farm)

    BGH SHORT: Why Staff is THE Hardest Thing You Will Do (Joanna Jensen, Founder Child's Farm)
    2025/04/15

    Over the past few years, I’ve become increasingly frustrated at just how HARD it is for founders to find the right people for their business.

    • There are fewer applicants than there used to be for roles in sales and marketing in CPG businesses
    • It's even tougher to find that magic mix of mindset, experience and soft skills— as well as someone who genuinely fits your culture and values.
    • And the process? It's a lot: search, connect, schedule, first interviews, follow-ups, feedback loops — all while juggling a scaling business — and you STILL might not end up with the right person.

    It struck me that so many of the incredible guests on Brand Growth Heroes have shared absolute gold when it comes to building teams — how they hire, how they lead, and what they’ve learned when it all goes wrong.

    So the brilliant crew at MKJ Ignite - Billy, Paul and Immy, have gone through the Brand Growth Heroes archives and handpicked some snippets from the founders of your favourite challenger brands (think Olipop, Child's Farm, Perfect Ted and Tony's Chocolonely), pulling out the best people insights.

    And as a result....BGH SHORTS: The People Series was born!

    • Short 5 min episodes.
    • Golden nuggets.
    • Actionable insights

    Every 2 weeks, we’ll drop a new 5-minute clip - so don't forget to HIT FOLLOW!

    Because your business is only as strong as your team.

    It really shouldn’t be this hard — but it is.

    So let’s make it a little easier!

    👋 If you're wondering whether or not you need help with your recruitment, or would like to ask for some advice, you can book a no-obligation call with Billy - or anyone on the team - here!

    Connect with Billy Maddock on Linkedin

    Connect with Immy Southwell on Linkedin

    Connect with Paul Jones on Linkedin


    Follow MKJ Ignite on Instagram

    Connect with MKJ Ignite on Linkedin

    Have a listen and don't forget to hit FOLLOW so you can collect all the tips, stories, and real-world advice to lighten the load.

    Thanks again to MKJ Ignite for bringing us BGH SHORTS: The People Series

    #brandgrowthheroes #mkjignite #people #foundergrowth #leadership #scaling #foodanddrink #consumerbrands #startuplife
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    7 分
  • The Exit Playbook: Secrets to Selling your Brand

    The Exit Playbook: Secrets to Selling your Brand
    2025/04/09
    If you're the founder of a scaling brand, you've likely thought about selling your business. But when should you start preparing, and how do you find the right buyer?In this episode, we discuss mergers and acquisitions with Charles Lanceley, Managing Director of Alantra's consumer team. Alantra is a leading investment bank specialising in consumer brands. Charles has worked on major deals, including Fuel 10K, Strong Roots, and Grenade, and shares what makes a brand valuable—from strong financials to a compelling investment story.He explains why building a business solely to sell is a mistake and how focusing too much on an exit can hurt your chances of achieving a great one. You’ll learn why being ‘for sale’ is never ideal, how the best deals happen behind the scenes, and why top M&A advisors don’t just find buyers—they already know who’s in the market.We also cover common founder mistakes, like underestimating due diligence and not preparing for the workload of an exit. Charles highlights how an advisor can ease this process, letting founders stay focused on running their business—because if performance dips, so does the deal’s value.Finally, we discuss how private equity and trade buyers view businesses differently, the impact of market cycles, and why the best way to maximise your exit is to build a brand buyers can’t ignore. Whether you're considering selling soon or just want to create a lasting brand, this episode is packed with essential insights. Enjoy!Useful links:Connect with Charles on LinkedInLearn more about Alantra ========================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=========================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!=========================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.
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    49 分
  • The 'Menopause' Category.... & Swinging From the Chandelier

    The 'Menopause' Category.... & Swinging From the Chandelier
    2025/03/26
    Did you know that 1 billion women globally are menopausal at any given time? Yet, until recently, the retail industry has largely overlooked this audience. Well....that’s all about to change!In this episode of Brand Growth Heroes, we explore the groundbreaking work of GenM, the menopause partner for brands and retailers, and its mission to reshape how women shop for menopause-friendly products.Our latest #BGH guest, Heather Jackson (CEO and co-founder of GenM), is the unstoppable force behind GenM. She shares how GenM is pioneering the MTick accreditation—a universal shopping symbol that helps women find products proven to support their menopause journey. With major players like Tesco, Boots, Sainsbury’s, Unilever, and Procter & Gamble already on board, this is more than just a trend—it’s a retail revolution.This episode explores how GenM convinced top retailers and brands to take menopause seriously and why menopause-friendly shopping is a permanent category, not a passing fad.We discuss the commercial opportunity for brands that get it right, the science-backed credibility of the MTick accreditation, and the groundbreaking launch of Tesco’s first-ever permanent menopause-friendly aisle.Heather shares eye-opening insights, including the startling reality that only 5% of women feel confident navigating menopause, and just 2% feel they are thriving. With 86% of women seeking non-HRT solutions, the demand for menopause-friendly products has never been greater.Why You Should Listen: If you're a founder, brand leader, or retailer, this episode is a must-listen. The menopause market isn’t niche—it’s 20% of your customer base and finally getting the visibility it deserves.=============================================================A small favour: If this episode inspires you to think about new ways to drive business growth, please hit FOLLOW and even leave a review! This tiny gesture means the world to us and allows us to share these nuggets of insight and value with you more often. We see every new follower and read every review, so thank you in advance!=============================================================Useful Links:Learn more about GenM and the MTIC accreditationFollow Heather Jackson on LinkedIn=============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.
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    38 分
  • Ep83: From DIY to £10M by 2027: ManiLife The 'World's BEST Peanut Butter'

    Ep83: From DIY to £10M by 2027: ManiLife The 'World's BEST Peanut Butter'
    2025/03/04
    A small favour: If this episode inspires you to think about new ways to drive business growth, please please hit FOLLOW and even leave a review!This tiny gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often. We see every new follow and read every review so thank you in advance!=============================================================In this latest Brand Growth Heroes episode, host Fiona Fitz chats with Stu MacDonald, founder of what's said to be the world's BEST peanut butter... ManiLife. After years of crossing paths, they finally get to dive deep into Stu’s story—from hand-blending peanut butter in a rugby club kitchen to scaling up and running his own factory.Stu opens up about the pressures of growth, the realities of burnout, and the difficult decision to step back from running the business in order to help it thrive in a new way.As well as some REALLY honest, deep and raw stuff from Stu about a period of burnout, you'll hear about:The surprising accident that led to Deep Roast Peanut Butter Why 44% of peanut butter sales now come from bulk tubs The mindset shift from being a founder who runs the business to one who supports its growth in a different role The impact of having the right team and how it changes everythingWe hope you enjoy one of the most raw and real conversations we've had on the show to date!Useful Links:ManiLife websiteStu Macdonald LinkedInManiLife LinkedInManiLife InstagramManiLife FB=============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place...so thanks Joelson - we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line on hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review? This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.
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    45 分
  • Ep82 You Need *This* Legal Kryptonite (& ChatGBT Can't Give it To You)

    Ep82 You Need *This* Legal Kryptonite (& ChatGBT Can't Give it To You)
    2025/02/19

    Scaling a CPG brand isn’t just about great products and standout branding—it’s also about navigating a legal maze that can come with fast business growth, in many different guises.
    In this episode of Brand Growth Heroes, Fiona Fitz sits down with Phil Hails-Smith and Paul Chiappe, managing partners at corporate law firm Joelson, to cover the legal essentials every CPG founder needs to know.
    With over 30 years of experience supporting some of the fastest-growing CPG brands - clients like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin - Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola.

    From intellectual property and contracts to regulatory compliance and international expansion, we explain how the right legal partners can protect your brand while unlocking new opportunities. We also chat about:

    • The biggest legal pitfalls CPG founders face (and how to avoid them)
    • Why contracts, IP, and compliance are make-or-break for scaling
    • How a great legal team can help you negotiate better deals and partnerships Real-world examples of legal strategies that fuel business growth.

    We're also thrilled to announce that Joelson is now the official sponsor of Brand Growth Heroes, continuing their commitment to empowering founders with the knowledge and legal support they need to scale successfully.

    So tune in to learn why legal expertise isn’t just about risk mitigation—it’s can actually be a strategic weapon for scaling smarter and faster, if you're smart!

    Useful Links:

    Joelson website

    Joelson LinkedIn

    Paul Chiappe LinkedIn

    Phil Hails-Smith LinkedIn

    If this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!

    You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, this small gesture will be truly appreciated.

    Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

    Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and our YouTube channel!

    Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.


    =============================================================

    Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

    =============================================================

    If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

    But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

    And that starts with the right legal partner. With long term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola!

    Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place.
    Finally, as an almost all-female team here at BGH, we're especially impressed by Joelson's commitment to championing female founders in CPG.

    If you'd like to get in touch to find out more, why don't you drop them a line on hello@joelsonlaw.com!
    Joelson - we’re delighted to have you on board.

    ==============================================
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    34 分
  • Ep 81: Doubling Merchant Gourmet’s Sales from £15M to £30M in just 4 years!

    Ep 81: Doubling Merchant Gourmet’s Sales from £15M to £30M in just 4 years!
    2025/02/04


    In this episode, Fiona Fitz chats with Richard Peake, Managing Director of Merchant Gourmet and one of the rare non-founder guests to grace our show. When Richard entered the role, Merchant Gourmet was a £15 million business. Fast forward four years, and the company has doubled its revenue to £30 million.

    Bold innovations, a revamped product range, and strategic market expansion have powered this incredible growth. Our conversation delves into the power of innovation and the importance of staying ahead of consumer trends. Richard shares invaluable lessons in new product development (NPD). One particularly fascinating theme we covered was servant leadership—how Richard and his team drive Merchant Gourmet’s growth by empowering their people and focusing on purpose.

    Additionally, we explore how export markets present an exciting new frontier for brands looking to scale. It was also refreshing to hear Richard admit that even seasoned professionals can find brand positioning a challenge. So, if you’ve ever struggled with getting it just right, you’re in good company!

    Enjoy the episode, and as always, let us know your thoughts!


    =============================================================

    Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm
    =============================================================


    If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

    But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

    And that starts with the right legal partner.

    So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.

    With long term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.

    Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place...so thanks Joelson - we’re delighted to have you on board.


    If you'd like to get in touch to find out more, why don't you drop them a line on hello@joelsonlaw.com!

    ==============================================


    If this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review


    You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.

    Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

    Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.

    Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social kews
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    48 分
  • Ep80 £15M worth of meals BOOTSTRAPPED with GSN founder Craig Allen (Gold Standard Nutrition)

    Ep80 £15M worth of meals BOOTSTRAPPED with GSN founder Craig Allen (Gold Standard Nutrition)
    2025/01/16

    In the latest episode of Brand Growth Heroes, Fiona Fitz sits down with Craig Allen, the founder of Gold Standard Nutrition (GSN), who joins us from Selby, York. GSN has become a standout brand for its high-quality, healthy, and convenient frozen meals that taste amazing!

    At just 21, Craig launched GSN with a bold vision, growing it into a multi-million-pound business—all without any external funding.

    The idea for GSN was born 12 years ago during a family outing to a local Chinese restaurant with his Dad. That “light bulb” moment set Craig on a pathway to create a brand that thrives today as a case study in profitability, brand growth, and focused strategy.

    In this episode, Craig shares the triumphs and challenges of his entrepreneurial journey, highlighting how staying true to his vision and focusing on overlooked market opportunities propelled his success. Enjoy!

    Useful Links:

    • Craig Allen LinkedIn
    • GSN website
    • GSN Facebook
    • GSN Instagram

    Key Takeaways

    Spotting a Market Opportunity

    • Craig reveals how he identified a gap in the high-protein, healthy frozen meals market and turned it into a thriving business.

    The Bootstrapping Journey

    • Building GSN without external funding wasn’t easy. Craig discusses the challenges and rewards of starting and scaling a business from scratch.

    Hard Lessons in Business

    • An early hurdle forced Craig to downsize his team, teaching him valuable lessons about thoughtful growth, self-belief, and sound financial planning.
    • Cash flow management became a critical takeaway after hard-won experiences.

    Staying Focused in Entrepreneurship

    • Craig’s journey underscores the importance of adaptability, clarity of vision, and self-belief, even when navigating competitive pressures.

    The “Where-to-Play” Strategy

    • GSN thrives by serving underserved markets—like police stations, gyms, and universities—rather than competing directly in crowded grocery aisles. This strategic focus has been a cornerstone of the brand’s growth and scalability.

    Responding to Market Needs

    • GSN’s rebrand from Goldstein Nutrition to GSN reflects a strategic pivot to resonate with mainstream audiences. This move expanded its appeal beyond bodybuilders, championing an inclusive vision for healthy eating.

    Looking Ahead: GSN’s Future Growth Potential

    • Craig’s commitment to “doing things properly” underpins the brand’s success, and he shares exciting plans for the next phase of GSN’s journey.


    If this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!

    You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.

    The Brand Growth Heroes Mini MBA Powered by Alantra has opened (Jan 6th) - apply here!

    Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

    Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.

    Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS
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    37 分
  • Ep79: LATEST NEWS from Tony's Chocolonely: Revolutionising the Cocoa Industry for Good

    Ep79: LATEST NEWS from Tony's Chocolonely: Revolutionising the Cocoa Industry for Good
    2024/12/16

    In this latest episode of Brand Growth Heroes, we’re over the moon (as always) to welcome back one of our favourite guests, Ben Greensmith, Country Manager for the UK and Ireland of Tony’s Chocolonely.

    Since we last chatted to Ben on the show, Tony’s Chocolonely has not only achieved impressive sales growth in the UK but has also made remarkable strides in driving positive change within the cocoa industry.

    In this episode, Ben and Fiona dive deep into the progress Tony’s Chocolonely has made, covering:

    • Their growth and performance and market share in the UK
    • Exciting new product launches and brand innovations
    • But most importantly, the impact of Tony’s Open Chain on the Cocoa industry.

    We also discuss the brand’s unique approach to marketing, including:

    • The learnings from their Advent Calendar launch
    • The UK Sweet Solutions campaign that captured media attention
    • Balancing awareness of critical cocoa supply chain issues with Tony’s playful tone of voice—all while reminding consumers just how delicious their chocolate tastes
    • What’s happening next?

    Useful Links:

    • Tony’s Chocolonely Website
    • Tony's Chocolonely LinkedIn
    • Ben Greensmith LinkedIn
    • Follow Tony’s Chocolonely on Instagram
    • Follow Tony’s Chocolonely on Facebook

    If this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!

    You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.

    If you find Brand Growth Heroes episodes useful, then imagine spending 12 weeks on a Mini MBA programme run by host Fiona Fitz: The Brand Growth Heroes Mini MBA 2025 powered by Alantra will be open for applications on January 6th.

    Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

    Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.

    Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.
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    42 分