Brand Growth Heroes Podcast Por Fiona Fitz | Brand Growth Heroes Mini MBA | arte de portada

Brand Growth Heroes

Brand Growth Heroes

De: Fiona Fitz | Brand Growth Heroes Mini MBA |
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Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +25 years' experience working for brand giants and as coach to over 400 challenger brand founders, Fiona Fitz asks the questions you need the answers to from the founders of wildly successful consumer goods brands driving transformational growth.Copyright Fiona Fitz Consulting Ltd. Economía Finanzas Personales Gestión y Liderazgo Liderazgo
Episodios
  • Built Like a Media Brand: BOSH!’s Challenger Brand Playbook: Founders Henry Firth & Ian Theasby

    Built Like a Media Brand: BOSH!’s Challenger Brand Playbook: Founders Henry Firth & Ian Theasby
    Mar 31 2026
    This week, I’m joined by Henry Firth & Ian Theasby, the founders of BOSH!, to explore how an audience-first approach helped them build one of the most recognisable plant-based consumer brands in the UK. For founders scaling challenger brands, this is an incredible lesson in brand growth through content & community first. Long before their recent Tesco launch with their delish PIZZA, BOSH! had already spent years building attention, trust and demand through daily recipe content, bestselling cookbooks and a clear mission to put more plants on plates.What makes this conversation especially useful is that Henry and Ian did not stumble into this model by accident. They set out to build a food brand, but chose to do it the lean way: validating demand, learning from audience behaviour and evolving from videos to cookbooks, licensing and then fully controlled product ranges. We talk about how they used views, comments, polls and first-principles thinking to shape products, why they moved away from licensing, what it took to launch into Tesco in just nine months, and what all of this means for founders who want to think more like media companies and less like traditional CPG brands.What You’ll Learn- How BOSH! built an audience before building a food brand- Why a media-first strategy can reduce risk for scaling consumer brands- How social content, polls and engagement can inform product development- Why Henry and Ian moved from licensing to building their own supply chain- What founders can learn from BOSH!’s rapid Tesco launch and lean operating modelKey Topics Discussed- Building one of the world’s biggest plant-based video channels- Using The Lean Startup mindset to validate product-market fit- The shift in plant-based eating from niche to mainstream- Why BOSH! focused on taste first, then health, then sustainability- Using audience insights, comments and polls to shape NPD- Moving from content to cookbooks, TV and supermarket shelves- Why licensing was useful, but ultimately too limiting- Building an in-house team and supply chain for greater control- Choosing product categories like meals, pizza and curry from first principles- Launching into Tesco and trading ahead of forecast- Co-founder dynamics, leadership and role splitting- AI, learning mode and operating leaner as a modern brand teamUSEFUL LINKSConnect with Henry on LinkedIn Connect with Ian on LinkedIn BOSH! Website Instagram Facebook YouTube Read: The Lean Startup by Eric Ries Tesco links: BOSH! Creamy Mac & GreensBOSH! Teriyaki Mushroom NoodlesBOSH! Ultimate Bean ChilliBOSH! Hearty LasagneBOSH! Tofu Tikka MasalaBOSH! Comforting Veg PieBOSH! Goan Chickpea CurryBOSH! Creamy No-Duja PastaBOSH! Spicy N-Duja Sourdough PizzaWe love inspiring you and helping your business to grow. Please share this episode with another founder building a challenger brand, a colleague, or a mate who is interested in the future of food, content-led growth and scaling consumer brands. Don’t forget to follow or subscribe to Brand Growth Heroes on your favourite podcast app, and please leave a review too. Both of those actions make a massive difference to our mission to help more founders just like you!You can also connect with Brand Growth Heroes on LinkedIn, Instagram, Facebook and YouTube, find out more about the programmes and courses I run, and join our NextGen CPG WhatsApp group for founders leaning into the value that a leadership approach to engaging with AI can unlock for businesses like yours.======================================================================Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm.If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping fou...
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    39 m
  • How MOTH is Mixing Up Cocktail Category Rules | Rob Wallis, Moth Premium RTD Cocktails

    How MOTH is Mixing Up Cocktail Category Rules | Rob Wallis, Moth Premium RTD Cocktails
    Mar 17 2026

    Want a deliciously sharp lesson in brand growth, category creation and how challenger brands can win by bringing new shoppers into tired categories rather than fighting for share at the bottom shelf?

    Then dive into the insight served up in this episode by guest Rob Wallis, co-founder of MOTH Drinks, who takes me through how the brand created a new premium space in ready-to-drink cocktails and is driving significant category value.

    Rob explains how MOTH spotted a gap in the market for cocktails that tasted as good as what you would make at home, but with the convenience of a can. Most importantly, instead of designing to the existing category price point, MOTH built the best liquid first and priced it accordingly.

    Our conversation also explores what founders can learn from MOTH’s approach to where to play, how to build a strong category story for retail buyers, what premiumisation really looks like in practice, and why a culture of kindness and low ego can be a commercial advantage. Rob also shares how the team is approaching US expansion, why California matters so much in RTD, and how MOTH is thinking about AI without losing the human side of the brand.

    What You’ll Learn

    • How Moth went about creating a premium cocktail proposition - and persuading retail buyers that the market was there!
    • Why challenger brands should build product quality first, then price from there
    • How to identify the right channels and occasions to drive brand growth
    • What makes a strong category story for grocery buyers
    • Why culture, consistency and kindness can become commercial advantages

    Key Topics Discussed

    • Creating a top-shelf RTD cocktail brand
    • Premium pricing versus category norms
    • Building category value with incremental shoppers
    • UK versus US cocktail culture
    • Choosing where to play in retail and foodservice
    • Brand design and standing out on shelf
    • DTC growth and omnichannel strategy
    • Building culture in a scaling consumer brand
    • Managing quality with co-manufacturing partners
    • Using AI carefully inside a fast-growing CPG business

    If you enjoy this interview, PLEASE share it with a fellow founder, mate or colleague, subscribe or follow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes!

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

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

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

    But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.

    That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.

    Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the Innocent founders on their landmark sale to Coca-Cola - and still work with them today! To learn more contact hello@joelsonlaw.com

    ==============================================.

    You can also connect with Brand Growth Heroes on LinkedIn, Instagram, Facebook and YouTube, find out more about the programmes and courses I run, and join our NextGen CPG WhatsApp group for founders leaning into the value that a leadership approach to engaging with AI can unlock for businesses like yours.

    Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEW
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    38 m
  • The Secret Maths Formula YOU Need To Scale Your CPG Brand with Dr. James Richardson of Ramping Your Brand

    The Secret Maths Formula YOU Need To Scale Your CPG Brand with Dr. James Richardson of Ramping Your Brand
    Mar 3 2026
    What if I told you that there is a mathematical formula that separates those brands that scale really quickly and those brands that just tick along nicely? Well, there is one. I wish I had found out about it 25 years ago, but today the guest that we've got on the show (all the way from the USA) has studied this IN DETAIL, and comes on the show today to help YOU learn all about it.***If you like this episode and learn from it, PLEASE share it with a fellow founder or colleague, subsrcibe or folllow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes**Dr James Richardson, author of 'Ramping Your Brand - How to Ride the Killer CPG Growth Curve', unpicks this maths for the first time, giving you the formula to help your brand scale like the enormous skate ramp brands in the USA.Ramping Your Brand (2nd Edition) - Dr. James Richardson's book on scaling premium CPG brands Dr. Richardson has lowered the price of the UK paperback from £18 to £9.99 until March 10What You'll Learn in This EpisodeThe Premium Pricing Trap - Why founders face unit economics that are 10-15x worse than big CPG companies (and why you can't avoid it)The 6-10% RoS Rule - The specific monthly growth rate in same-store sales that creates exponential "skate ramp" growthThe Heavy User Strategy - Why your first $10-25M requires a completely different customer acquisition approach than Byron Sharp's mass market playbookDistribution vs. Velocity - How to layer exponential velocity growth on top of linear distribution expansionThe Founder Evolution Journey - The #1 reason investors take over brands (and it's not what you think)Early Fan Research - How to identify and replicate your "Gonzo fans" without spending a fortune on market researchThe Danger of Slow Growth - Why growing too slowly can be just as fatal as not growing at all when you're undercapitalisedUseful LinksConnect with Dr James Richardson on LinkedIn: https://www.linkedin.com/in/premiumgrowthsolutions/Ramping Your Brand (2nd Edition) - Dr. James Richardson's book on scaling premium CPG brands Dr. Richardson has lowered the price of the UK paperback from £18 to £9.99 until March 10Website: https://www.premiumgrowthsolutions.com/Podcast: Startup Confidential (available on YouTube, Apple, Spotify)***If you like this episode and learn from it, PLEASE share it with a fellow founder or colleague, subsrcibe or folllow the show, and leave a review - it makes a real difference to us at Brand Growth Heroes**============================================================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 you to 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 for the second year running.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com==============================================.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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    29 m
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