Brand Growth Heroes

Most pet brands sell function. Denzel’s Dog Treats built its challenger brand around something very different: Happiness!!
 In this conversation, I speak with founders James and Nathan about how they spotted an emotional gap in the pet category and used brand strategy, packaging, product format and occasion-based innovation to turn dog treats into something much bigger than a functional purchase.
And the commercial results are what make this such an interesting story for founders scaling consumer brands. A Valentine’s activation delivered around 15–17x the rate of sale of a normal promotion, with more than 60% of shoppers buying it having not previously bought from pet. Their advent calendar has become their bestselling SKU despite only being available for part of the year. We get into how seasonal innovation moved from “marketing stunt” to revenue channel, why they designed for grocery, hospitality and online from day one, and how becoming obsessive about the brand experience helped Denzel’s create genuinely incremental growth.
Use code BGH25 for 25% off Denzel's NEW Advent Calendars from https://www.denzels.co.uk/products/advent-calendar

Details below *

*Redeemable from https://www.denzels.co.uk/products/advent-calendar only
25% off Advent Calendar
Applies to one-time purchases
No minimum purchase requirement
One use per customer
Can’t combine with other discounts
Early bird discount, active from 15 Sept to 22 Sept (23:59)

What You’ll Learn
How James and Nathan identified an emotional white space in a category dominated by functional positioning.
Why Denzel’s spent roughly 30–50% of its initial £25,000 startup loan on brand, design and packaging.
How Valentine’s treats generated around 15–17x normal promotional rate of sale and attracted shoppers who had never previously bought from pet.
Why seasonal NPD has evolved into an acquisition funnel that can ultimately drive shoppers into the core Denzel’s range.
How to design products and formats around new channels and occasions rather than simply competing for space within your existing category.
Key Topics Discussed
Building a pet brand around the “happiness exchange” between dogs and their owners
Borrowing inspiration from consumer brands such as BEAR rather than the existing pet category
Using Denzel himself as the central brand character
Starting the business with a £25,000 loan
Investing disproportionately in packaging and brand from day one
Designing dog treats to work in grocery, cafés, pubs and online
Creating selection boxes, Valentine’s treats, Easter products, birthday products and advent calendars
Bringing a Tesco Valentine’s idea from conversation to delivery in only a few months
Driving incremental category shoppers rather than simply stealing share
Selling more than 30,000 advent calendars through Denzel’s own website during an early launch
Becoming a bestseller on Amazon at Christmas
Building specific hospitality products including peanut butter brownie, banana bread and pistachio cheesecake treats
Outselling a chocolate Florentine in Caffè Nero
The operational pain behind seasonal forecasting and manufacturing
Turning seasonal innovation into a repeatable retail growth model
Building the UK blueprint before selectively expanding into Europe
Why packaging has to do more of the selling in crowded grocery categories
Targeting what Denzel’s calls “Gen Zennial pet parents”
Useful links
https://www.instagram.com/thedenzelstory/?hl=en
https://www.denzels.co.uk/collections/shop-our-treats?srsltid=AfmBOorqeOYT4jb5u60GQa-AtYmjaba8MHZRynjaGkfn1vmkOy_DcN5A

Community and review request
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If so, PLEASE share your thanks by hitting FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.
AND by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves business podcasts - or anyone trying to work out how to build a sharper, more focused growth model±
Join our community
Instagram (https://www.instagram.com/brandgrowthheroes)
LinkedIn https://www.linkedin.com/company/brand-growth-heroes/
Youtube (https://www.youtube.com/@brandgrowthheroes)
Fiona Fitz runs lots of great programmes, courses and coaching sessions. Find out more here or contact her directly on Linkedin to find out about booking one of her advisory hours.
https://www.brandgrowthheroes.com/mini-mba-2026
https://www.linkedin.com/in/fionafitz/
Are you a founder leaning in to the value that AI can unlock for your consumer branded business?
Then join Fiona's NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.
Sponsor
*** 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 at JamJar Investments today!
Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (hello@joelsonlaw.com or https://joelsonlaw.com/contact/) - we highly recommend you take them up on it!
Credits
Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com

Many of you founders working with niche ingredients out there might have struggled with this question:
How do you build a new category when consumers don’t yet understand the ingredient, retailers don’t know where to place it, and nobody is walking into stores asking for it?
 
In this episode of Brand Growth Heroes, I speak with Andrew Hunt, co-founder and CEO of Aduna Superfoods, about what category creation around niche ingredients really looks like for CPG founders. We talk about how he has built a business that is approaching £5M in annual revenue by bringing ingredients like baobab and moringa to the UK, to creating demand through education, sampling and relentless market development - until these ingredients are on the brink of becoming mainstream.
What I found particularly interesting is how Aduna has evolved as the market around it has changed. The business started out highly ingredient-led and impact-led, but eventually hit a commercial ceiling. Around 2022, Andrew and the team shifted towards clearer consumer needs such as gut health and everyday wellness, while keeping the quality of the ingredients and their sourcing at the heart of the brand. Now, as wholefood supplements, gut health, UPF-free products and higher-quality functional ingredients all move further into the mainstream, Aduna is increasingly well positioned for what Andrew calls the next generation of superfoods.

What You’ll Learn
How Aduna created demand for ingredients consumers had never heard of
Why getting a retail listing means very little if shoppers don’t understand what your product is for
How intensive sampling helped take baobab from almost no rate of sale to a best-selling superfood
Why Aduna moved from ingredient-first communication towards clearer consumer need states
What founders building new categories can learn about timing, market education and knowing when the consumer is finally ready
Key Topics Discussed
Building a new category around unfamiliar ingredients
Introducing baobab and moringa to the UK market
Why Whole Foods initially rejected Aduna because “nobody comes in asking for baobab”
Creating demand before there is established consumer awareness
The role of sampling in category building
Going from around 10 units sold in three months to becoming a best-selling superfood in Whole Foods and Planet Organic
Using early retail success to unlock Holland & Barrett
Why product education alone can become a commercial constraint
Aduna’s strategic shift towards consumer needs such as gut health and radiance
Protecting brand integrity while becoming more commercially focused
The rise of wholefood powders and supplements
Why ingredient quality matters as consumers become more knowledgeable
Aduna’s “Superfood 2.0” thinking around bioactive compounds
High-flavanol cacao and the difference between commodity ingredients and higher-quality functional ingredients
Building a proprietary supply chain in Ghana and Burkina Faso
Working with more than 100 women’s cooperatives
Agroforestry, tree planting and community infrastructure
The relationship between Aduna’s branded consumer business and its ingredient supply business
Amazon as a major growth channel
Amazon UK growing around 50–60% year on year
The scale of the Amazon US opportunity
Aduna’s ambition to grow towards £15 million over the next four years
Building long-term sustainable growth rather than chasing scale at the expense of quality
Useful links
https://www.instagram.com/adunasuperfoods/?hl=en
20% Discount code for Brand Growth Heroes Fans:
Use BGH20% at checkout at the Aduna store 
Like this episode?
PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model.
Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.
Join our community
Instagram (https://www.instagram.com/brandgrowthheroes)
LinkedIn (https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true)
Youtube (https://www.youtube.com/@brandgrowthheroes)
Find out more about the programmes and courses Fiona runs here (https://www.brandgrowthheroes.com/mini-mba-2026)
Join the NextGen CPG WhatsApp group for founders leaning in to 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 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 at JamJar Investments today!
Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners - just request it here - we highly recommend you take them up on it!

Credits
Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire BGH team.

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!

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 Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm
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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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How should founders value an early-stage consumer brand, negotiate with investors and raise capital without giving away more of the company than they intended? 
In this second part of my conversation with Phil Hails-Smith, Managing Partner at Joelson, we move from founder equity into investment, valuation and the legal foundations required to scale a CPG brand.
Phil explains why private-company valuation is an art rather than a science, how SEIS and EIS can support early fundraising, and why an ambitious valuation can create painful dilution if the business later misses its plan. We also discuss responsible AI policies, investor due diligence, change-of-control clauses and why owning every element of your intellectual property can determine whether an eventual sale completes.
What You’ll Learn
How SEIS and EIS can help early-stage founders attract investment.
What investors consider when valuing a pre-revenue or early-revenue consumer brand.
Why raising at too high a valuation can cost founders more equity later.
What a scaling company should include in its AI policy.
How contracts and intellectual-property ownership affect an eventual exit.
Key Topics Discussed
Moving from founder equity into external investment
SEIS and EIS tax incentives
Raising an initial seed round
Valuing pre-revenue and early-revenue consumer businesses
Revenue multiples and future growth potential
Why valuation is an art rather than a science
Balancing company valuation against founder dilution
The dangers of raising at an unsustainable valuation
Down rounds and the effect on founder ownership
Changes in investor appetite for consumer and CPG brands
Why defensible physical products may appeal to investors
Responsible company use of AI
Protecting confidential and personal information
Controlling which AI tools employees can use
Preparing for private equity or strategic acquisition
Reviewing customer and supplier contracts
Change-of-control provisions
Making sure the company owns its brand assets
The Innocent logo dispute and the importance of intellectual property
Why unresolved legal issues can delay or jeopardise a sale
Useful links
https://joelsonlaw.com/

Like this episode?
PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model.
Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.
Join our community
Instagram (https://www.instagram.com/brandgrowthheroes)
LinkedIn (https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true)
Youtube (https://www.youtube.com/@brandgrowthheroes)
Find out more about the programmes and courses Fiona runs here (https://www.brandgrowthheroes.com/mini-mba-2026)
Join the NextGen CPG WhatsApp group for founders leaning in to 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 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 at JamJar Investments today!
Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners (https://joelsonlaw.com/contact/) - we highly recommend you take them up on it!
Credits
Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire Brand Growth Heroes team.

How should co-founders divide equity - and what happens to those shares if one person leaves?
In Part 1 of my conversation with Phil Hails-Smith, Managing Partner at Joelson,  we unpack the ownership decisions that founders building consumer and CPG brands need to make long before an investment round or exit. (This conversation was soo jam-packed with value that we had to split it in to two!)
Joelson B Corp is the leading commercial law firm specialising in helping founders of scaling consumer brands. The're the law firm that advised the innocent founders on their landmark sale to Coca-Cola (and still work with them at JamJar Investments today, which tells you something...). They also work with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and are always present at every industry event, chatting to everyone, with smiling faces and ready to help.
In this episode, Phil shares practical benchmarks rather than vague principles: why a 50:50 co-founder split is relatively unusual, when 60:40 or 70:30 may be more appropriate, how vesting can prevent dead equity, and why both founders may need to be subject to the same provisions.

We also explore all the questions you might have around advisor equity, employee option pools, EMI options and the hidden dilution founders can absorb when investors negotiate on a fully diluted basis.
What You’ll Learn
How to decide between a 50:50, 60:40 or 70:30 co-founder split.
Why founder shares may need to vest over three or four years.
What “dead equity” means and why future investors dislike it.
How much equity an advisor or instrumental early employee might receive.
How employee option pools can dilute the founding team during a fundraise.
Key Topics Discussed
Assessing each founder’s original idea, commitment and financial risk
Why equal equity is not always the fairest structure
Planning for illness, parental leave or a founder leaving the company
Good-leaver and bad-leaver provisions
Founder vesting schedules
Preventing dead equity
Why vesting should generally be balanced between co-founders
Using AI to create co-founder agreements
Why AI cannot identify questions founders do not know to ask
The risk of US legal assumptions appearing in UK agreements
Typical advisor equity of approximately 1% to 2.5%
Why 5% or 7.5% may be excessive for an advisor
Founder control at 75%, 50% and 30% ownership
Creating a 15% to 20% employee option pool
Understanding fully diluted valuations
Who absorbs option-pool dilution during an investment round
EMI options and tax-efficient employee incentives
Giving meaningful equity to instrumental early employees
Useful links
https://joelsonlaw.com/
https://www.linkedin.com/company/joelson-law/
Like this episode?
PLEASE share the love by sharing it with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model.
Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.
Join our community
Instagram (https://www.instagram.com/brandgrowthheroes)
LinkedIn (https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true)
Youtube (https://www.youtube.com/brandgrowthheroes)
Find out more about the programmes and courses Fiona runs here (https://www.brandgrowthheroes.com/mini-mba-2026)
Join the NextGen CPG WhatsApp group for founders leaning in to 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 ***
Scaling 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 is offering a FREE LEGAL CONSULTATION to all BGH listeners (mailto:hello@joelsonlaw.com) - we highly recommend you take them up on it!
Credits
Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire BGH team