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Recipe for GreatnessAuthor: Jay Greenwood
Interviewing the founders behind the best food companies in the UK to deconstruct the skills and knowledge they used to grow their business so you can learn from the best and start-up something yourself. Language: en-gb Genres: Business, Entrepreneurship Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Taking on Haribo With Half the Sugar | Wild Thingz Founder - Fliss Newland
Episode 116
Friday, 1 May, 2026
We talk with Wild Things founder Fliss Newland about going from Mondelez to building an organic, plant-based gummy brand that targets families without losing the fun of sweets. She breaks down the practical steps behind the leap, from finding the right opportunity to nailing brand positioning, packaging, and early retail wins. Childhood hustle stories and the influence of self-employed parents Learning FMCG fundamentals at Mondelez, from perfect store to pricing and promotions Moving to Asia to stretch skills and seek less mature markets Taking on an existing vegan sweets business and spotting the product advantage “manifesting” as networking, asking for help, and saying ambitions out loud Qualitative consumer research with parents, including panels and real-world routines Positioning sweets as balance and permissibility rather than guilt and restriction Investing in distinctive branding to win at the shelf Getting first sales via Lunch! trade show, distributors, independents, and sampling Winning Ocado by pitching a tight proposition and staying focused on the target shopper Founder highs and lows, sleep, decision-making speed, and building a team culture please like and subscribe and write a review would really appreciate it. if you want to know more about building a food business head to wwwjgreenwood.co.ukSupport the show
