Claim OwnershipBuilding the Brands of Tomorrow
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© Ruth Fittock 2024
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How do you build the brands of tomorrow?
Here at Tomorrow Brands we know about brand building, having launched brands including popchips, smartwater & vitaminwater in the UK.
Hosted by Ruth Fittock, this podcast explores the ideas, insights, and people shaping the future of FMCG. From unconventional founder journeys to emerging consumer trends, each episode dives into the real stories behind the brands breaking through - and the communities helping them grow.
With founders and operators from leading UK and US challenger brands, this is where the people behind tomorrow’s FMCG successes share what really works - a must-listen for anyone building a brand of their own.
44 Episodes
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“You overestimate what you can do in one year, and massively underestimate what you can do in ten.”From marathon running to market stalls to becoming the UK’s number one peanut butter brand - Pip & Nut’s journey is anything but linear.In this episode of the Tomorrow Brands podcast, Pip & Nut founder Pippa Murray reflects on the last 11 years of building a brand that now leads its category - without chasing hype, over-raising capital, or losing sight of purpose.Pip shares the realities of landing a major supermarket listing early - and the cashflow panic, data gaps, and fast learning that followed.We dig into the tougher middle years, and the patience required to build a low-frequency category. And why, a decade in, Pip & Nut is now growing faster than ever.We also explore what changes, and what doesn’t when you go from challenger to category leader, how decision-making (not headcount) becomes the biggest blocker to speed, and why capital efficiency and control have shaped Pip & Nut’s definition of success.Plus:Why culture is often forged in the hard years, not the good onesLessons from failed innovation (and why snacking worked)Building impact into the business model, not bolting it on laterWhat makes a true “brand of tomorrow”A grounded, honest conversation about patience, purpose, and playing the long game.
“Sometimes you hit a wall. Our job is to figure out do we need a ladder, or do we need a hammer?”What happens when a global brand exec swaps the boardroom at Belvedere for the startup chaos of a non-alcoholic challenger? Billy Paretti, Global CEO of Clean Co, joins us to talk about building movements (not trends), ditching the “more for more” mindset, and leading with taste, purpose, and a plan- even when the plan keeps changing.We talk about:Why non-alc is not just for non-drinkersWhat big brands get wrong about scalingWhen structure helps - and when it holds you backBuilding desire without legacyBritish brand cues in the USTaking instinct seriously when you can’t afford a research agencyThis one’s for: Founders, marketers, and commercial leads figuring out how to scale something new and make it stick.
"The best brands today don’t start with a category - they start with a person, a problem, and a solution that actually fits."After a decade building campaigns for Fortune 500 brands like Coke and P&G, creative agency founder Ryan Kutscher traded the boardroom for the beer aisle - and co-founded Dad Strength, a mid-strength craft beer brand for a new generation of drinkers.In this episode, we talk about:The problem no one was solving in the beer aisleWhy mid-strength beer is more than a compromiseThe shift from broadcast brands to community-led onesBuilding a challenger brand from a very specific nicheWhy AC/DC is Ryan’s favourite marketing case studyAnd what really happens when you go on Shark TankWhether you’re building in the better-for-you space, launching into retail, or thinking about a rebrand, there’s a lot to take from Ryan’s honest, funny and thoughtful take on modern brand building.
“If you try to make something everyone likes, you end up with something nobody loves.”In this episode, I’m joined by lifelong friends and co-founders Dom and Jamie, the team behind Allora, the lemon-based aperitivo rewriting the rules of the spritz category. We dive into how decades of FMCG, creative, and brand strategy experience shaped their approach; why friendship has become their greatest strength (not their downfall); and how challenging category norms- from serves to pricing- has given them an unfair advantage.We also explore:DTC done right in alcohol, and why the big players have missed itBuilding a “modern legacy brand” in a category dominated by 100-year-old giantsWhat they’ve learned about patience, originality, and pressure as foundersThe realities of working with your best friendWhether you’re building a brand, scaling a business, or obsessed with innovation in FMCG- this is a masterclass.
“Buzz doesn't equal sales. Scale comes when the product, the team and the partners line up.”In this episode Ruth sits down with Mike Schneider, CMO and product lead at BevNET, the leading voice for emerging food and drink founders. From legacy lessons to cultural shifts, Mike shares what truly makes brands endure in 2026 - and what founders often get wrong when chasing buzz, backing or expansion.Expect unfiltered takes on:Why simplicity always wins in CPGHow to spot early signals of staying powerThe biggest mistakes UK brands make when they enter the USWhy purpose is earned, not retrofittedThe growing rise of cultural and community-led brandsAnd what BevNET really looks for when spotlighting foundersWhether you’re a first-time founder, investor, or operator - this one’s packed with insight, energy, and humour (plus a few lessons learned the hard way).
"Don’t be afraid to go weird and niche. That’s where the magic is."What will matter to consumers in 2026 - and how should brands respond?In this future-facing episode, Anna Ward returns to share her latest thinking from Trend Bible’s just-released 2026 report. From redefining wellness and micro-celebrations to the rise of messy premium and fandom-led rituals, we explore what’s shaping the cultural and behavioural shifts ahead - and how FMCG brands can stay both relevant and resonant.We get into:Why mindsets are more powerful than demographicsThe rise of inchstones and why we’re done with perfect milestonesPremiumisation’s next chapter (spoiler: it’s chaotic)Why the kitchen is the new living roomThe mainstreaming of spiritual wellness — and turmeric shots on The TraitorsWhy brands need to stop targeting “Gen Z” and start understanding fandomsIt’s packed with real-world examples, cultural shifts, and actionable prompts for any brand thinking about where to play, and how to show up, in 2026.
“Can you give FOMO to alcohol drinkers? That’s the dream.”This episode is a deep, funny, and often unexpected dive into the world of Three Spirit - the brand making functional drinks that are unapologetically not replacements for alcohol, but rituals in their own right.We talk about starting a brand as partners (and parents), taking on the early non-alc stigma, why sexy and weird still wins, and what it really means to build a new category From London bars to TikTok virality, this is a story of obsession, intuition, and building a product that feels like something.In this episode:How coconut water and BarChick led to a plant-potion startupWhen non-alc meant “not drinking” and why they flipped the scriptWhat early resistance looked like (and how they designed through it)Why “functional” only works when it’s feltThe realities of being married co-founders (boundaries, blurred)Launching in the US What they’ve learned about building, parenting, and staying weird
“The more we grow, the harder it is to stay focused. But focus is everything.”What happens when you build a business not on hustle - but on heart, balance, and radical operational clarity? In this conversation, Ruth sits down with Bold Bean Co COO Ed Whelpton to explore how a fast-growing team can still feel calm, mission-driven, and genuinely joyful.We cover:Why remote-first doesn’t mean culture-secondWhat operational beauty looks like behind the scenesThe case for early hires in finance + peopleHow to avoid being the bottleneck as a founderWhy “focus” is the hardest thing to hold onto at 25 peopleBuilding an alumni network, not just a teamAbout Bold Bean Co Bold Bean Co is on a mission to make people obsessed with beans by bringing them the best of beans - starting with jars of beans so good they’ve converted chefs, home cooks, and bean skeptics alike.
"The idea that got you excited is probably what will excite everyone else. Don’t lose that."In this episode Ruth chats with Olly Dixon, co-founder of premium soda brand Something & Nothing, about building a brand that’s both creatively uncompromising and commercially smart.Olly shares how a background in culture, music, and branding led to a category-defying drinks brand, why they ignored the rules of soft drink development, and how an obsession with quality, flavour, and design helped them stand out in one of the world’s most competitive categories.Expect honest takes on scaling in the US, resisting trend-chasing, and why doing less (but better) can be your best growth strategy.We cover:What sparked the idea for a grown-up soft drinkThe accidental (but intentional) US launchWhy community beats performance marketingFlavor over function - and why it worksStarting with culture, not categoryHow to grow by staying weird
‘Sales is a persistence game’In this episode i’m joined by Emily Boyce, founder of Sweet Thyme Foods. We dig into the real mechanics of getting on shelf - and staying there. Emily shares a pragmatic, step-by-step route from specialty to scale, how to pitch buyers who get 200+ emails a day, and why persistence beats perfection every time.In this episode:The “stepping stones” route to great distribution“Beacon outlets” as brand builders: credibility, discoverability, fast feedback loopsWhat buyers actually want (and why long emails kill deals)Persistence systems: staying on it when founders are spinning platesHow to pitch: keeping it short & sweetFounder mindset: progress over perfectionListen if: you’re building a challenger brand and want a calm, concrete roadmap for compounding growth.
“The startup will be a rollercoaster - the founder doesn’t have to be on it.”On paper everything’s winning; inside you’re burning out. Sound familiar? Thea unpacks the founder rollercoaster - from comparison traps and dopamine highs to the quiet power of staying level. We get practical on using mindset as a growth lever, building “anti-fragile” resilience, and why slower often equals faster.We cover:The startup rollercoaster and staying steady (joy vs dopamine)Mindset work that actually moves the needle (neural pathways + self-talk)“Slower is faster” - the counterintuitive growth tacticCustomer obsession as a company-wide pillar (beyond sales/marketing)Founder as the most important asset (maintenance > martyrdom)Burnout signals: presence, constant thinking, delayed recoveryDefining success on your terms - and aligning capital/partnersListen if: you’re a founder, operator, or investor who wants sustainable pace, clearer decisions, and growth without the crash.
“The danger for UK brands launching in the U.S is assuming its the same - it’s not. It just happens to speak English.”What does it take to build the UK’s #1 canned cocktail brand (in grocery) - and then take it to America?Rob Wallis, co-founder of MOTH, joins us to talk about how he and Sam Hunt built a high-trust, founder-led business on a foundation of friendship, flavour, and fearless brand bets.From investing 25% of their first raise into a bold rebrand, to launching into the US with no existing category - Rob shares the moments that defined MOTH’s rise. We dig into:How to turn brand copy into a premium ingredientWhen risk-taking is a superpower (and when it’s not)Why they built a full creative team in-houseHow to go about your first fundraiseWhat most UK brands get wrong when entering the USWhy “good branding” isn’t just aesthetic - it’s a commercial toolIf you’re a founder weighing rebrands, international growth, or just trying to get your product to beep at the Waitrose till - this one’s for you.
“Time is the only finite resource you have as a founder.”Ariana’s career arc runs from Juice Press to angel investing, with a deep love for food, wellness and the founders behind them. In this episode, she shares what she looks for in early-stage investments, how to spot a great founder, and why trusting your gut is sometimes better than over-analysing a spreadsheet.We talk about:What separates a “nice-to-have” from a “need-to-have” productHow great founders manage ego, feedback and growthAngel investing realities - why most projections are meaninglessProtecting your time (and your health) as a founderThe “better-for-you” shift from optimisation to enjoymentWhy sometimes the best advice is simple: eat the cake.Listen if: You’re a founder, investor, or operator trying to balance ambition, wellness and com
“There was a real lack of craft in the category. And I thought - where’s the origin story? The process? The people behind it?”What happens when a bartender and a brand strategist collide at 2am on a wedding dance floor - and end up building one of the UK’s most original non-alc brands?In this episode, I speak to Imme and Sam, co-founders of Botivo, the bold botanical drink that’s quietly redefining what non-alcoholic really means.We talk about:How a pleasure-first approach reframes non-AThe importance of founder chemistry (and weekly emotional check-ins)Why launching with one SKU, and making it iconic, was a deliberate choiceLetting go of the things you built by hand (literally)Craft, chaos, and chickens at a regenerative farm in HertfordshirePlus: how their yellow piano became a moving bar, and why marketing is mostly saying the same thing, over and over.This is a joyful, honest deep-dive into co-founder dynamics, brand building from scratch, and creating moments that matter.
“If you’ve got a really progressive, innovative brand, you're not going to hit average rate of sale out the gate - and yet that’s exactly what the system demands. We’re burning through founders and cash chasing short-term wins that kill long-term potential.”What if the biggest problem facing food startups isn’t the buyer - it’s the system they work in?This week, we talk to Andrew Allen, an ex-founder turned entrepreneur in residence, about the structural blockers that keep great ideas from scaling.We dig into why the innovation funnel is broken, how corporates and startups talk past each other, and why accelerators aren’t always the answer. Andrew also shares what buyers really want in a pitch (and what to stop doing), why founders should be more willing to walk away, and what a better system might look like - from venture studios to shared-risk retailer models.Key themes:The mismatch between startup pace and corporate systemsWhy zombie businesses persist - and what to do about themThe risk of founder burnout in a broken validation loopHow accelerators can help (and where they fall short)Why we need a new venture-builder model for food & drinkIf you liked this episode make sure you check out our chat with Rhys Harvey on Scaling, Exits and Staying true to the core.
“People don’t read - they recognize. If I have to say I’m cool, I’m not cool. But if you look at me and know it, that’s the ultimate power of branding.”What do challenger brands get wrong about design? Why do some refreshes fail while others build billion-dollar brands? And how do you know when to pivot - or just stay boring?In this episode, we talk to Fred Hart - the Colarado based brand strategist and CPG trade show enthusiast - about what makes great brands stand out, scale smart, and avoid getting lost in alphabet soup. We dig into 2025 trends, AI and subjectivity, the influencer brand bubble, and Fred’s five brand principles (including “People don’t read. They recognize.”)We get into:Design as strategy, not decorationBuilding distinctiveness vs. chasing trendsHow to test without killing creativityThe rise (and risks) of influencer brandsWhat makes a great refresh actually work
“When you’re bored of saying it, that’s when people are just starting to hear it.”In this episode, Luke Hemsley shares the honest story behind building Wednesday’s Domaine - an alcohol-free wine brand on a mission to preserve ritual without compromise.We get into:Why non-alcoholic wine has lagged behind beer & spiritsThe messy early days (and the accidental rosé that turned into a bestseller)What bigger players are getting wrong - and why that’s changingInternational growth, category resistance, and why patience is a brand-building superpowerIf you’ve ever wondered why wine is so culturally loaded - and how you might build something credible in a space full of sceptics - this one’s for you.
“Entrepreneurship isn’t taught - and if you don’t know, you don’t know.” On access, exposure, and who gets to build.In this episode, I talk to Emmie Faust - exited founder, angel investor, and the powerhouse behind Female Founders Rise. We dig into the realities of entrepreneurship for underrepresented founders, why communities are so hard to monetise, and how to lead with empathy, clarity and curiosity.From raising four kids to raising capital - this one’s full of honest lessons on boundaries, burnout, and building something bigger than yourself.
“I realised I’m not chasing happiness - it's the happiness of pursuit that matters.”What can pulses, parenting and product launches teach us about building culture-first brands?In this episode, we sit down with Richard Peake, Managing Director at Merchant Gourmet, to talk about shaking up “dusty” grocery categories, embracing chaos in NPD, and why psychological safety- not ping pong tables- actually powers performance.
“Marketing isn’t just colours and fonts. It’s getting to the beating heart of humanity.”What does it take to build a mission-led challenger brand… backed by mission-led celebrity investors Michelle Obama and Stephen Curry?In this episode, Sam Siegal (ex-PepsiCo, Death Wish Coffee) joins us to talk about launching PLEZi, the US better-for-you beverage brand rethinking sports drinks, sodas- and how we set habits for the next generation.
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