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© 2026 Makin Mighty: The Challenger Sessions
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Makin Mighty: The Challenger Sessions explores what it really takes to build and scale challenger food and drink brands. Join Simon Greenwood-Haigh and occasional co-host, Scott, as they speaks to founders, buyers, operators and brand builders about the honest reality of FMCG; no fluff, no jargon, just practical lessons.
14 Episodes
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Send us Fan Mail What do retailers actually want from challenger brands — and what gets you ignored instantly? In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh speaks with Chris Otto, who spent nearly 20 years at Co-op in buying roles and leading buying teams across frozen, impulse and grocery. We get into: what “challenger” really means from a retailer perspective why challenger brands matter to retailers (innovation, energy, relevance, younger...
Send us Fan Mail AI is everywhere in sales right now — and most of what people are doing either turns into spam, or it’s so complicated nobody uses it. In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh speaks with Craig — founder of Cheesies and a commercial operator/consultant turned AI practitioner — about how challenger brands can use AI to sell more without losing their human edge. We cover: why sales is one of the safer career paths in an AI world (and...
![How Superfoodio Drive Rate of Sale Once They’re Listed [NIRALI & JAG - SUPERFOODIO]](https://storage.buzzsprout.com/kvzu2frkpntyfe7bhh11m31fc14u?.jpg "How Superfoodio Drive Rate of Sale Once They’re Listed [NIRALI & JAG - SUPERFOODIO]")
Send us Fan Mail Getting listed is exciting. Staying listed is the hard bit. In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh speaks with Ja and Jag, founders of Superfoodio, about what really drives rate of sale once you’re on shelf. They share practical, founder-level tactics on: why availability is the first battle (and how brands get caught out)early retail mistakes you only learn the hard way (including a barcode issue that nearly got them pulled)what they ...
Send us Fan Mail How do you make a 200-year-old heritage brand behave like a modern challenger — without losing what made it famous? In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh speaks with Josh Daly, who helped take Grey Poupon from being “in the wilderness” to behaving like a brand with a clear point of view. We get into: why Grey Poupon got delisted (and why that was actually useful context)how to spot duplication and pull away from the incumbentwhat was ...
Send us Fan Mail Early-stage founders often try to rush to “perfect” — perfect branding, perfect plans, perfect decks — before they’ve sold a single unit. In this co-hosted episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh and Scott Cramner unpack what “good enough” really means for challenger brands, and why perfection is often just procrastination dressed up as strategy. We cover: why selling early beats endless planningwhere you can compromise (and where you absolutel...
Send us Fan Mail Loads of challenger brands describe themselves as “premium”. But premium isn’t a word you write in a strategy doc — it’s something you deliver, end to end. In this co-hosted episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh and Scott Cramner break down the difference between looking premium and being premium — and why getting this wrong is one of the fastest ways to lose trust (and repeat purchase). We cover: why premium needs to show up in the whole cus...
Send us Fan Mail Founders love their origin story. Buyers don’t buy it. In this co-hosted episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh and Scott Cramner unpack why brand storytelling so often falls flat in retail and commercial conversations. We talk about: why relevance beats romance when you’re trying to sellwhy your brand is the sidekick, not the herowhen storytelling does work (and what it needs to do)examples where story builds credibility and trust (and where ...
Send us Fan Mail A lot of founders blame the algorithm when their content doesn’t land. It’s a convenient scapegoat. In this co-hosted episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh and Scott Cramner unpack what’s really going on: most challenger brands don’t have an algorithm problem — they’ve got a messaging problem. We get into: why “going viral” is not a strategyhow consistency beats random spikeswhy knowing exactly who you’re talking to changes everythingwhat gre...
Send us Fan Mail Getting listed is not the win...it’s permission to start proving yourself. In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh is joined by Jasmine Wheelhouse (CEO/“Pea-EO” of Taking the Pea) to talk honestly about the retail reality for challenger brands: getting a buyer’s attention, winning the pitch, and what it takes to stay listed once you’re on shelf. We cover: what “retail ready” really looks like in practicebuyer ghosting and the resilience...
Send us Fan Mail Design matters. But design cannot rescue a product or business that does not deliver. In this co-hosted episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh and Scott Cramner get into the uncomfortable truth founders need to hear: if you are using design to hide bigger problems, the market will find you out fast. We talk about: why great branding cannot compensate for weak product experience (including Simon’s honest take on Ugly Drinks)how “cool” design ca...
Send us Fan Mail A lot of early-stage brands feel world-class before they’ve actually proven anything. In this co-hosted episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh and Scott dig into a pattern we keep seeing: confidence that shows up before competence...and how it quietly kills momentum. We talk about where overconfidence shows up first (hint: it’s usually not where founders think), why design polish can become a mask for weak fundamentals, and what “earned confid...
Send us Fan Mail Most food and drink brands say they’ve got a tone of voice but walk down any supermarket aisle and you’d struggle to tell them apart. In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh is joined by Kevin Karaca, founder of The House Outside, to unpack what tone of voice actually is, why so many brands play it safe, and how challenger brands can use language to create clarity, memory and real stopping power. We get into: why “sounding like everyone...
Send us Fan Mail Chilled is one of the toughest places to build a food brand and most challengers don’t survive it. In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh sits down with Gaz Booth, founder of Holy Moly, to talk honestly about what it really takes to break through in a brutal category. We get into the real story behind the brand, the early mistakes, what scaling actually teaches you, and the misconceptions founders have about marketing and selling in ch...
Send us Fan Mail In this first solo episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh breaks down what a challenger brand actually is and why most brands get it wrong. It’s a short, honest look at the mindset that separates real challengers from the ones who only use the word in their pitch deck. Simon shares the core truths he’s seen across the industry, the common traps founders fall into, and a simple definition of challenger behaviour that sets the foundation for t...
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