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The healthy eating revolution is here, and Liam White is on the frontlines.

The ex-banker turned co-founder of Dr Will's is taking on Big Food with a simple mission: better ingredients, no shortcuts, no ultra-processed junk.

In this episode, he breaks down what it really takes to build a challenger brand, stay ahead of the health trends, and scale without selling out.

This one’s packed with real-world tactics (and maybe a little bit of secret sauce).

🔗 Find Liam on LinkedIn, Instagram and TikTok

Takeaways from Noel’s episode

1️⃣ Your first product won’t be perfect

Dr Will's’ early recipes were too healthy for mass appeal. Liam learned to tweak, taste and iterate without compromising the brand’s mission.

2️⃣ Founders who show up win

Liam personally hits supermarkets, talks to staff, answers customer DMs and drives TikTok reach by being visible, something big brands can’t fake.

3️⃣ Crowdfunding is part marketing, part money-raising

Offline investors bring credibility, and a passionate army of small investors becomes your loudest voice.

4️⃣ Building a business is a marathon, not a sprint

Liam reminds his younger self: patience, resilience, and small daily wins matter way more than instant success.

5️⃣ Outsource the right things, but stay painfully close to quality

Dr Wills partnered with a UK manufacturer early but stayed hands-on daily to protect their ‘secret sauce.’

📚 Liam‘s book recommendations

Delivering Happiness by Tony Hsieh — Liam highlighted Tony Hsieh’s obsessive focus on customer service as a big inspiration. Hsieh built Zappos around delighting customers and eventually sold to Amazon, another customer-obsessed giant.

Shoe Dog by Phil Knight — The memoir of Nike’s founder resonated with Liam for showing the messy realities of scaling a brand, not just the glamour. He especially connected with how Knight balanced growth with constant financial risk.

Ultra-Processed People by Chris van Tulleken — Liam pointed to this book as a turning point for the broader consumer shift away from ultra-processed foods. He said it had a huge impact on mainstream eating habits and customer awareness.

Why We Sleep by Matthew Walker — Liam referenced this book when talking about his personal habits. It made him double down on sleep quality, recovery, and daily routines as a foundation for long-term resilience as a founder.

In this episode we cover:

00:00 Introduction to Liam White

02:14 From Football Dreams to Investment Banking

04:50 The Transition to Entrepreneurship

07:32 Lessons from Investment Banking

09:16 Starting Dr. Wills: The Healthy Condiments Journey

12:47 Scaling Through Outsourcing

15:32 Navigating Risks with Manufacturing Partners

18:15 Sourcing Quality Ingredients

21:11 The Rise of Healthy Eating Trends

23:57 Adapting to Market Changes During COVID-19

26:28 The Impact of the Ultra-Processed Food Movement

29:02 Maintaining a Healthy Lifestyle

31:09 Fitness Journey and Personal Challenges

32:27 Crowdfunding Success: Lessons Learned

37:15 Navigating Investor Relations

40:53 The Importance of Product, Sales, and Marketing

42:19 Leveraging Social Media for Brand Growth

50:57 Competing with Big Brands in Retail

55:01 Evolving Roles and Team Dynamics

57:29 Sacrifices of Entrepreneurship

01:00:28 Inspirations and Advice for Future Founders

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