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!

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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.

In the latest episode of Brand Growth Heroes, Fiona Fitz sits down with Craig Allen, the founder of Gold Standard Nutrition (GSN), who joins us from Selby, York. GSN has become a standout brand for its high-quality, healthy, and convenient frozen meals that taste amazing!

At just 21, Craig launched GSN with a bold vision, growing it into a multi-million-pound business—all without any external funding.

The idea for GSN was born 12 years ago during a family outing to a local Chinese restaurant with his Dad. That “light bulb” moment set Craig on a pathway to create a brand that thrives today as a case study in profitability, brand growth, and focused strategy.

In this episode, Craig shares the triumphs and challenges of his entrepreneurial journey, highlighting how staying true to his vision and focusing on overlooked market opportunities propelled his success. Enjoy!

Useful Links:

• Craig Allen LinkedIn
• GSN website
• GSN Facebook
• GSN Instagram

Key Takeaways

Spotting a Market Opportunity

• Craig reveals how he identified a gap in the high-protein, healthy frozen meals market and turned it into a thriving business.

The Bootstrapping Journey

• Building GSN without external funding wasn’t easy. Craig discusses the challenges and rewards of starting and scaling a business from scratch.

Hard Lessons in Business

• An early hurdle forced Craig to downsize his team, teaching him valuable lessons about thoughtful growth, self-belief, and sound financial planning.
• Cash flow management became a critical takeaway after hard-won experiences.

Staying Focused in Entrepreneurship

• Craig’s journey underscores the importance of adaptability, clarity of vision, and self-belief, even when navigating competitive pressures.

The “Where-to-Play” Strategy

• GSN thrives by serving underserved markets—like police stations, gyms, and universities—rather than competing directly in crowded grocery aisles. This strategic focus has been a cornerstone of the brand’s growth and scalability.

Responding to Market Needs

• GSN’s rebrand from Goldstein Nutrition to GSN reflects a strategic pivot to resonate with mainstream audiences. This move expanded its appeal beyond bodybuilders, championing an inclusive vision for healthy eating.

Looking Ahead: GSN’s Future Growth Potential

• Craig’s commitment to “doing things properly” underpins the brand’s success, and he shares exciting plans for the next phase of GSN’s journey.

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.

The Brand Growth Heroes Mini MBA Powered by Alantra has opened (Jan 6th) - apply here!

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

In this latest episode of Brand Growth Heroes, we’re over the moon (as always) to welcome back one of our favourite guests, Ben Greensmith, Country Manager for the UK and Ireland of Tony’s Chocolonely.

Since we last chatted to Ben on the show, Tony’s Chocolonely has not only achieved impressive sales growth in the UK but has also made remarkable strides in driving positive change within the cocoa industry.

In this episode, Ben and Fiona dive deep into the progress Tony’s Chocolonely has made, covering:

• Their growth and performance and market share in the UK
• Exciting new product launches and brand innovations
• But most importantly, the impact of Tony’s Open Chain on the Cocoa industry.

We also discuss the brand’s unique approach to marketing, including:

• The learnings from their Advent Calendar launch
• The UK Sweet Solutions campaign that captured media attention
• Balancing awareness of critical cocoa supply chain issues with Tony’s playful tone of voice—all while reminding consumers just how delicious their chocolate tastes
• What’s happening next?

Useful Links:

• Tony’s Chocolonely Website
• Tony's Chocolonely LinkedIn
• Ben Greensmith LinkedIn
• Follow Tony’s Chocolonely on Instagram
• Follow Tony’s Chocolonely on Facebook

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.

If you find Brand Growth Heroes episodes useful, then imagine spending 12 weeks on a Mini MBA programme run by host Fiona Fitz: The Brand Growth Heroes Mini MBA 2025 powered by Alantra will be open for applications on January 6th.

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.