Brand Growth Heroes

Fiona Fitz | Brand Growth Heroes Mini MBA |
  • 4.8 (23)
  • ENTREPRENEURSHIP
  • UPDATED BIWEEKLY
Brand Growth Heroes

Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +25 years' experience working for brand giants and as coach to over 400 challenger brand founders, Fiona Fitz asks the questions you need the answers to from the founders of wildly successful consumer goods brands driving transformational growth.

  1. The 'Menopause' Category.... & Swinging From the Chandelier

    5D AGO

    The 'Menopause' Category.... & Swinging From the Chandelier

    Did you know that 1 billion women globally are menopausal at any given time? Yet, until recently, the retail industry has largely overlooked this audience. Well....that’s all about to change! In this episode of Brand Growth Heroes, we explore the groundbreaking work of GenM, the menopause partner for brands and retailers, and its mission to reshape how women shop for menopause-friendly products. Our latest #BGH guest, Heather Jackson (CEO and co-founder of GenM), is the unstoppable force behind GenM. She shares how GenM is pioneering the MTick accreditation—a universal shopping symbol that helps women find products proven to support their menopause journey. With major players like Tesco, Boots, Sainsbury’s, Unilever, and Procter & Gamble already on board, this is more than just a trend—it’s a retail revolution. This episode explores how GenM convinced top retailers and brands to take menopause seriously and why menopause-friendly shopping is a permanent category, not a passing fad. We discuss the commercial opportunity for brands that get it right, the science-backed credibility of the MTick accreditation, and the groundbreaking launch of Tesco’s first-ever permanent menopause-friendly aisle. Heather shares eye-opening insights, including the startling reality that only 5% of women feel confident navigating menopause, and just 2% feel they are thriving. With 86% of women seeking non-HRT solutions, the demand for menopause-friendly products has never been greater. Why You Should Listen: If you're a founder, brand leader, or retailer, this episode is a must-listen. The menopause market isn’t niche—it’s 20% of your customer base and finally getting the visibility it deserves.=============================================================A small favour: If this episode inspires you to think about new ways to drive business growth, please hit FOLLOW and even leave a review! This tiny gesture means the world to us and allows us to share these nuggets of insight and value with you more often. We see every new follower and read every review, so thank you in advance! ============================================================= Useful Links: Learn more about GenM and the MTIC accreditationFollow Heather Jackson on LinkedIn============================================================= Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ============================================================= 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 at hello@joelsonlaw.com! ============================================== A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review? This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often. 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. 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.

    38 min
  2. Ep83: From DIY to £10M by 2027: ManiLife The 'World's BEST Peanut Butter'

    MAR 4

    Ep83: From DIY to £10M by 2027: ManiLife The 'World's BEST Peanut Butter'

    A small favour: If this episode inspires you to think about new ways to drive business growth, please please hit FOLLOW and even leave a review!This tiny gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often. We see every new follow and read every review so thank you in advance!============================================================= In this latest Brand Growth Heroes episode, host Fiona Fitz chats with Stu MacDonald, founder of what's said to be the world's BEST peanut butter... ManiLife. After years of crossing paths, they finally get to dive deep into Stu’s story—from hand-blending peanut butter in a rugby club kitchen to scaling up and running his own factory. Stu opens up about the pressures of growth, the realities of burnout, and the difficult decision to step back from running the business in order to help it thrive in a new way. As well as some REALLY honest, deep and raw stuff from Stu about a period of burnout, you'll hear about: The surprising accident that led to Deep Roast Peanut Butter Why 44% of peanut butter sales now come from bulk tubs The mindset shift from being a founder who runs the business to one who supports its growth in a different role The impact of having the right team and how it changes everythingWe hope you enjoy one of the most raw and real conversations we've had on the show to date! Useful Links: ManiLife website Stu Macdonald LinkedIn ManiLife LinkedIn ManiLife Instagram ManiLife FB ============================================================= Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ============================================================= 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! ============================================== A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?  This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often. 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.  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.

    45 min
  3. Ep82 You Need *This* Legal Kryptonite (& ChatGBT Can't Give it To You)

    FEB 19

    Ep82 You Need *This* Legal Kryptonite (& ChatGBT Can't Give it To You)

    Scaling a CPG brand isn’t just about great products and standout branding—it’s also about navigating a legal maze that can come with fast business growth, in many different guises. In this episode of Brand Growth Heroes, Fiona Fitz sits down with Phil Hails-Smith and Paul Chiappe, managing partners at corporate law firm Joelson, to cover the legal essentials every CPG founder needs to know.With over 30 years of experience supporting some of the fastest-growing CPG brands - 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. From intellectual property and contracts to regulatory compliance and international expansion, we explain how the right legal partners can protect your brand while unlocking new opportunities.  We also chat about: The biggest legal pitfalls CPG founders face (and how to avoid them) Why contracts, IP, and compliance are make-or-break for scaling How a great legal team can help you negotiate better deals and partnerships Real-world examples of legal strategies that fuel business growth.We're also thrilled to announce that Joelson is now the official sponsor of Brand Growth Heroes, continuing their commitment to empowering founders with the knowledge and legal support they need to scale successfully. So tune in to learn why legal expertise isn’t just about risk mitigation—it’s can actually be a strategic weapon for scaling smarter and faster, if you're smart! Useful Links: Joelson website Joelson LinkedIn Paul Chiappe LinkedIn Phil Hails-Smith LinkedIn 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, this 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 our YouTube channel! Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS. ============================================================= Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ============================================================= 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. 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!  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. Finally, as an almost all-female team here at BGH, we're especially impressed by Joelson's commitment to championing female founders in CPG.  If you'd like to get in touch to find out more, why don't you drop them a line on hello@joelsonlaw.com!Joelson - we’re delighted to have you on board. ==============================================

    34 min
  4. Ep 81: Doubling Merchant Gourmet’s Sales from £15M to £30M in just 4 years!

    FEB 4

    Ep 81: Doubling Merchant Gourmet’s Sales from £15M to £30M in just 4 years!

    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! =============================================================  Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm ============================================================= 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! ============================================== 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 kewsZnmPvZOnCDIffjwMVXXI

    48 min
  5. Ep80 £15M worth of meals BOOTSTRAPPED with GSN founder Craig Allen (Gold Standard Nutrition)

    JAN 16

    Ep80 £15M worth of meals BOOTSTRAPPED with GSN founder Craig Allen (Gold Standard Nutrition)

    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 LinkedInGSN websiteGSN FacebookGSN InstagramKey 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

    37 min
  6. Ep79: LATEST NEWS from Tony's Chocolonely: Revolutionising the Cocoa Industry for Good

    12/16/2024

    Ep79: LATEST NEWS from Tony's Chocolonely: Revolutionising the Cocoa Industry for Good

    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 UKExciting new product launches and brand innovationsBut 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 launchThe UK Sweet Solutions campaign that captured media attentionBalancing awareness of critical cocoa supply chain issues with Tony’s playful tone of voice—all while reminding consumers just how delicious their chocolate tastesWhat’s happening next?Useful Links: Tony’s Chocolonely WebsiteTony's Chocolonely LinkedInBen Greensmith LinkedInFollow Tony’s Chocolonely on InstagramFollow Tony’s Chocolonely on FacebookIf 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.

    42 min
  7. Ep78: Beehive to £50M - How Scott Davies Built Hilltop Honey Empire

    12/02/2024

    Ep78: Beehive to £50M - How Scott Davies Built Hilltop Honey Empire

    In this latest episode, we’re diving into the remarkable story of Scott Davies, the visionary Welsh founder of Hilltop Honey. From an early career as a bricklayer and coal yard worker to building a £50M business (number two in the market) and designing and building his own 55,000 square foot factory, Scott’s story is a testament to resilience, innovation, and an unyielding passion for bees and business! Scott takes us behind the scenes of Hilltop Honey’s unlikely start and rise to success, sharing his experiences and the strategies that have helped him overcome challenges and achieve incredible growth. It's packed with inspiration for founders, dreamers, and anyone looking to turn adversity into opportunity. If you are interested in understanding what it takes to grow and lead a business of this size, then this is an episode for you. By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION. You can ask Fiona Fitz a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know! Useful links: Hilltop Honey Website Scott Davies LinkedIn Instagram Facebook AND ... if this episode inspires you to think about new ways to drive business growth, PLEASE click FOLLOW or SUBSCRIBE and leave a review. You don'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 keep learning from the founders of challenger brands who are thinking differently about growth: Follow us across our BGH socials: LinkedIn, Facebook, Instagram and X. Sign up for the latest news and information on the Brand Growth Heroes Mini MBA here. Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

    29 min
  8. Ep77 VITHIT’s Roadmap to £80M in Global Sales in 2025, Gary Lavin ( Part 2)

    11/18/2024

    Ep77 VITHIT’s Roadmap to £80M in Global Sales in 2025, Gary Lavin ( Part 2)

    We are thrilled to welcome back Irish entrepreneur Gary Lavin, the founder of VITHIT Drinks. VITHIT is brand that’s seen incredible growth in recent years, establishing itself as a leader in the vitamin water in the UK and Ireland. With an £80 million run-rate in 2025, and multiple international markets, VITHIT is now a global player to be reckoned with. But, like so many others, the real story here lies in founder Gary's relentless journey - one that that transformed a small idea into a business that knocked global brands such as Vitamin Water from off their perch in the UK, in the space of just a few years. And Gary Lavin isn’t just a guest; he’s one of Fiona’s oldest friends in business. He joins us to share his story of resilience, taking on industry giants, navigating new markets, and building a brand with a laser focus on innovation and grit. And if you’re interested in hearing more, we’ve just re-released our first interview with Gary from four years ago as a companion to this episode. So, if you’re listening now, consider this episode, part two of the VITHIT story! LINK PART ONE  If this episode inspires you to think about new ways to drive business growth, PLEASE click FOLLOW or SUBSCRIBE and leave a review. You don'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. Useful links: Website Gary's LinkedIn VITHIT LinkedIn Instagram Facebook By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION. You can ask Fiona a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know! Please don't hesitate to join our Brand Growth Heroes community to keep learning from the founders of challenger brands who are thinking differently about growth. Follow us across our socials: Brand Growth Heroes on LinkedIn, Facebook, Instagram and X. Sign up for the latest news and information on the Brand Growth Heroes Mini MBA here. Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

    38 min
See All (83)

    4.8
    out of 5
    23 Ratings

    About

    Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +25 years' experience working for brand giants and as coach to over 400 challenger brand founders, Fiona Fitz asks the questions you need the answers to from the founders of wildly successful consumer goods brands driving transformational growth.

    Information

    • Creator
      Fiona Fitz | Brand Growth Heroes Mini MBA |
    • Years Active
      2019 - 2025
    • Episodes
      83
    • Rating
      Clean
    • Copyright
      © Copyright Fiona Fitz Consulting Ltd.
    • Show Website
      Brand Growth Heroes

    You Might Also Like

    Content Restricted

    This episode can’t be played on the web in your country or region.

    To listen to explicit episodes, sign in.

    Stay up to date with this show

    Sign in or sign up to follow shows, save episodes, and get the latest updates.
    Select a country or region

    Africa, Middle East, and India

    Asia Pacific

    Europe

    Latin America and the Caribbean

    The United States and Canada