Podcast · 40 episodes
Brand Growth Heroes
by Fiona Fitz | Brand Growth Heroes Mini MBA | · English
Brand Growth Heroes ranks in the top 1.5% of ALL podcasts globally. With +27 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.
Latest episodes
Grubby D2C Plant-Based Meals | From Almost Failing to Scaling ProfitablyGrubby’s “warts and all” growth story—scaling a D2C plant-based meal kit and launching ready meals, surviving a major valuation collapse/down round, and returning to near break-even and profitable…29 Sep 2026 · 51 min
Denzel’s | Brand & Emotion is Build a £213M Opportunity in the Pet CategoryDenzel’s Dog Treats’ category opportunity in pet food—building an emotionally driven, “happiness exchange” brand that turns treats into seasonal gifting and retail-friendly experiences (e.g., Advent…15 Sep 2026 · 44 min
Aduna Superfoods: Building The Supplements Category 3.0Aduna Superfoods’ journey from niche, obscure African fruit powders to mainstream supplement category growth, focusing on “demand creation,” UPF-free whole-food positioning, regenerative sourcing,…2 Sep 2026 · 41 min
All episodes
Grubby D2C Plant-Based Meals | From Almost Failing to Scaling ProfitablyGrubby’s “warts and all” growth story—scaling a D2C plant-based meal kit and launching ready meals, surviving a major valuation collapse/down round, and returning to near break-even and profitable…29 Sep 2026 · 51 min · 20 chapters
Denzel’s | Brand & Emotion is Build a £213M Opportunity in the Pet CategoryDenzel’s Dog Treats’ category opportunity in pet food—building an emotionally driven, “happiness exchange” brand that turns treats into seasonal gifting and retail-friendly experiences (e.g., Advent…15 Sep 2026 · 44 min · 20 chapters
Aduna Superfoods: Building The Supplements Category 3.0Aduna Superfoods’ journey from niche, obscure African fruit powders to mainstream supplement category growth, focusing on “demand creation,” UPF-free whole-food positioning, regenerative sourcing,…2 Sep 2026 · 41 min · 19 chapters
How Merchant Gourmet Doubled Sales from £15M to £30M in just 4 yearsHow Merchant Gourmet scaled revenue from about £15M to £30M in four years by modernizing product range, expanding into new retail subcategories, iterating NPD, building a sales-led team, and treating…18 Aug 2026 · 48 min · 20 chapters
How To Raise Investment For Your Consumer Brand Without Losing Control! Phil Hails-Smith, Joelson (Part 2)Early-stage UK consumer-brand fundraising without losing control—using SEIS/EIS, valuation logic, cyclical investor appetite, and planning for exits; plus AI governance and sustainability in scaling…5 Aug 2026 · 32 min · 16 chapters
Equity, Shareholders, Investment - How Much Should Brand Founders Give Away? | Phil Hails-Smith, Managing Partner, JoelsonHow brand CPG founders should structure equity in co-founder agreements, shareholder arrangements, advisor/board roles, and early employee option pools—plus how to think about vesting, dilution, and…21 Jul 2026 · 30 min · 11 chapters
Here We Flo | Building a £10M Period Care Challenger BrandHere We Flow founders Tara Chandra and Susan Allen explain how their £10M period-care challenger brand grew and what it stands for.7 Jul 2026 · 40 min · 15 chapters
Why TrueStart Coffee Chooses Profitable Growth Over Scale | Founder Helena HillsTrueStart Coffee’s founder Helena Hills explains why the brand prioritizes profitable growth over scaling for scale’s sake, detailing its “concrete not sand” strategy, Series A fundraising,…23 Jun 2026 · 38 min · 7 chapters
AF Drinks | How to Scale a Non Alc Challenger Brand in the USAHow Lisa King scaled Free AF Drinks (ready-to-drink alcohol-free cocktails) from New Zealand into the US and UK, including product development, retail expansion, team/partner setup, and building for…9 Jun 2026 · 51 min · 24 chapters
Mother Root's £16M Secret Growth Equation | Bethan Higson & Alice GallsworthyMother Root’s growth from ~£4k/month to ~£14–17M/year run rate, driven by a “6pm ritual” positioning, one-channel focus (DTC/online/Amazon), and consumer insight turned into paid social campaigns.26 May 2026 · 36 min · 18 chapters
World Leading US Brand Expert | Why We've Got 'Brand Community' All WrongBrands should stop treating “community” as broadcasting and instead embed inside existing communities—especially in private “digital campfires” (DMs, niche micro-communities, shared-experience…12 May 2026 · 42 min · 16 chapters
How Citizens of Soil Is Reinventing Olive OilCitizens of Soil is reinventing olive oil by turning a commodity into a transparent, regenerative, community-led brand with fairer farmer value, high-polyphenol nutrition, and refillable packaging.28 Apr 2026 · 51 min · 24 chapters
Female Founder Leadership | Emma Woods, Chair of Ancient+Brave, ex CEO of wagamamaFemale founder leadership and confidence, with practical guidance on building a “growth board” (not a nominal governance board) and tracking the right KPIs for fast-scaling consumer/CPG businesses.14 Apr 2026 · 42 min · 20 chapters
BOSH!’s Challenger Brand Playbook: Founders Henry Firth & Ian TheasbyBOSH! (Henry Firth & Ian Theasby) explains how they built a plant-based “media brand” first, then turned it into supermarket-ready food, culminating in a Tesco range launch.31 Mar 2026 · 39 min · 19 chapters
How MOTH is Mixing Up Cocktail Category Rules | Rob Wallis, Moth Premium RTD CocktailsA top-ranking podcast providing insights on brand growth, category creation, and transformational strategies from successful consumer goods brand founders. Hosted by Fiona Fitz.17 Mar 2026 · 38 min · 23 chapters
How This Secret Maths Formula Will Scale Your CPG Brand | Dr. James Richardson of Ramping Your BrandIn this episode, Dr. James Richardson discusses the mathematical principles that can dramatically affect the growth of consumer packaged goods (CPG) brands.3 Mar 2026 · 29 min · 10 chapters
How To Create $100M Categories with Category Pirate Eddie YoonIn this episode of Brand Growth Heroes, host Fiona Fitz interviews Eddie Yoon, a leading expert in category design.17 Feb 2026 · 1 h 9 min · 25 chapters
Why AI Will Be Bigger Than the Internet With 'Silicon Valley's Most Wanted' Paul Adams, Chief Product Officer Fin.aiIn this episode of *Brand Growth Heroes*, host Fiona Fitz interviews Paul Adams, a prominent figure in the tech industry, discussing the transformative power of AI in comparison to the internet.3 Feb 2026 · 1 h 2 min · 31 chapters
Why Marketing Doesn’t Matter Until You’re $100M+ SALES - David Lester, Co-Founder of OLIPOPIn this episode, David Lester, co-founder of OLIPOP, shares insights on scaling a challenger brand in the US market.21 Jan 2026 · 33 min · 13 chapters
STOP: Would You Build a House Without Instructions?The episode argues that founders shouldn’t build a business “without instructions,” and describes a “playbook” for brand growth that connects vision to financial plans and execution.12 Jan 2026 · 1 min
Blanco Niño: From Burrito Bar Detour to €10M Tortilla Chip Brand with Founder Phil MartinFounder Phil Martin explains how Irish tortilla chip brand Blanco Nino grew from a Dublin burrito bar detour into a €10M-scale tortilla factory business, covering manufacturing decisions, funding,…6 Jan 2026 · 44 min · 17 chapters
Goodrays CBD: Scaling a £20M Functional Beverage with Founder Eoin KeenanFounder Eoin Keenan explains how Goodrays (Goodray’s) scaled a £20M UK functional beverage brand built around CBD and “calm and clarity,” covering hemp/CBD origins, product R&D, UK regulatory…9 Dec 2025 · 53 min · 26 chapters
Luxury, Science & Sisterhood: Inside SISTERLY with Co-Founder Jennifer O’ConnellSisterly’s “The Elevator” supplement for women, built to solve the “graveyard of supplements” problem (jars/capsules forgotten, too many pills, inconsistent routines).25 Nov 2025 · 48 min · 18 chapters
From £14M -> $100M: How TRIP is Building a Truly Global BrandTrip’s growth from about £14M annual sales (2022) to $100M projected sales (2026), aiming for $200M next year, driven by global expansion (especially the US), ingredient innovation beyond CBD, and…11 Nov 2025 · 45 min · 22 chapters