Shows
Building the brands of TomorrowBrand Success Stories: Popchips Building Popchips in the UK- one snacker at a timeWhat did it take to launch one of the UK’s most successful better-for-you snacks?In this episode, Ruth Fittock flips the mic to reflect on her eight-year journey launching and scaling Popchips in the UK, with Tomorrow Brands commercial lead Sofia DeCrescentiis, from Waitrose day-one listings to handwritten influencer boxes and navigating the brand’s acquisition by KP Snacks.They talk about:How a US startup mentality collided with UK market realitiesThe power of word-of-mouth before social medi...2025-06-1637 min
Building the brands of TomorrowDesign, differentiation and the danger of boredom “If you're bored of your brand, you're probably doing something right.”What makes a brand stick- and what causes one to quietly fade out? In this episode, Ruth sits down with Derek Springston, CEO of Boulder-based branding agency Moxie Sozo, to explore the deeper mechanics behind brand resilience.They cover:Why trends are often a trap- and how “being of the moment” can age you fastWhat US brands get right (and wrong) about differentiationBrand moats vs brand ecosystems- and why the latter matters moreWhen a rebrand is a great idea- and when it’s just a bor...2025-06-0437 min
Building the brands of TomorrowThe thoughtful rise of Mother Root: why patience wins “Direct-to-consumer wasn’t the plan. It was a survival move during the pandemic - but it became our best decision.”Bethan Higson is the founder of Mother Root, a non-alcoholic aperitif brand that’s as bold in its flavour as it is in its mission. In this episode, she shares their 6 year journey to retail. We talk about:Starting slow and building a brand with staying powerWhy DTC is the best way to educate a new marketNavigating a rebrand while staying close to your communityBuilding for women in their 40s and 50s - and why the...2025-05-2136 min
Building the brands of TomorrowCool brand... now what? Why we need to stop marketing to 'Sophie from Clapham' “We’ve turned ‘challenger brand’ into an aesthetic. If you’re marketing only to Sophie from Clapham, you’re not really challenging anything.”In this wide-ranging episode, Ruth is joined by Lottie Unwin- founder of Brand Hackers and Up World They cover:The difference between competition and category-buildingWhy marketing strategy is misunderstood (and underfunded)What actually makes a brand “challenger”Content, Reddit, and the underrated power of local Facebook groupsHow it feels to build something when you’re completely out of your depthIt’s a love letter to ambitious marketers, and a reality check for foun2025-05-1447 min
Building the brands of TomorrowScaling, Exits, and Staying True to the Core: Rhys Harvey on Building Brands That Last“Exit-readiness isn’t a checklist - it’s a constant state of being.”Rhys Harvey has helped steer multiple challenger brands through acquisition (Popchips, Plenish) and is now CEO of OceanSaver. In this episode, we unpack what really matters when you’re building toward scale or a potential exit.We talk:What acquirers really care about (hint: not what founders think)Why repeat rate is the metric no one talks about enoughHow operations and finance teams can drive brand valueThe truth about NPD - and why most of it gets mothballed post-acquisitionWhat it takes to build a...2025-05-0741 min
Building the brands of TomorrowAlgorithms & olive oil- building brands with joy“Social media has made everything feel a bit less fun. We need more weird, joyful moments - not just QR codes on billboards.”In this episode, Ruth sits down with Tom, a multi-time founder and creative mind behind Glug - a new UK-based olive oil brand. From selling 500 onesies a day at the height of festival culture to building a brand rooted in joy and quality, Tom shares how his early wins, mistakes, and experiments are shaping this next venture.They talk about why joy is missing in brand-building, how to do weird, subversive marketing in a...2025-04-3022 min
Building the brands of TomorrowMission Kitchen on founders, failures & the future of food“There’s no shortage of ideas. What’s rare is the mindset to survive the hard parts.”In this episode Ruth talks to Charlie Gent, founder of Mission Kitchen, a London-based workspace and incubator for food founders. They explore what it really takes to scale a food business today - from product development and manufacturing to community, mentorship, and the emotional highs and lows of founder life. You’ll hear about the power of physical space, how DTC has changed early brand building, and why taste still reigns above all.Plus: which categories are heatin...2025-04-1533 min
Building the brands of TomorrowCondiments, communities & the future of consumer goods “A brand of tomorrow doesn’t wait until they have sales to build a community.”Thinking about launching the U.S? This one is for you. Ruth Fittock chats to Amrit Richmond, founder of Supermercato & community Indie CPG about the first things to think about if you want to try and crack this high risk, high reward market.Plus we chat trends both sides of the pond, what makes a brand succeed, and our favourite condiments (of the moment)2025-04-0827 min
Building the brands of TomorrowBuilding brands with soul“Sometimes the magic is just staying focused on something really good for long enough.”What does it really take to build a brand that matters — one that lasts, scales, or sells on your terms?This week I’m joined by Jonathan Trimble co-founder of AndRising, a creative ventures company that blends brand strategy, design, and investment into early-stage consumer brands. We talk about the tension between building for a billion-dollar exit… and building something that feeds your soul. About designing for scale without losing sight of self. About why some founders burn out and others...2025-04-0252 min
Building the brands of TomorrowNo More Average: Building Brands in an Uncertain World“If it’s weird, it’s probably insight.”How do we build brands that actually get people? (And not just the people in our marketing team?)This week, Ruth sits down with Isabel Lydall, founder of research and insight collective Curious to Clear, to talk about what it really means to build a brand around real insight- not assumptions, trends, or the opinions of your mate’s wife.Whether you’re planning a rebrand, a product launch, or just trying to figure out why your customers suddenly care about gardening… this one’s for you.2025-03-2628 min
Building the brands of TomorrowBrand success stories: Camden Town Brewery“Right place, right time - and a team that gels. That’s the magic. You can’t fake that.”Camden Town Brewery was one of the standout success stories of UK craft beer, with a rapid rise leading to a successful acquisition in 2015.In this episode Tomorrow Brands commercial lead Sofia, one of the first employees, lifts the lid on their success. We chat advocacy, passion, the challenges that come with rapid growth, how it really feels when something you've been working on sells and being 'all in'.2025-03-2027 min
Building the brands of TomorrowInvesting with purpose- what VC's want from brands “We’re not chasing hype brands. We’re backing businesses built on real product, real customer love, and a vision that lasts.”Raising capital might be the holy grail for some consumer brands - but is it always the right path? And if it is, how do you stand out to a VC who’s seen it all?This week, I’m joined by Claire Cherry, a partner at a global VC fund focused on backing category-transforming consumer brands. We cover everything from product obsession and omni-channel growth to red flags, community signals, and the very...2025-02-1936 min
Building the brands of TomorrowTrends, Tensions & Tomorrow: How to Think Like a Futures Strategist“Your consumer today won’t be the same in five years. Are you ready for who they’re becoming?”This week, we’re talking about trends - but not the fleeting TikTok kind. We're digging into how brands can use real cultural insight to navigate change, unlock whitespace, and build lasting emotional relevance.Joining me is Anna Ward, Innovation Lead at global futures agency Trend Bible. She works with brands around the world on decoding where culture is heading - and how to stay a step ahead.We talk about the mechanics of trend-spot...2025-02-0332 min
Building the brands of Tomorrow2025 Trend Predictions: Mushrooms, Functional Everything & Indulgence 2.0“Functional is everywhere now — but if everything’s functional, what does it even mean?”In this episode, I'm joined by Nicole Compen, founder of raye the store - the retail platform spotlighting emerging brands across food, drink, wellness and beauty. With 12 stores and 700+ brands under her belt, Nicole brings a unique, ground-level view of what’s really happening in FMCG right now.We explore what’s hot (and not) as we head into 2025 — from the next phase of functional foods to the rise of indulgent snacking with a conscience. We also chat about the macro forces driving...2025-01-2727 min
The Unfounders#19 - Jessamy Beeson-Jones - Ex Karma Drinks, Popchips & MoreThis podcast was recorded on Jessamy’s last day as Country Manager at Karma Drinks - and it’s a beauty!Jess is such a powerhouse in the FMCG world and she does it all with a smile.We discuss her time at Popchips, working under our previous guest Ruth Fittock and what that whole experience was like.Working her way up at Karma drinks across a 5 year career all the way to Country Manager.Freelance consulting for brilliant brands like Everleaf and Arrowtown Drinks where she was involved in the late...2024-12-3041 min
Building the brands of TomorrowCrash, burn or build an empire- the Mid-Day Squares way“If you’re not willing to lose it all, you’re not playing the game properly.”This isn’t just a chocolate company- it’s a cultural movement.Midday Squares co-founder Nick Saltarelli joins Ruth for a no-holds-barred conversation on what it takes to build an FMCG brand without following any of the rules. From manufacturing their own bars to building an audience like a band, Nick shares the mantras, mindset, and madness behind their journey to 40 million bars sold- and why they’re willing to crash and burn in public if it means building something that...2024-12-0931 min
Building the brands of TomorrowFear-Free Tea: When a Legacy Brand Becomes a Challenger“We talk about progress, not perfection- because this is hard, and it’s just the beginning.”What happens when a heritage brand takes a hard left- and becomes a purpose-driven challenger?In this episode, we hear the powerful story behind Typhoo’s reinvention as a mission-led business focused on ending gender-based violence on tea plantations. From a funeral for “old Typhoo” to a bold new operating model, this isn’t your typical rebrand story. We explore how putting purpose at the centre of every decision can be both a compass and a comms challenge- and...2024-12-0525 min
Building the brands of TomorrowBean Obsessed: building a movement with Bold Bean Co.“We didn’t just want customers- we wanted bean obsessives. That’s our North Star.”What happens when you build a brand around one big idea- and obsess over it completely?Founder and CEO Amelia Christie-Miller joins us to talk about Bold Bean Co’s mission to make the world bean-obsessed. From cookbook-led PR to remote culture rituals, this is a story of doing things differently- and making it work. We talk about how a single North Star has guided everything from packaging to hiring to community, and how leaning into loyalty (not just light...2024-11-2822 min
Building the brands of TomorrowObsess Over the Small Stuff: Inside Pip & Nut’s Brand Philosophy“No one cares as much about your brand as you do—so earn their attention.”In this episode, Jacqueline Ellis-Jones, Marketing Director at Pip & Nut, takes us behind the scenes of a brand powered by "squirrel energy"- quick-thinking, resourcefulness, and relentless attention to detail. From nut butter jars embossed with tiny messages to a secret panel of “squirrels” shaping product decisions, this is a masterclass in how small things add up to big brand love.We talk packaging, product obsession, launching with lean budgets, and why “never settle” is both a strength and a caution.2024-11-2118 min
The Marketing Society PodcastEpisode 7: The power of entrepreneurial thinking for brands: Typhoo TeaIn this episode, the seventh in our series on Entrepreneurial Thinking, host Ruth Fittock speaks to Holly Rix, Marketing Director at Typhoo Tea. In the last 6 months Typhoo Tea have embarked on an ambitious mission to become the ‘Tony’s of Tea’ (to do for tea what Tony’s Chocolonely have done for chocolate), fully transforming to become a mission centric challenger brand. They speak about taking risks in completely transforming a household name brand, the challenges of communicating ‘purpose’ and talking about dark and difficult issues, progress over perfection and the importance of expecting the best.Our host...2024-11-1426 min
Building the brands of TomorrowInside the Club House- how Virgin Atlantic builds loyalty through empathy “We’re a big brand, but we feel like a small company. That’s why our customers feel they know us- and we know them.”What does true customer obsession look like? Rami, Head of Clubhouses at Virgin Atlantic, joins us to talk about how the brand crafts deeply human, high-touch experiences. We explore how Virgin Atlantic empowers its people, redefines luxury, and stays unmistakably personal- even as a global brand2024-11-1427 min
The Marketing Society PodcastEpisode 6: The power of entrepreneurial thinking for brands: Bold BeanIn this episode, the sixth in our series on entrepreneurial thinking, host Ruth Fittock interviews Amelia Christie-Miller, the founder & CEO of Bold Bean co. - one of the most exciting food and drink brands in the UK at the moment. In this conversation they cover how their North Star of ‘bean obsessed’ has had a powerful impact at every level of the business, the power of community and how sometimes the magic is found in by challenging conventional wisdom and going against the grain. Our host - The Marketing Society Member Ruth FittockRuth has almost...2024-11-0823 min
Building the brands of TomorrowSaintly Disruption: Building an Alcohol-Free Icon“Our mantra is devil in the detail. Every touchpoint should feel unmistakably Lucky Saint.”What does it take to redefine a category—and still keep it simple?In this episode, Kerttu Inkeroinen, Marketing Director at Lucky Saint, shares how the brand built a beer that’s alcohol-free and full of meaning. We talk about why creative should work 10x harder when media spend is low, how packaging can punch above its weight, and how culture, not process, is the secret to moving fast. From in-house creatives to “super saint” customer calls, this is a masterclass in building...2024-11-0524 min
Building the brands of TomorrowThe 6 principles of Entrepreneurial Thinking In our first episode of The Tomorrow Brands podcast, Ruth Fittock and Carly discuss the concept of 'Day One Thinking' and how entrepreneurial principles can be applied to brands of all sizes. We explore the importance of customer obsession, defining success, personal responsibility, and the significance of small details in marketing. The conversation emphasizes the need for brands to embrace risk, balance processes with creativity, and challenge the status quo to remain relevant and engaging in a competitive market.2024-10-1622 min
The Marketing Society PodcastEpisode 5: The power of entrepreneurial thinking for brands: Mid-Day SquaresThis episode, the fifth in our series on entrepreneurial thinking, and how it can benefit a brand of any size, is about ‘no preconceptions’ or in the words of our guest, Nick Saltarelli- founder of hit Canadian chocolate brand Mid-Day Squares, ‘No one in history has ever done anything great by following how it’s always been done’ It’s a fascinating conversation, as Nick talks about entrepreneurship, disrupting a category, lifting the curtain and sharing EVERYTHING and how they ‘act like a band instead of a brand’ to build true brand fans.Our host - The Marketing So...2024-09-2035 min
The Unfounders#3 - Ruth Fittock - Tomorrow BrandsTodays guest is Ruth Fittock Managing Partner at Tomorrow Brands who focus on helping purpose-driven brands of tomorrow launch & succeed in the UK.Ruth has a whole host of experience in a number of brilliant brands including Vitamin Water, Popchips and Simply Roasted - as well as being a Virgin Startup Mentor and advisor at Bold Bean Co.After helping launch and run Vitamin Water's field marketing actives in the UK, Ruth went on to join as a founding member and Senior Marketing Manager in the UK arm of Popchips.Taking this love...2024-09-1634 min
The Marketing Society PodcastEpisode 4: The power of entrepreneurial thinking for brands: Pip & NutIn this episode, the fourth in our series on entrepreneurial thinking, we’re exploring one of the six principles of entrepreneurial thinking in more detail- small details, not just big ideas and how one brand in particular brings this to life. By small details we mean all the brand touchpoints, not just a big idea- it could be copy on pack, the way you respond to a customer complaint letter, a coupon. All of these touchpoints are a way of bringing a brand to life. Ruth was joined by Jacqueline Ellis-Jones, Marketing Director at Pip & Nut, a brand...2024-07-2619 min
The Marketing Society PodcastEpisode 3: The power of entrepreneurial thinking for brands: Virgin AtlanticThis episode is the third in our series on entrepreneurial thinking, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. In this episode The Marketing Society member Ruth Fittock speaks to Head of Clubhouses at Virgin Atlantic, Rami El-Dahshan about one of those principles specifically- customer obsession. We dive into Virgin Atlantic's customer-centric approach and how they deliver personalized experiences in their luxurious lounges and on board their flights. Rami, our guest from Virgin Atlantic, shares how...2024-06-1129 min
The Marketing Society PodcastEpisode 2: The power of entrepreneurial thinking for brands: Lucky SaintThis episode is the second in our series on entrepreneurial thinking, or channelling the best of start up energy, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. Today, we’re looking at how one brand has used entrepreneurial thinking to scale and get ahead- The Marketing Society’s Brand Of The Year 2023, Lucky Saint. Ruth Fittock interviews Lucky Saint’s Marketing Director Kerttu Inkeroinen who lifts the lid on her approach to marketing and how Lucky Saint became th...2024-05-1527 min
The Marketing Society PodcastEpisode 1: The power of entrepreneurial thinking for brands:Welcome to our new series: The power of entrepreneurial thinking for brands, hosted by The Marketing Society member Ruth Fittock. Episode 1This episode explores how entrepreneurial thinking, or challenging the best of start-up energy, can benefit any brand, whatever the size Start ups are having a real moment in the spotlight- agile, fast and able to take big risks without fear of damaging a legacy brand, they are everything that big brands aren’t and can’t beBut is that true? What if ‘start-up’ is a mindset, one big business can impl...2024-02-2223 min
Genuine HumansRuth Fittock: self-belief and career momentum
This week, we’re talking to the wonderful Ruth Fittock, marketing director of simply roasted crisps, who was one of the team behind the launch of Popchips and Vitamin Water.
She tells Wendy and Tamara how burnout in her early career led her to reassess how she approaches life and work, the influence of strong women in her family in her career, and how being told to “speak up or no one will hear you” influenced her approach to marketing.
She talks about how important it is to overcome the fear of not fitting in and ho...2023-09-1447 min
Genuine HumansRuth Fittock: self-belief and career momentumThis week, we’re talking to the wonderful Ruth Fittock, marketing director of simply roasted crisps, who was one of the team behind the launch of Popchips and Vitamin Water. She tells Wendy and Tamara how burnout in her early career led her to reassess how she approaches life and work, the influence of strong women […]2023-09-1447 min
Dig In34. Ruth at Simply Roasted on the ‘Better for You’ Category, Leading with Taste, and CrispsThis week, Meagan got chatting to Ruth Fittock, the Marketing Director at Simply Roasted Crisps. Ruth joined Simply Roasted after a decade in crisps/chips marketing at the likes of Pop Chips...so she’s got a whole host of knowledge to share about how to do marketing well within the ‘better for you’ category. Tune in to this episode to learn:How Simply Roasted hopes to capture market share in the ‘better for you’ categoryHow to build a messaging hierarchy for on-pack claims in a category like crisps/chipsHow marketing in this category has changed over the last 10 ye...2022-02-1538 min
thefoodpeople In Conversation With...Ruth Fittock, Simply Roasted | In Conversation With | thefoodpeopleIn this forward-thinking episode, Charles speaks to Ruth Fittock, Marketing Director at Mindful Snacker and Simply Roasted - the home of disruptive snacking innovation. Ruth joins us to talk about:- The Simply Roasted story, the brand purpose and ambition- Why it’s taken 10 years to create the no compromise crisp- How the brands cooking process differs from others - How Simply Roasted compares on key HFSS measures- Their adventurous new flavours - How the all-female leadership team influences the business - The future horizon for Simply Roasted...2021-07-2130 min