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PODCAST

Building the Brands of Tomorrow

How do you build the brands of tomorrow? Here at Tomorrow Brands we know about brand building, having launched brands including popchips, smartwater & vitaminwater in the UK.Hosted by Ruth Fittock, this podcast explores the ideas, insights, and people shaping the future of FMCG. From unconventional founder journeys to emerging consumer trends, each episode dives into the real stories behind the brands breaking through - and the communities helping them grow.With founders and operators from

business entrepreneurship

All Episodes

22:40

Algorithms & olive oil- building brands with joy

Building the Brands of Tomorrow ·

2025/04/30

“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,

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33:15

Mission Kitchen on founders, failures & the future of...

Building the Brands of Tomorrow ·

2025/04/15

“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

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27:46

Condiments, communities & the future of consumer goods

Building the Brands of Tomorrow ·

2025/04/08

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)

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52:49

Building brands with soul

Building the Brands of Tomorrow ·

2025/04/02

How do you go from start up to super brand? What has to go right along the way?Tomorrow Brands partner Ruth Fittock speaks to Jonathan Trimble, founder of AndRising about the challenges and opportunities of building a brand today. We cover- the power of a pivot, why second time founders are the best and how retreats can change your perspective.

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28:12

What's going on and how should brands respond? Mega...

Building the Brands of Tomorrow ·

2025/03/26

There's a lot going on right now, and it can be hard for brands to know how to respond. In this episode we get into the power of listening, really listening, to consumers and the mega trends that are shaping their worlds right now. Tomorrow Brands partner Ruth Fittock speaks to Isabel Lydall, founder of insight collective Curious to Clear about how to use insights to drive brand success, 'trad wives', 'women who talk about stuff', the power of the weird and much more.

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27:04

Brand success stories- Camden Town Brewery

Building the Brands of Tomorrow ·

2025/03/20

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'.

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36:22

Investing with purpose- what VC's want from brands

Building the Brands of Tomorrow ·

2025/02/19

Ruth Fittock speaks to Claire Cherry partner at Era, a leading consumer VC fund and an expert at scaling disruptive, high growth brands. We chat what Claire looks for when deciding whether or not to invest (and any red flags), what every brand should know before taking on VC investment as well as the categories and trends to watch.

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32:00

TrendBible on how & why brands should use trends

Building the Brands of Tomorrow ·

2025/02/03

In this episode Ruth Fittock speaks to Anna Ward, consultant trend forecaster for futures agency TrendBibleIn this conversation, we delve into the methodologies behind identifying trends, the evolving dynamics of consumer behaviour, and the impact of socio-economic factors on brand strategies. We chat about 'staying in in' and the impact that's had on what we buy & how we behave, the rise of elevated everyday essentials (or the 'fancy pantry' trend), how our obsession with youth as marketeers is

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27:57

2025 predictions with Nicole from raye the store

Building the Brands of Tomorrow ·

2025/01/27

In this episode, one in a mini series on 'what's ahead for 2025' we talk to Nicole Compen, founder of raye the store With over 700 brands in the raye community and years at the forefront of what's new and emerging in food, drink, beauty & wellness Nicole has unique insight into which categories and brands are coming up in the UKWe cover a lot of ground in this chat including- mushrooms, functionality, CBD (or a lack thereof), global flavours and ponder what you can do with seaweed. More about

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34:06

Mid-Day Squares on 'no preconceptions'

Building the Brands of Tomorrow ·

2024/12/09

Mid-day Squares is one of the most exciting food & drink companies today, having just sold their 40th million chocolate bar in North America, they share everything with their brand fans on their journey to becoming a $100m brand.We spoke to one of the founders, Nick Saltarelli to hear about their unique approach to marketing & business. This is one not to be missed!Warning- this episode does contain some spicy language

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25:36

Typhoo Tea on taking risks

Building the Brands of Tomorrow ·

2024/12/05

In this episode, the sixth in our series on Entrepreneurial Thinking, Host Ruth Fittock speaks to Holly Rix, Marketing Director at Typhoo Tea about taking risks. 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. We speak about the challenge and opportunity in completely transforming a household name brand, communicating

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22:20

Bold Bean on the power of a North Star

Building the Brands of Tomorrow ·

2024/11/28

In this episode, part of 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 busines, the power of community and how sometimes the magic is found in by challenging conventional wisdom and going against the grain.

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18:42

Pip & Nut on tiny details, not just big ideas

Building the Brands of Tomorrow ·

2024/11/21

In this episode, we go deep into one of our principles of entrepreneurial thinking- tiny details, not just big ideas, with a brand who does this amazingly well- Pip & NutRuth Fittock talks to Marketing Director Jacqueline Ellis-Jones about their tiny detail marketing from channeling 'squirrel energy', to how to use tight budgets to your advantage and the importance of staying close to all your consumers, not just the ones who love you.

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28:45

Virgin Atlantic on Customer Obsession

Building the Brands of Tomorrow ·

2024/11/14

This is the third episode in our series on the key principles of entrepreneurial thinking, in this episode we deep dive into one principle- customer obsession with one of the best in the business at customer service, Virgin Atlantic.Tomorrow Brands managing partner Ruth Fittock speaks to Rami El-Dahshan Head of Clubhouses to hear all their trade secrets- including the importance of working a full shift on the floor, personalisation, modern luxury and employee empowerment.

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24:46

Break rules, honour traditions: Lucky Saint on...

Building the Brands of Tomorrow ·

2024/11/05

In this episode, Ruth Fittock discusses the power of entrepreneurial thinking for brands with Kerttu Inkeroinen, Marketing Director of Lucky Saint, the UK's most loved non-alc beer brand.We get a sneak peek into the marketing strategies, principles and tactics behind one of the hottest scale ups in UK food & drink right now.

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22:03

The 6 principles of Entrepreneurial Thinking

Building the Brands of Tomorrow ·

2024/10/16

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. They explore the importance of customer obsession, defining success across departments, fostering 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

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18:12

Pip & Nut on big ideas and tiny details

Building the Brands of Tomorrow ·

2024/08/16

We're talking small marketing details, not just big ideas. 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 has grown to great heights in the UK by doing this really well

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27:51

Virgin Atlantic & Customer Obsession

Building the Brands of Tomorrow ·

2024/08/16

Tomorrow Brands partner Ruth Fittock speaks to Head of Clubhouses at Virgin Atlantic, Rami El-Dahshan about a key principle of entrepreneurial thinking- customer obsession. Whether you're in the airline industry, hospitality, or any customer-facing business, this episode is packed with valuable lessons on delivering exceptional personalized experiences, empowering staff, and building strong customer relationships. Tune in now and learn from Virgin Atlantic's customer-centric success story!

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25:14

Lucky Saint on the power of entreprenuerial thinking

Building the Brands of Tomorrow ·

2024/08/16

How did Lucky Saint become the UK's most loved alcohol-free brand?This 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,

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22:10

The power of entrepreneurial thinking

Building the Brands of Tomorrow ·

2024/08/16

This episode explores how entrepreneurial thinking, or challenging the best of start-up energy, can benefit any brand, whatever the sizeStart 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 implement too to ensure they are ever evolving to meet the needs and demands of their consumer?Discussing

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