How GU and The Coconut Collaborative Scaled from £5m “Challenger” to £20m “Household” Brand - James Averdieck, founder GU & The Coconut Collaborative

James Averdieck founder of GU and The Coconut Collaborative is the next guest on HUNGRY.

• In 2003, James launched GU securing listings at all major retailers and successfully sold to Noble Foods for £32.5 million.
• In 2014, James founded The Coconut Collaborative, winning listings at listings at Tesco, Waitrose, Sainsbury’s, Ocado with £20m + retail sales.

James embodies his puddings.

A charming exterior yet his core bubbles with unshakeable resilience and optimism.

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ON THE MENU:

1. WHY CHALLENGER FOOD AND DRINK BRANDS SHOULD BE GRATEFUL FOR THE UK GROCERY

MARKET VS. OTHER MARKETS.

1. HOW TO CRACK THE EXPORT ENGIMA: THE BATTLES OF BUILDING IN U.S.A AND BETTER MARKETS TO FOCUS ON.
2. HOW TO SCALE FROM £5m RETAIL SALES TO £20m RETAIL SALES = PRICE POINT + NPD + CONSTANT IMPROVEMENT = HOUSEHOLD BRAND
3. THE PILLARS OF BUILDING GREAT BRANDS: MAKE A PROMISE AND KEEP A PROMISE.
4. YOU INHERIT THE GOOD & BAD FROM YOUR PARENTS AND WHAT TO DO ABOUT IT.