In today’s episode, I’m joined by Emma and Kenny, the co-founders of HipPop — a gut-friendly drinks brand that’s shaking up the soft drinks aisle. While many might have pigeonholed their product as just kombucha, Emma and Kenny have taken a bold and intentional route: positioning HipPop as a go-to soft drinks brand, not a wellness niche.
We talk about what it takes to enter a new market, how branding beyond a product category can be a superpower, and why really listening to your customer is key. From humble beginnings in a farmhouse to securing shelf space in major retailers, their story is packed with practical insight for anyone launching into a crowded space.
Emma & Kenny's advice:
- Test your products locally, in small independent businesses
- Publicise your ingredients and the provenance of the product
- Try to work within a representative area of the UK
- Look for a gap in the market
- If you have a personal reason for setting up the brand, people will love to hear it
- After rigorous testing, and building a local reputation, move on to website and Facebook marketing
- Gradually approach bigger retailers (you will have to be dogged - and original - in pursuing buyers)
- When you scale, bring in people to cover the skills you don’t have
- As you expand distribution, it’s important to build relationships with the new people you are dealing with; go slowly and patiently
FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.
FF&M recommends:
- LastPass the password-keeping site that syncs between devices.
- Google Workspace is brilliant for small businesses
- Buzzsprout podcast 'how to' & hosting directory
- Canva has proved invaluable for creating all the social media assets and audio bites.
MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence
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