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
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Betrayal: Weekly
Betrayal Weekly is back for a brand new season. Every Thursday, Betrayal Weekly shares first-hand accounts of broken trust, shocking deceptions, and the trail of destruction they leave behind. Hosted by Andrea Gunning, this weekly ongoing series digs into real-life stories of betrayal and the aftermath. From stories of double lives to dark discoveries, these are cautionary tales and accounts of resilience against all odds. From the producers of the critically acclaimed Betrayal series, Betrayal Weekly drops new episodes every Thursday. Please join our Substack for additional exclusive content, curated book recommendations and community discussions. Sign up FREE by clicking this link Beyond Betrayal Substack. Join our community dedicated to truth, resilience and healing. Your voice matters! Be a part of our Betrayal journey on Substack. And make sure to check out Seasons 1-4 of Betrayal, along with Betrayal Weekly Season 1.