How I Built This with Guy Raz Sir Kensington's: Scott Norton and Mark Ramadan
10 snips
Oct 23, 2023 
Scott Norton and Mark Ramadan, co-founders of Sir Kensington's, turned a college project into a $140 million condiment brand with a delightful fictional backstory. They share how they cleverly challenged Heinz with a whimsical narrative around their gourmet ketchup. The duo reflects on their journey from college friends to entrepreneurs, tackling challenges in branding, market expansion, and even navigating the complex dynamics of co-founder relationships. Their story combines creativity, humor, and insights on the blend of luck and hard work that fueled their success.
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Fancy Food Show Launch
- Mark launched Sir Kensington's at the Fancy Food Show, wearing a suit despite the heat.
- He also visited high-end stores, sharing their story and seeking initial customers.
Whole Foods Launch
- Sir Kensington's secured a spot in Whole Foods, initially in the New York region.
- Progress was slow, requiring relationship building, merchandising adjustments, demos, and price adjustments.
Restaurant Strategy
- Sir Kensington's targeted restaurants as a marketing channel, believing on-premise visibility was crucial.
- Securing placement in influential New York restaurants increased brand awareness.
