HUNGRY. How To Get a Tesco Listing in 6 months - BOTIVO, DIRTEA, All The Aunties, big fish founders - Brand Building Masterclass
Dec 8, 2025
Imme Ermgassen, co-founder of Botivo, champions inclusive, pleasure-led non-alcoholic drinks. Perry Haydn Taylor shares secrets of niche focus versus mass-market expansion for brands. Andrew Salter dives into DIRTEA's strategy of educating consumers about mushrooms, transforming science into lifestyle branding. Riya Patel recounts how All The Aunties utilizes family stories and supper clubs to elevate South Asian ingredients. The group discusses the importance of packaging as advertising, community-building, and avoiding common pitfalls in brand development.
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From Supper Clubs To Tesco Shelf
- Riya Patel built All The Aunties from supper clubs and DIY branding on Canva before retail approaches.
- She personally created illustrations and hand-glued in-store POS for the first listings.
Solve Boring Retail Ops First
- Solve boring retail ops problems like on-shelf availability and forecasting before they kill sales.
- Leverage community to help merch and use simple forecasting tools to reduce waste and stockouts.
Treat Packaging As Advertising
- Invest heavily in packaging because it functions as ongoing advertising at point-of-choice.
- Optimize on-shelf messaging and distinct visual cues to drive discovery and conversion.
