Uncensored CMO From idea to £25m exit - Jimmy's Iced Coffee Founder, Jim Cregan
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Feb 25, 2026 Jim Cregan, founder of Jimmy’s Iced Coffee who built the brand to a £25m exit, tells the origin story and his BottleCan packaging idea. He discusses breaking into Selfridges and Tesco, grassroots in-store hustle, retail and DTC strategy, and why treating suppliers and customers as humans mattered.
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How A Hangover In Australia Sparked Jimmy's
- Jim Cregan discovered Farmers Union iced coffee in Australia and bought multiple cartons after one taste convinced him the product worked.
- He returned to the UK, borrowed money from his parents, partnered with his sister, found a co-packer and launched Jimmy's four months after forming the company.
Simple Packaging Solves First-Time Purchase Decisions
- Clear on-pack communication wins first-time triers, so Jimmy's used simple labels: product name, 'iced coffee' and variant.
- The original design prioritized recognisability and nostalgia (carton feel) while planning easy translation to other SKUs.
BottleCan Format Shift Doubled Retail Rate Of Sale
- Jimmy's switched from fragile Tetra Pak to a Japanese BottleCan after Luke brought back a sample from Hong Kong and the team tested its pouring and shelf impact.
- The BottleCan printed directly on the vessel increased sales and doubled rate-of-sale in M&S when rolled out.