How Candy Kittens won listings at Sainsbury’s, Waitrose, Tesco and ASDA by doing One. Thing. Well. – Ed Williams

2023-06-12

Sometimes brands become a bland-wishy-washy-meh-ness.

Sometimes the £5 million RSV mark is dangerous. Scale often kills magic.

Process and experience and meetings-about-meetings-about-meetings seep in and piss over the Bonfire of Magic.

Candy Kittens didn’t let that happen.

CK kept the sparkle in their eye. The fire burning. Roaring.

Yes, they’ve won listings at Sainsbury's, Waitrose & Partners, Tesco, Asda, Morisson’s - a full shebang of distribution.

BUT.

Candy Kittens still THINK and FEEL and ACT like a small, scrappy- challenger.

Edward Williams is the bulwark of bold thinking

And he’s the latest guest on hungry.

Our convo zoomed into unchartered waters, unearthing unreal learnings.

You’re in for a sweet treat.

ON THE MENU:

1.Why single mindedness is the HARDER route BUT, FASTER route – Do. One. Thing. Well.

2.Why Challenger brands must sack off longtail SKUs to drive penetration of the core range

3.Why Challenger brands must build a culture that doesn’t allow dogmatic, experience in – Stay Dumb. Stay Foolish.

4.Why NPD is a marketing and purpose play to drive ROS of core – the story of SHOX

5.Why founders must realise they get bored of ideas before others even latch on

6.How Candy Kittens stand firm on price and don’t join the HARIBO pound party

7.The Harsh reality of price increases: yes buyers and brands give a monkeys. But does the consumer ACTUALLY?

8.Why your goal as a founder is to feed the culture by constantly reframing – Pain. Setbacks. Obstacles. Challenges.

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