We fail fast, probably not fast enough in fact, but fast compared to most.

FMCG is all about a hypothesis, testing an idea and learning when to give up.

We have had a lot of failures and I am as proud of the failures as the successes. Here is why, you learn from them, and you don’t make the same mistakes again (you make new ones!)

Since we started in e-commerce in 2008 (11 years ago!) we have launched the following brands:

Diet Chef
Diet Now
Fine Coffee Club
Brewhive
Prana Protein
Bean to Door
Parsley Box

That is quite a lot – certainly around one a year since 2015. The jury is still out on a lot of them, but most have failed to meet their potential. Some have failed altogether, but who cares! I only care about the successes. My view is a success is born every 10 years, incubating some of these ideas might improve the odds, but we will have to wait to prove this, check back soon (well in 10 years!)