⁠Holie's⁠ are on a mission to shake up the breakfast aisle with their high protein, low sugar range and in this episode, I speak to UK Commercial Director to ⁠Bina Edwards⁠.Bina has a fantastic background working for brands like Red Bull, Ugly, and Liquid Death.Unpicking all these lessons and learnings throughout her journey was fantastic.It's raw, honest and there's so much value in this.I love that she's channeling all this experience into taking on the sugar packed sector - and we even talk about a lawsuit from Lotus bakeries... which Holies won...As always thanks to our fantastic sponsor ⁠Mission Kitchen!⁠If you're a chef, baker of food brand looking to grow, then head on over to book a tour at their site in Nine Elms, London today.Also if you want to build a brand consumers love, you NEED to speak with my incredible new sponsor ⁠Against Ordinary⁠ - the masterminds behind my gorgeous new rebrand.They also have a 5-Minute Brand Test to help you uncover what’s working, what’s holding you back, and where your untapped potential lies. Give the ⁠Brand Scorecard⁠ a go today!Check out the ever growing ⁠⁠Unfounders Song Selection ⁠⁠playlist on Spotify.... it's WILD.Ps - Have you got a guest you'd love to hear from? Submit a guest request form on our website ⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠.Intro by Free Flowin' from ⁠⁠⁠Uppbeat⁠⁠Music from #Uppbeat (free for Creators!):https://uppbeat.io/t/hey-pluto/nod-your-headChapters00:00: Meet Bina Edwards and Holies09:08: Finding the Right Opportunity and Team Dynamics14:14: Lessons from Liquid Death and Brand Perception25:59: Marketing Strategies: Startups vs. Established Brands36:48: Legal Challenges and Brand Integrity37:55: Final Thoughts and Future Directions42:04: The Future of Holies and Market Expansion

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