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How to launch a food product

Guardian Masterclasses

Sunday, June 8, 2014 from 10:00 AM to 4:00 PM (BST)

London, United Kingdom

How to launch a food product

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How to launch a food product Ended £99.00 £0.00
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Event Details

Learn everything you need to know to get your product from the Sunday market to the supermarket

You've already proved that your hot cakes can sell, now it's time to get them in front of the mass market's nose. This intensive all-day course explores everything you need to know about breaking a food brand nationally, including the economies (and inconveniences) of scaling up your operation and the best ways to approach major retailers.

You'll receive advice and inspiration aplenty from our panel of experts including Jim Cregan (founder of Jimmy's Iced Coffee) and Martha Swift (co-founder of Primrose Bakery) who between them have bagged shelf space with the likes of Waitrose, Sainsbury, Marks & Spencer, Ocado, Harvey Nichols and Selfridges.

Course content

  • First steps that no one teaches you
  • From the kitchen table to supermarket shelves
  • How to gain stockists
  • Going to market – working with retailers
  • Cross marketing
  • Finding a Mentor
  • Pitfalls to look out for
  • Evidence based thinking and planning
  • Strategies for positioning your product
  • Improve chances of listing success
  • Staying positive after knock-backs

This course is for you if...

You've launched (or a close to launching) a food business or product, either locally or online, and want to know how to get it onto the shelves of major stores and national chains.

Speaker profiles

Jim Cregan went to Oz after getting sick and tired of UK Winters. During his time there, he found the phenomenon of ready to drink Iced Coffee. After coming home to the UK, he realised that nobody made anything close to what he had on his travels and decided to make his own. He teamed up with his sister, Sooz, to found Jimmy's Iced Coffee, and in November 2010 and sold their first products on the shelves of Selfridges in April 2011. Since the launch, they've gained listings with WHSmith Travel, Waitrose, Budgens, some lovely independents, Welcome Break and Ocado.

Martha Swift co-founded Primrose Bakery in October 2004 having started out baking for children's parties, but quickly noticed how well the cupcakes went down with adults! Now nine years on there are two shops - one in Primrose Hill and one in Covent Garden, plus two cookbooks (a third on its way) and an App. "It gives us a huge sense of satisfaction to see people queuing out into the street on a Saturday afternoon, waiting to buy our cakes - there is no better feeling than this, to see that people really do want to buy and eat what we have made."

Full course and returns information on the Masterclasses website


Have questions about How to launch a food product? Contact Guardian Masterclasses

When & Where


The Guardian
Kings Place
90 York Way
N1 9GU London
United Kingdom

Sunday, June 8, 2014 from 10:00 AM to 4:00 PM (BST)


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Guardian Masterclasses

Welcome to Guardian masterclasses – a unique programme of learning embedded within one of the world's most forward-thinking media organisations.

Masterclasses offer a broad range of short and long courses across a variety of disciplines from creative writing, journalism, photography and design, film and digital media, music and cultural appreciation.

Harnessing the expertise and specialisms within the organisation, our courses are led by first class and award winning guardian professionals whilst also drawing on the skills and expertise of other leading figures at the forefront of the creative and digital industries.

The programme is aimed at anyone interested in personal or professional development whether that be refining your skills, focusing your ambition or simply broadening your mind and gaining inspiration.

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