In the latest episode of Brand Growth Heroes, Fiona Fitz sits down with Craig Allen, the founder of Gold Standard Nutrition (GSN), who joins us from Selby, York. GSN has become a standout brand for its high-quality, healthy, and convenient frozen meals that taste amazing!

At just 21, Craig launched GSN with a bold vision, growing it into a multi-million-pound business—all without any external funding.

The idea for GSN was born 12 years ago during a family outing to a local Chinese restaurant with his Dad. That “light bulb” moment set Craig on a pathway to create a brand that thrives today as a case study in profitability, brand growth, and focused strategy.

In this episode, Craig shares the triumphs and challenges of his entrepreneurial journey, highlighting how staying true to his vision and focusing on overlooked market opportunities propelled his success. Enjoy!

Useful Links:

• Craig Allen LinkedIn
• GSN website
• GSN Facebook
• GSN Instagram

Key Takeaways

Spotting a Market Opportunity

• Craig reveals how he identified a gap in the high-protein, healthy frozen meals market and turned it into a thriving business.

The Bootstrapping Journey

• Building GSN without external funding wasn’t easy. Craig discusses the challenges and rewards of starting and scaling a business from scratch.

Hard Lessons in Business

• An early hurdle forced Craig to downsize his team, teaching him valuable lessons about thoughtful growth, self-belief, and sound financial planning.
• Cash flow management became a critical takeaway after hard-won experiences.

Staying Focused in Entrepreneurship

• Craig’s journey underscores the importance of adaptability, clarity of vision, and self-belief, even when navigating competitive pressures.

The “Where-to-Play” Strategy

• GSN thrives by serving underserved markets—like police stations, gyms, and universities—rather than competing directly in crowded grocery aisles. This strategic focus has been a cornerstone of the brand’s growth and scalability.

Responding to Market Needs

• GSN’s rebrand from Goldstein Nutrition to GSN reflects a strategic pivot to resonate with mainstream audiences. This move expanded its appeal beyond bodybuilders, championing an inclusive vision for healthy eating.

Looking Ahead: GSN’s Future Growth Potential

• Craig’s commitment to “doing things properly” underpins the brand’s success, and he shares exciting plans for the next phase of GSN’s journey.

If this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!

You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.

The Brand Growth Heroes Mini MBA Powered by Alantra has opened (Jan 6th) - apply here!

Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.

Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS

In this latest episode of Brand Growth Heroes, we’re over the moon (as always) to welcome back one of our favourite guests, Ben Greensmith, Country Manager for the UK and Ireland of Tony’s Chocolonely.

Since we last chatted to Ben on the show, Tony’s Chocolonely has not only achieved impressive sales growth in the UK but has also made remarkable strides in driving positive change within the cocoa industry.

In this episode, Ben and Fiona dive deep into the progress Tony’s Chocolonely has made, covering:

• Their growth and performance and market share in the UK
• Exciting new product launches and brand innovations
• But most importantly, the impact of Tony’s Open Chain on the Cocoa industry.

We also discuss the brand’s unique approach to marketing, including:

• The learnings from their Advent Calendar launch
• The UK Sweet Solutions campaign that captured media attention
• Balancing awareness of critical cocoa supply chain issues with Tony’s playful tone of voice—all while reminding consumers just how delicious their chocolate tastes
• What’s happening next?

Useful Links:

• Tony’s Chocolonely Website
• Tony's Chocolonely LinkedIn
• Ben Greensmith LinkedIn
• Follow Tony’s Chocolonely on Instagram
• Follow Tony’s Chocolonely on Facebook

If this episode inspires you to think about new ways to drive business growth, don't forget to click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review!

You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated.

If you find Brand Growth Heroes episodes useful, then imagine spending 12 weeks on a Mini MBA programme run by host Fiona Fitz: The Brand Growth Heroes Mini MBA 2025 powered by Alantra will be open for applications on January 6th.

Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!

Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.

Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

In this latest episode, we’re diving into the remarkable story of Scott Davies, the visionary Welsh founder of Hilltop Honey. From an early career as a bricklayer and coal yard worker to building a £50M business (number two in the market) and designing and building his own 55,000 square foot factory, Scott’s story is a testament to resilience, innovation, and an unyielding passion for bees and business!

Scott takes us behind the scenes of Hilltop Honey’s unlikely start and rise to success, sharing his experiences and the strategies that have helped him overcome challenges and achieve incredible growth. It's packed with inspiration for founders, dreamers, and anyone looking to turn adversity into opportunity. If you are interested in understanding what it takes to grow and lead a business of this size, then this is an episode for you.

By the way, if you're listening to this on Spotify, you'll find a place where it says ASK A QUESTION. You can ask Fiona Fitz a question, and she will be able to answer you. So, if you have any questions about this episode or anything you thought helpful, please let Fiona know!

Useful links:

Hilltop Honey Website

Scott Davies LinkedIn

Instagram

Facebook

AND ... if this episode inspires you to think about new ways to drive business growth, PLEASE click FOLLOW or SUBSCRIBE and leave a review. You don't want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth. Plus, your small gesture will be truly appreciated

Please don't hesitate to join our Brand Growth Heroes community to keep learning from the founders of challenger brands who are thinking differently about growth:
Follow us across our BGH socials: LinkedIn, Facebook, Instagram and X.

Sign up for the latest news and information on the

Brand Growth Heroes Mini MBA here.

Thanks to my Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.