Starting and growing a food or drink brand or creating a new product is exciting, bold — and let’s be honest — completely overwhelming at times. As the food founder, food business owner or product manager, you have to juggle a huge variety of roles and responsibilities, often with limited resources and time. How can you get to grips with your to-do list?
Let’s take a closer look at some of the key areas of the food founders to-do list.
1. Make the product taste terrific
At the heart of any successful food or drink brand is a product that people love to eat or drink. No matter how good the claims, novelty or nutrition, taste can be an afterthought. Your product has to be great. That means going through multiple rounds of consumer testing, getting honest feedback, and being open to refining your recipe or process.
2. Create a brand that stands out and gets noticed
In a competitive market, great taste isn’t enough – you also need to look the part. Your brand needs to be instantly recognisable, emotionally resonant, and visually striking. This includes your logo, packaging, tone of voice, and overall identity. A strong brand doesn’t just look good — it communicates what you stand for, why you matter and why people should buy, in a matter of seconds.
3. Help people understand why they have to buy it
Consumers are faced with endless choices. Why should they choose your product over someone else’s? This is where your messaging, positioning, and storytelling come in. You need to clearly communicate the value, benefits, and unique selling points of your product in a way that resonates with your ideal customer. If you’re not answering “What’s in it for me?” within a few seconds, you’re losing attention—and potential sales.
4. Find a manufacturer to make it for you
Scaling beyond your kitchen or small-batch setup is a big leap. Finding the right manufacturing partner (also known as a co-packer) who understands your product, shares your quality standards, and has the capacity to grow with you is crucial. It’s not just about cost per unit, it’s about reliability, food safety, flexibility, and long-term fit.
5. Hit the right price point
Pricing is a delicate balance. Set it too low, and you might not cover your costs or be taken seriously as a premium brand. Set it too high, and you risk scaring off customers or retailers. You’ll need to account for raw materials, production, packaging, distribution, retailer margins, and still leave enough room for profit so you can keep growing. Smart pricing is strategic, not guesswork.
6. Build a tribe of enthusiastic and loyal consumers
Successful brands aren’t just bought—they’re loved. You want people who not only buy your product, but talk about it, post about it, and bring their friends along too. That means investing in community-building, storytelling, and two-way communication. Whether it’s through social media, sampling, winning awards, brand collaborations or email marketing, the goal is connection, not just conversion.
7. Get out to shows and events
Face-to-face engagement still matters. Shows, markets, and industry events are powerful opportunities to get direct feedback, meet buyers, test pricing and messaging, build relationships, and sell product. They can be exhausting, but if you approach them strategically, they can also be a game-changer.
8. Meet buyers and get stocked by retailers
Getting on shelves is often seen as the big milestone for a food founder — but, in reality, it’s just the beginning. Meeting with buyers requires preparation, confidence, and a clear understanding of what they’re looking for. You’ll need a great pitch, solid data, and the ability to show that you understand how your product fits into their category.
9. Make sure your product sells through quickly enough
Getting stocked is one thing, selling through is what really matters. Retailers need to see products moving, not sitting on shelves. That means supporting your listings with marketing, promotions, in-store activity, and social proof. It’s your job to drive demand and help the retailer see you as a valuable, growth-driving brand they want to keep.
So, What Should a Food Founder Do First?
This is the big question I hear all the time. And the answer is: it depends on where you are right now. Every founder’s journey is different. What’s critical is that you don’t try to do everything at once.
You need to take a step back, look at the big picture, and ask:
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Where is my business really at right now?
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What are the next few actions that will have the biggest impact?
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What can I park until later?
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What should I do myself, and where would expert, coaching and support help move things forward faster?
Sometimes, you just need to pause, breathe, and focus. Other times, it’s about getting hands-on support to tackle the right priorities so you can move forward with clarity and momentum.
Need a Hand?
If you’re a food or drink founder who wants practical, outcome-focused help from someone who’s spent the past 15 years supporting brands just like yours. I’d love to chat about your product(s), your business and your objectives – get in touch to take the next step.