Sell more. Simply.
Helping underdog food & drink brands land listings, grow sales, and build buyer confidence, without the bullsh*t.
Trusted by underdogs
Hip Pop
“Working with Simon really helped me understand more about winning in retail and gave me the confidence to go out and succeed. I'd highly recommend working with Simon, he's someone who has been there and done it over and over again.”
— Matt, Head of Sales
Nowt Poncy Food Co
“As a straight-talking consultant, Simon can quickly establish the projects parameters and he’s able to ensure that the needs and wants of both parties are communicated in a logical and concise way. Make Simon your go to – you won’t regret it.”
— Jools Abel, Co-founder
CUZENA
“Working with Simon helped to simplify a lot of the sales process. He was able to provide me some accessibile tools and ways of working that made everything easier. His coaching helped me win new business almost straight away; working with him had a clear impact on our sales revenue.”
— Lewis, Head of Sales
Hi, I'm Simon
I help underdog food and drink brands come out mighty. Be it in buying meetings, in factories, or in their marketing.After 20 years in FMCG, I’ve seen every growth myth going. The truth is, selling and growth isn’t a dark art. It’s about clarity, consistency, and doing the simple things well.I’ve led brands like Grey Poupon, Proper Nutty, and Geo Watkins through growth and into major retailers. Now I help founders do the same, with tools, coaching, and hands-on support that actually moves the needle.
What are you after?
The Challenger Sales MBA
Sell smarter. Win faster. Stay in control.You’ve built a great product. You’ve poured your heart into it.
But when it comes to selling — to buyers, distributors, investors — it still feels like guesswork.You send the emails. You make the calls.
And half the time, it’s met with silence.You’re not alone.
Most founders were never taught how to sell. They learned the hard way — through trial, error, and a lot of wasted time.This is where The Challenger Sales MBA comes in.
A no-BS toolkit that gives you everything you need to pitch, plan, and negotiate like a pro — without hiring one.
What you get
→ Sales Plan
A simple, repeatable system that keeps you focused and profitable.
No spreadsheets for the sake of it. Just the numbers and levers that actually matter.→ Sell-In Story
Learn how to tell your brand’s story in a way buyers can’t ignore.
It’s not about your passion — it’s about what your product does for their shelf.→ Negotiation Tactics
How to hold your ground, protect your margins, and close the deal — confidently, calmly, and on your terms.PLUS:→ Objection-Handling Guide
The 10 most common buyer excuses — and exactly what to say when you hear them.→ Monthly Q&A Sessions
Join a community of founders who get it.
Ask questions, swap wins, and stay sharp long after you finish.
Finally, stop guessing and start walking into meetings knowing what to say.
Price
£349 for full access to all 3 courses + bonus tools(Or individually for £159 each)Lifetime access. Monthly Q&As included.
The Buyer Magnet Toolkit
Build your pitch. Land the meeting.
Get your brand buyer-ready — and in the room.
Turn your pitch, emails, and sample boxes into magnets for retail buyers who actually reply. No more guessing, no more ghosting, no more wasted decks. Just the system that gets meetings.
What you get
📣 Cold Email Template
Open doors fast with buyer-ready emails that actually get replies.💸 Tailored Sell Sheet
Show your brand’s value in one clean, persuasive page buyers love to skim.📦 Sample Box Plan
Send something unforgettable. Creative, affordable ideas that make your product impossible to ignore.🦍 Guerrilla Concept
A bold, attention-grabbing idea that gets your product noticed and meetings booked.🤙 30-Minute Strategy Call (Add on)
Get personal feedback before you pitch — sharpen your story and boost your hit rate.
Worth: £2,500+Your price: £995
No meeting in 3 months? I’ll redo it free.
That’s how confident I am it works.
Want me to do it for you?Add Full Sell-In Delivery and I’ll handle outreach, follow-ups, and sample shipping. £2,995 total (includes everything above + done-for-you execution).
Underdogs I've backed
Proper Nutty
A brilliant Yorkshire brand with heart, just needing direction. I reshaped how Proper Nutty showed up, refining their operations, positioning, and focus, so they could grow on their own terms.
Geo Watkins
We overhauled strategy, structure, and story to reignite its relevance. Turning a heritage label into a fast-moving challenger that quadrupled sales in two years through new business and rate of sale growth.
Grey Poupon
Once overlooked on shelf, one of the UK’s Top 5 condiment brands (The Grocer, 2024). We grew sales from £200k to £1.6M in 3 years through brand repositioning, new business (+4000 distribution points) and rate of sale growth.
Fractional Commercial Leadership
For the brands ready to break through but still fighting for space.I step in as a part-time Commercial Lead. I'll help you tighten your strategy, drive new business, and build lasting retailer relationships. You'll get board-level thinking, hands-on doing, and drool-worthy results you'll want to bark about.Because every underdog deserves to come out mighty.
Sell smarter every Monday
Quick, practical ideas to help challenger brands grow sales.
No fluff. Ever.
No spam. Just straight-talking sales wisdom.
Say hello.
Whether you need help landing your next buyer meeting or want to sharpen your sales strategy, let’s talk.No faff. Just a straight conversation about what’s working and what isn’t.
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