Pour a cuppa. Give yourself five minutes. This is not another “year in review” piece. It is a look inside the thinking of UK food founders who have already been through the hard stuff this year and are now quietly asking better questions about what comes next.
They have had wins.
They have hit friction.
They have learned where the cracks really are.
And next year, they are not interested in just keeping the plates spinning. They want the business to move properly forward.
Real talk from founders who are scaling
Image courtesy of timeandleisure.co.uk
Camilla Blench, Co‑founder of Rude Health
“Only Waitrose stood by us.” Camilla Blench on early distribution struggles.
Camilla has recently navigated an acquisition phase. With growth behind her, the focus has shifted to something many founders only notice once momentum hits.
What went well
Securing shelf listings. Growing brand recognition. Scaling exports.
What surprised us
Packaging that was once “good enough” suddenly was not. Visual consistency, finish, and quality started to slow progress rather than support it.
What we’ll fix next year
Unifying packaging formats across markets. Auditing print suppliers. Reducing variation in materials and finishes.
Her takeaway is simple. When growth comes, packaging stops being cosmetic. It becomes operational.
Image courtesy of sharonnoonan.com
Mairead Finnegan, founder of Roll It
“Buyers always look at packaging and dig deep into the story behind the business.” Mairead Finnegan
Mairead identified a clear gap in the frozen pastry category. The product delivered. The next challenge was whether the packaging matched the ambition.
What went well
Spotting a quality gap in a crowded category.
What changes next
Her realisation is one many founders share quietly. If you want buyers to take you seriously, your packaging needs to do some of the heavy lifting.
What we’ll fix next year
Bigger investment in pack design and print quality; ensuring the shelf presence aligns with our premium positioning.
The questions founders are finally asking
Once the noise of the year dies down, the same questions keep surfacing.
What actually kept me awake this year?
Supply chain pressure. Print inconsistencies. Pack launches that did not land as planned.
Write them down. Then circle the ones that are linked to packaging or print. Most founders are surprised how many are.
Is our packaging really ready for where we say we are going?
Both Camilla and Mairead admitted packaging became a bottleneck when growth accelerated.
Do a quick audit. Materials. Finish. Colour consistency. Formats. If you were a buyer, would this feel ready?
Does the pack communicate our brand promise in three seconds?
Buyers do not read decks. They scan shelves. Write your brand promise in one sentence. Then look at your pack. Does it deliver that message instantly?
What one packaging change would unlock progress next year?
Not a full rebrand. Not everything at once. One improvement. Fewer SKUs. Better finish. Cleaner stock management. Pick one and commit to it in Q1.
Why packaging is climbing the priority list
Founders told us the same thing repeatedly.
- Buyers are more critical than ever.
- Packaging now carries story, sustainability, and credibility.
- In many cases, packaging slowed growth more than the product itself.
That is the uncomfortable truth. And also the opportunity.
A simple next-12-months plan
If you want packaging and print to support growth rather than hold it back, keep it simple.
- Set one measurable packaging goal for the year.
- Audit your current formats, materials, and suppliers.
- Allocate budget properly, including design and print finish.
- Make sure your files, dielines, and suppliers are ready to scale.
- Review packaging every six months, not just at launch.
Founders who win next year will not just improve the product. They will upgrade the system around it.
They will fix the quiet issues before they become visible problems.
So here is a gentle nudge. Take a little time this month to look properly at your packaging, print, and brand readiness. The next 12 months may depend on it.
