Grenade founder Al Barratt returns in this re-cut episode on how he built one of the UK’s most successful challenger brands — and sold it to Mondelez/Cadbury in a deal that ultimately valued the business at over £600m.
Al breaks down the brutal reality behind big exits: invasive due diligence, trademark protection, global scalability, profit, team quality, and why most “hot” brands are built on smoke and mirrors. He also reveals how Grenade moved from sports nutrition into petrol stations, supermarkets and the chocolate fixture — taking on Mars, Snickers, Dairy Milk and Kinder Bueno by making protein bars feel like a mass-market food product, not a niche gym supplement.
A masterclass in challenger brand strategy, premium pricing, retail distribution, category disruption, and building a business that big companies actually want to buy.
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This episode was edited by: G.Thomas Craig (https://www.linkedin.com/in/gthomascraig/)
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