From DIY to £10M by 2027: ManiLife The 'World's BEST Peanut Butter'

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In this latest Brand Growth Heroes episode, host Fiona Fitz chats with Stu MacDonald, founder of what's said to be the world's BEST peanut butter... ManiLife.

After years of crossing paths, they finally get to dive deep into Stu’s story—from hand-blending peanut butter in a rugby club kitchen to scaling up and running his own factory.

Stu opens up about the pressures of growth, the realities of burnout, and the difficult decision to step back from running the business in order to help it thrive in a new way.

As well as some REALLY honest, deep and raw stuff from Stu about a period of burnout, you'll hear about:

• The surprising accident that led to Deep Roast Peanut Butter
• Why 44% of peanut butter sales now come from bulk tubs
• The mindset shift from being a founder who runs the business to one who supports its growth in a different role
• The impact of having the right team and how it changes everything

We hope you enjoy one of the most raw and real conversations we've had on the show to date!

Useful Links:

ManiLife website

Stu Macdonald LinkedIn

ManiLife LinkedIn

ManiLife Instagram

ManiLife FB

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Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm

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If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.

But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.

And that starts with the right legal partner.

So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.

With long term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.

Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place...so thanks Joelson - we’re delighted to have you on board.

If you'd like to get in touch to find out more, why don't you drop them a line on hello@joelsonlaw.com!

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A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?

This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.

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.

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!

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