Phil Toms: Understanding Incrementality - Identifying The Strategies That Drive Genuine Growth!

In this episode, Anthony Carr sits down with Phil Toms, founder of See Round Corners, to explore what drives genuine, sustainable growth in today's FMCG landscape.

Drawing on leadership experience across British Meat, Cereal Partners UK, Charles Wells, and his own venture Sown & Grown, Phil shares practical insights into building brands, driving commercial performance and making better business decisions.

Together they discuss:

Why stronger alignment between sales and marketing creates better commercial outcomes.
How understanding incrementality helps businesses identify genuine sources of growth.
Why unlocking existing brand assets can often deliver greater value than constantly chasing the next new idea.
What retailers are really looking for from their supplier partners.
Why spending time in-store remains one of the most valuable ways to understand shoppers and customers.
How trends such as GLP-1, AI and changing consumer behaviours are reshaping the food and drink industry.

Phil also shares the thinking behind See Round Corners, discussing how an external perspective, combined with commercial experience and strategic thinking, can help businesses uncover opportunities, overcome blind spots and accelerate sustainable growth.

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