The retail performance playbook

Getting a first listing can feel like the finish line. But staying on shelf, and actually selling through it, is the part nobody really prepares you for.

Jen Woollford and Lottie Unwin have both spent their careers building and growing challenger FMCG brands, Jen after 16 years at Mars, Lottie as Head of Marketing across brands like Proper, Nix & Kix and Dr. Will's, so this isn't theory. These are real learnings, mapped to frameworks that work for getting brands onto shelf and keeping them there.

What's inside:‍

• A bottom-up framework for diagnosing why a listing isn't performing, including how to tell a proposition problem from a comms one, before you spend a cent fixing the wrong thing
• The commercial and regulatory rules that catch first-time UK suppliers out, from GSCOP to HFSS to packaging fees
• What "shelf-ready" actually means in practice: packaging, range, cash flow, and the buyer relationships that unlock distribution
• Where consumer testing fits at every stage, from first concept through to post-launch tracking

Who this is for:
FMCG brands who are already on shelf and not seeing the performance they expected, and those preparing to make the move from D2C into retail for the first time.

What you'll get:
A methodical way to work out what's actually wrong rather than guess, plus a practical checklist for what to get right, whichever stage you're at.