Helping you build better products.

Twenty years of building products people actually want to eat, drink and live with — from first consumer insight through formulation and testing to launch.

Whether that's something new, something that needs improving, or working out what your range should look like in three years. I work across food, drink and petcare — from early insight through to what ends up on the shelf and in people's lives.

The products that stick are the ones built around how people actually experience them. That's where I start.

I've spent twenty years doing this across major FMCG brands and in businesses I built myself. I now work independently.

My experience includes work with PepsiCo, Mondelēz, Mars, Royal Canin, Unilever, Kellogg's, Green & Black's and M&S — across innovation, renovation, product development and range strategy.

About

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The best products start and end with real human experience — what people taste, hold, cook with and live with.

Twenty years across food, beverage and FMCG, in-house and consulting. I've founded and exited food businesses, cooked to a Masterchef final, and written about food and travel for GQ, the Evening Standard and The Week. I use AI and technology heavily in how I work; it makes the process faster and sharper, never less human.

I work directly with founders, marketing and NPD teams. Also a dog owner, which is how I ended up knowing more about pet food than expected.