Emma & Kenny I Hip Pop: How to disrupt the soft drinks sector

In today’s episode, I’m joined by Emma and Kenny, the co-founders of HipPop — a gut-friendly drinks brand that’s shaking up the soft drinks aisle. While many might have pigeonholed their product as just kombucha, Emma and Kenny have taken a bold and intentional route: positioning HipPop as a go-to soft drinks brand, not a wellness niche. We talk about what it takes to enter a new market, how branding beyond a product category can be a superpower, and why really listening to your customer is key. From humble beginnings in a farmhouse to securing shelf space in major retailers, their story is packed with practical insight for anyone launching into a crowded space. Emma & Kenny"s advice:Test your products locally, in small independent businessesPublicise your ingredients and the provenance of the productTry to work within a representative area of the UKLook for a gap in the marketIf you have a personal reason for setting up the brand, people will love to hear itAfter rigorous testing, and building a local reputation, move on to website and Facebook marketingGradually approach bigger retailers (you will have to be dogged - and original - in pursuing buyers)When you scale, bring in people to cover the skills you don’t haveAs you expand distribution, it’s important to build relationships with the new people you are dealing with; go slowly and patiently FF&M enables you to own your own PR & produces podcasts. Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.  FF&M recommends: LastPass the password-keeping site that syncs between devices.Google Workspace is brilliant for small businessesBuzzsprout podcast "how to" & hosting directoryCanva has proved invaluable for creating all the social media assets and audio bites. MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail Support the show