TomorrowBrands

Managing partner of a new consultancy helping the global brands of tomorrow launch in the UK.

Brand & marketing strategy lead.

Managing Partner

Ruth Fittock ltd

I help ambitious FMCG brands launch and scale
Specialising in food & drink and brands doing better- health & wellbeing, sustainable, ethical 

🚀 Everything you need to launch in the UK (for international brands)- market orientation, brand positioning, comms, launch plans, recommended partners  
💥 Brand and marketing strategy for start ups on a fractional or project basis 
✨ Monthly advisory for small brands, including current team upskilling  
💁🏼‍♀️ Fractional support with specific projects or times of year (new listings, brand planning, rebrands)

Freelance Marketing Consultant

Virgin StartUp

Mentoring founders right at the start of their journey, providing insight and guidance on all things brand and marketing.  

Focussed on helping mentees to build brilliant brand basics

Startup Mentor

Simply Roasted 

Launching the game changing, HFSS compliant Simply Roasted crisps in the UK. 

👀 Pre-launch- Developed all elements of the brand from brand positioning, look & feel to personality and key messaging 
🚀 Launch planning- marketing strategy, retailer sell ins, building a dream team 
💫 Industry recognised- winners of The Grocer new product award in crisps and the Top Launch award
📈 Fastest growing snack brand in the UK, top new snack brand 2022

Focussed on developing and growing the team, marketing and brand strategy and building the next big thing in FMCG 💪🏻

Marketing Director

Pilot Lite

Marketing lead for all food & beverage ventures with Pilot Lite Ventures.

Worked on a UK brand positioning, packaging design and launch strategy for The Simple Root, a range of plant-based sauces and dips.

Marketing Director, F&B ventures 

popchips

One of the founding team members: helped shaped the launch strategy and company culture, established and grew UK marketing team, established brand personality and tone of voice for UK market, lead innovation strategy and implementation 

Responsibilities include- 

Brand comms-  responsible for creative 360-degree marketing programme to build popchips position as a premium leading better-for-you brand, whilst highlighting the fun brand personality and challenger brand positioning.  Oversight of PR, field and digital strategy. 

Innovation- set up UK innovation strategy and process, managed process end to end from ideation to consumer facing launch plans.

Brand management- research & insight, lead creative development with agencies, managed ATL campaigns and media buys. 

Culture- developed and maintained a positive company culture through rapid growth.  Responsible for articulating and communicating brand vision and values.

Senior Marketing Manager

A Little Bird

Strategic and creative lead for VITAMINWATER experiential marketing

Connecting directly with consumers across environments- from fields at festivals to university campuses, interrupting influencers with on street guerrilla activity and shoppers at point of purchase, balancing target consumer reach with the support of key retailers.

Creative & strategic lead- Responsible for all elements of the campaign including strategy and planning and creative execution. 

People management- Management of field teams, implementation of systems, influencer relationships, implementing a student brand ambassador program and building and developing brand partnerships.  

Project management- Responsible for activation at festivals and events from Cannes Film Festival to key retailer events- from developing creative concepts, to negotiating brand experience and pouring rights contracts, overseeing pre event production and live onsite delivery.  

Additional brand experience & agency responsibilities- Creative input, management and delivery across multiple projects, campaign planning, client liaison and relationship development, and control of budgets.   Responsible for a range of projects including a festival sampling programme for Eat Natural and a brand conference up a mountain in Switzerland for Ballantine’s whisky.

Account Lead, VITAMINWATER

Experience Worldwide

Launched VITAMINWATER in the UK.  

Ran all field marketing activity including product placement and seeding, influencer engagement, festival activation, in store and guerrilla sampling and a university brand ambassador programme.

Account Manager

Hi, I'm Ruth, I’ve got nearly 20 years experience building the brands of tomorrow- from start-up to scale up, launch to acquisition, I've helped U.S brands enter the U.K market and grown brands here from scratch too. 

Some of the brands I've worked for: Popchips // Vitaminwater // Simply Roasted 

I specialise in challenger brands and am especially interested in BFY or sustainable brands and want to see more of these brands in the UK, which is why I've started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow succeed in new markets.  Starting here in the UK. 

Some of my skills: 
Brand strategy // Brand positioning //  Brand adaptation // tone of voice // messaging // marketing plans // adhoc marketing support 

Some recent career highlights:
🚀 Launching the fastest growing snack brand of 2022 (Simply Roasted)
🏆  Winning The Grocer's Top Launch campaign 2021
📰 Featured in The Grocer's 2023 top marketing campaigns 
🤳🏽 Went viral on TikTok 

I live in Brighton and when i'm not working I'm generally at my beach hut or in the sea 🌊

Some nice things people have said about me (for more check out my recommendations below)
'Ruth is a legend in the game' 
'Ridiculously talented & a pleasure to work alongside' 
'Creative, instinctive and honest'

I think this is kind of genius- U.S peanut butter brand One Trick Pony new packaging is upside down

Oil separation is an issue in natural peanut butter

This extra thick leak proof lid means it can be stored upside down

So flip the tub right side up for use and you get perfectly mixed PB 

The packaging is upside down 

I love it when a brand does something disruptive and you think 'why has this never be done before, it actually makes so much sense'

What do you reckon- genius or gimmick?

Ruth Fittock

Launching brands in the UK: Brand & Marketing // Podcast Host // Ex. Popchips, Vitaminwater

I don't normally come to London on Fridays (and look, no one else does either) BUT it's a special occasion today, as I'm hosting not one but two fireside chats for an Ocado Retail Roots event at Mission Kitchen

We'll be getting into all the highs and lows behind the successes of two mega brands- Biotiful Gut Health & ManiLife | B Corp™

I'm used to a podcast where I get to be in charge of the edit and no one can see if I fall over, today we're LIVE and IRL!  

If you're going to be there let me know in the comments, and be ready to give me a friendly smile  😊

Last week I had the privilege of hosting two fireside chats at the Ocado Retail Roots event at Mission Kitchen

It's hard when you are the one asking questions to fully take in the learnings (too busy thinking about the next question) but was fascinating to hear two very different takes on scaling a brand 

I did take onboard the NEED to buy ManiLife | B Corp™ limited edition Mince Pie butter, now available on Ocado, which I duly did (despite being v against christmas before Dec, this is worth making an exception for) 

Thank you to Natasha Bowes & Stu Macdonald for sharing their wisdom and the stories behind the success of Biotiful Gut Health & ManiLife | B Corp™

And to Mission Kitchen & Ocado Retail for having me!  

The atmosphere in the room was so great- so many great brands represented, both start ups and scale ups (or Roots & champions) it was a great reminder of what a friendly industry this is

Love a good collab 🤝

Especially when it leads to secondary space 

Grind | Certified B Corp x SURREAL looking pretty in pink, and with some excellent secondary displays in Whole Foods Market

Great visual synergy

Complimentary categories 

Works commercially too 

Both of these brands know the power of a good partnership & how they can... 

bring in opportunities to connect with new shoppers

show up in new usage occasions 

...and unlock more space in store 💥

When done well they become more than the sum of their parts 💪🏻

I'm going to be honest, the first time I tried Botivo Drinks | B corp I didn't love it

It was the second time, then the third when it started to grow on me, to actually get under my skin to the point where I'm now actually a bit obsessed with it, I've just ordered 2 bottles off the website, and wear their sunshine yellow socks on a dreary Autumn day

It's the closest thing for me to an actual cocktail- it's complex, unique, grown up, it feels like a treat- I take it to parties with me now (then make sure I take the rest of the bottle back home at the end of the night 😜)

I also LOVE the rich brand world they've built, cartoons, socks & all, so it was an absolute pleasure to have Imme Ermgassen & Sam Paget Steavenson on the TomorrowBrands podcast this week

We spoke about-

How a pleasure-first approach reframes non-alc

The importance of co-founder chemistry

Why launching with one SKU and making it iconic was a deliberate choice

Craft, chaos & chickens (you'll have to listen) 

Plus all the details of that rich brand world 

Link to listen in the comments, available wherever you get your podcasts 🎧

Is cottage cheese about to have it's moment here?

Back at the start of the year I made some predictions, one was that cottage cheese was going to become a 'thing' here

It's already a 'thing' in the U.S,  driven by good culture who have been doing an amazing job 

And it makes a lot of sense as it meets a fair few trends in the middle

✅ Source of Protein
✅ Live cultures- gut health continues to go mainstream 
✅ Minimally processed- non UPF, the pendulum is swinging back to full fat dairy 

Enter UK challenger @AlterEgo, with a very edgy brand positioning, who have now launched into Sainsbury's- can confirm is delicious 

(You can also make it into ice cream, though have had mixed results with this!)

What do you think, are we about to see a cottage cheese boom?

There are many great things about hosting a podcast, but probably top of the list is getting to learn myself from each and every guest that comes on.

So much so am sitting on an actual treasure trove of golden insights, that I'm going to start sharing every Friday for those among you that don't listen to the full episodes (but actually you absolutely should).

First up, some of the highlights from my chat with Brodie Meah founder of Top Cuvée

Lessons from Top Cuvee

What if being too polished is the thing holding your brand back?

In one of most popular episodes of series 3 so far, Brodie Meah from Top Cuvée talks about what it really means to be approachable - and why making people feel like insiders might be more powerful than obsessing over prestige.

Little snippet to whet your appetite

Don't miss out on the full episode- link in comments

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