From FMCG to Small Business: Nadine Maggi's Journey with Sweet Freedom

This week my guest is Nadine Maggi, managing director of Sweet Freedom-a brand known for creating healthier food products. Sweet Freedom began in 2009 with two women on a mission to tackle the harms of refined sugar. Their first product, an innovative fruit syrup made with apples and carob, kickstarted the brand's success and led to a range of healthier products now found in major supermarkets.
If you're working on your own product, this episode is packed with practical advice. Nadine breaks down the long but rewarding journey of getting products into stores, how to highlight what makes your product stand out, and why accelerator programs can be game-changers. She also dives into how to connect with consumers by telling a compelling story and showcasing health benefits in ways that resonate with today’s shoppers.
There are also some great tips on building resilience, creating a strong team culture, and spotting trends to design products that meet real needs.
USEFUL RESOURCES
Sweet Freedom Website (sweetfreedom.c...)
Sweet Freedom Instagram ( / sweetfreedomuk )
Sweet Freedom Facebook ( / sweetfreedomuk )
Nadine Maggi Linked in ( / nadinemaggi )
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