{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Brand Growth Heroes","title":"The Turmeric Co. | Premier League Coaching in Brand Growth with Thomas Hal Robson-Kanu","html":"","width":"100%","height":180,"duration":2113,"description":"What if the biggest opportunity for your consumer brand wasn't actually in the category you're competing in?\n In this episode of Brand Growth Heroes, I'm joined by former Premier League and international footballer Thomas Hal Robson-Kanu, founder of The Turmeric Co., to explore how he's building a functional wellness brand with ambitions that go far beyond the increasingly crowded wellness shot category. Thomas shares the extraordinary personal story behind the business, the proprietary blend developed with his father, and why he believes the future of functional food and drink could be much bigger than most of us imagine.\nThe Turmeric Co. has become a substantial challenger brand, with Thomas reporting more than 20,000 customer testimonials describing life-changing experiences and estimating that the business sells a shot approximately every six seconds. But what I found particularly interesting was how differently Thomas thinks about brand growth, consumer health, competition and the opportunity ahead. We talk about his vision for food as medicine, the importance of clinical research and consumer education, and the leadership lessons he's brought from elite professional football into building a scaling CPG business. It's a conversation that challenged me to think beyond the supermarket shelf and reconsider how we define the categories our brands operate in.\nWhat You'll Learn\nWhy The Turmeric Co. doesn't define its competition as other wellness shots — and what that means for brand positioning and category strategy.\nHow a personal health experience became the foundation of a consumer brand, built around a proprietary blend of functional ingredients.\nWhy customer testimonials, scientific research and consumer education matter when building credibility in the crowded functional wellness market.\nHow Thomas is preparing the business for a much bigger shift in consumer behaviour, rather than focusing exclusively on immediate growth.\nWhat elite professional football...","thumbnail_url":"https://img.transistorcdn.com/0ozOtqRzcBWmBZEqvRDok1E7iKs6EmkwTVPod03PH6o/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS82YzI2/ODgyOTczYWUxZTg4/YmUxMzI3MzUxMGM5/NmExOC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}