Tribe is the UK's leading plant-based performance brand, offering a range of bars, active oats and shakes that are super tasty and appeal to more than just serious fitness fanatics. Fiona speaks to founders Tom Stancliffe and Rob Martineau about what community really means, their obsession with product quality and NPD, and their new partnership with the UK anti-slavery commisionner, Stronger Together.
Show Notes
Tribe is the UK's leading plant-based performance brand, offering a range of bars, active oats and shakes that are super tasty and appeal to more than just serious fitness fanatics.
But more importantly, Tribe is an *Impact* organisation that began in 2013 with a community long-distance 'Run for Love' to set up the first home for trafficked children in the UK. The product range was launched only after the community had already found a life of it's own, and sales gained serious traction at the beginning of lockdown. With the brand doubling in size, it's now about to hit £6 million in retail sales value at the end of this year.
Tribe really is more than your average challenger brand. It's an ecosystem that includes their food business + their charitable organisation 'The Tribe Freedom Foundation' + the active community the founders have built since their very first run for love in 2013.
I think Tribe has all the makings of a future mega-brand. Why?
- It appeals to a potentially very large market of active people who want to enjoy their food, while making modern choices around nutrition, and ensuring their choices also help people & planet.
- It shows up with a clear and consistent point of view. It started with a social mission, ergo the mission at the centre of the brand is authentic.
- It's visually appealing and has lots of stand-out on-shelf in the categories it's in.
- It's a cross-category brand with a consistent value proposition.
- It's plant-based....but delicious.
This is one to watch.
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Creators & Guests
Gyp
Head of Production & Sound
What is Brand Growth Heroes?
Brand Growth Heroes is the leading FMCG business podcast and ranks in the Top 1.5% of all podcasts globally. Food & Bev brand 'lifer' Fiona Fitz chats with the founders of wildly successful consumer brands driving transformational growth in their categories, and finds out just how they do it!
This new series is supported by our partner Strong Roots: Good for you, Good for the planet, Good Made Easy.