Growth Against the Odds: Launching a Premium Brand in an Entrenched Own Label Food Category.
In this episode, Rob Iles talks to Tom Horvath Neumann, Founder and Managing Director of Properoni, about the bold moves behind one of the most unexpected brand success stories over the last few years.
When Covid hit and their commodity foodservice business evaporated overnight, Tom and his team made a bold strategic move - launching a premium pepperoni brand in the middle of a supply crisis. Now with national distribution in Tesco and Ocado and celebrated by chefs and foodies alike, Properoni has gone from back-of-house ingredient to UK’s No 1 pepperoni brand.
This is a story of self-belief, resilience, and smart brand building, why premium pepperoni was the right bet, how Properoni captured consumer imagination, and what it means to pursue growth when the rulebook no longer applies.
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