From the top Fred Heritage · 11 May 2017
Unusual startup advice from Ella’s Kitchen founder Think like toddlers
Paul Lindley founded Ella’s Kitchen more than a decade ago, and his company has now surpassed the likes of Cow & Gate and Heinz to become one of the biggest names in baby food. The entrepreneur spoke exclusively to Business Advice on the eve of the launch of his first business book. In 2006, Paul Lindley had a brainwave. He realised there was a gap for a different type of baby food one that hailed the nutritional value and responsible sourcing of the product just as highly as the taste. Hed become a father for the first time a few years before and was shocked at how few baby foods on the market then seemed to offer kids proper, natural nutrition. He named Ella’s Kitchen after his daughter, Ella now a teenager and today the brand boasts a 30 per cent UK market share and sells hundreds of products in more than 40 countries. His idea managed to revolutionise the baby food sector, something Lindley confessed has all been the result of good branding. I spent a long time working out what Ella’s Kitchen stood for, and worked that into what the product looked like, said Lindley. I landed on a mission statement to improve children’s lives by helping them develop healthier relationships with food, and knew the only way to do that was to create products that appealed to children. Striking a different tone, Ella’s Kitchen goes for bright, primary colouring and packaging designs to catch the eye of even the youngest customers. Meanwhile, rival brands typically make products with unassuming packaging and ‘safe? colours, like browns or pastels. if the brand had failed back then I knew I would have felt better than if I hadnt tried, Lindley admitted. I was certain that eventually, someone would have launched children’s food products that were more fun, so why shouldnt I do it Guaranteeing your products stand out from the crowd to such a degree may seem like too great a risk for many entrepreneurs, especially those in the highly competitive food industry, but for Lindley, there was no other option. Hed already realised that to build a successful kid’s brand, being childlike in attitude? would have to be central to his business model. Lindley’s philosophy came from career experience. Prior to launching Ella’s Kitchen, the entrepreneur had built a career at kids? TV network Nickelodeon, rising through the ranks to become its deputy managing director in the UK. Hed therefore sat in hundreds of focus groups, hearing the views of thousands of children, about their likes and their dislikes, before going it alone with his own business. It really helped me to understand children and how to build a brand around them, the entrepreneur said of his Nickelodeon days.
ABOUT THE EXPERTFred Heritage
Fred Heritage was previously deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London.