On the up Fred Heritage · 19 August 2016
Monty Bojangles: The premium chocolate truffles shaking up British confectionery
Business Advice spoke to Andrew Newlands, owner of high-end confectionery brand Monty Bojangles, about accelerated startup growth, beating the competition and knowing when to ask for help. (1) Who are you and what’s your business? Im Andrew Newlands, managing director and co-founder of Honeycomb Project Management Ltd. and The Monty Bojangles company. (2) How long have you been around for?? I started in business 16 years ago. (3) How do you make money?? We source, develop and market confectionery under our brands or under the private label of customers. Maintaining high standards our, process begins with expert research, sensitivity to trends and shopper awareness, and ambitious forward market wide projection. This informs and directs our sourcing and product development tracks, and guarantees our finished confectionery creations are relevant and exciting, in high demand and of top quality. The products are then carefully marketed to achieve maximum exposure, impact and momentum. (4)?What makes you different and why should people take notice? The culture of Honeycomb is one of optimistic indomitability. We have always punched above our weight, and have always been a successful challenger. The business has been faced with competition from enormous brands and private label domination each time, weve confronted this competition, and despite their efforts we have not been rolled over. We have broken into one of the most competitive, maturely developed and saturated markets in the land and have thrived in doing so. (5) What was key in terms of getting started? Hard work and a will to win. It is simply imperative that you are prepared to do more than the competition. Everything you plan, produce and deliver, every act, utterance and presentation, all experiences others have of you need to be brighter, faster, more intelligent and more considered than the competition. You have to want it more than them. They will have more money than you, more resources than you. They will have a better position that you, more exposure to key business drivers than you. The battlefield for your victory needs to be selected as one you can compete on from day one make it that of sheer grit and personal commitment. Never leave a room when there is any risk that you, or what you have said, will be forgotten. (6) What’s your biggest achievement to date?? Buying our key competitor in 2015. (7) What setbacks have you had along the way? Prior to our rebranding we lost a key listing in Waitrose to the competitor we purchased above. This lost us a foot hold in the premium primary grocer, an important customer of ours then, as well as naturally undermining our forward profitability at the time. (8) In five years? time, I will be?
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.