Show notes
Most pet brands sell function. Denzel’s Dog Treats built its challenger brand around something very different: Happiness!! In this conversation, I speak with founders James and Nathan about how they spotted an emotional gap in the pet category and used brand strategy, packaging, product format and occasion-based innovation to turn dog treats into something much bigger than a functional purchase.And the commercial results are what make this such an interesting story for founders scaling consumer brands. A Valentine’s activation delivered around 15–17x the rate of sale of a normal promotion, with more than 60% of shoppers buying it having not previously bought from pet. Their advent calendar has become their bestselling SKU despite only being available for part of the year. We get into how seasonal innovation moved from “marketing stunt” to revenue channel, why they designed for grocery, hospitality and online from day one, and how becoming obsessive about the brand experience helped Denzel’s create genuinely incremental growth.Use code BGH25 for 25% off Denzel's NEW Advent Calendars from denzels.co.ukDetails below * https://www.denzels.co.uk/collections/shop-our-treats?srsltid=AfmBOorqeOYT4jb5u60GQa-AtYmjaba8MHZRynjaGkfn1vmkOy_DcN5A*Redeemable from www.denzels.co.uk only25% off Advent CalendarApplies to one-time purchasesNo minimum purchase requirementOne use per customerCan’t combine with other discountsEarly bird discount, active from 15 Sept to 22 Sept (23:59)What You’ll LearnHow James and Nathan identified an emotional white space in a category dominated by functional positioning.Why Denzel’s spent roughly 30–50% of its initial £25,000 startup loan on brand, design and packaging.How Valentine’s treats generated around 15–17x normal promotional rate of sale and attracted shoppers who had never previously bought from pet.Why seasonal NPD has evolved into an acquisition funnel that can ultimately drive shoppers into the core Denzel’s range.How to design products and formats around new channels and occasions rather than simply competing for space within your existing category.Key Topics DiscussedBuilding a pet brand around the “happiness exchange” between dogs and their ownersBorrowing inspiration from consumer brands such as BEAR rather than the existing pet categoryUsing Denzel himself as the central brand characterStarting the business with a £25,000 loanInvesting disproportionately in packaging and brand from day oneDesigning dog treats to work in grocery, cafés, pubs and onlineCreating selection boxes, Valentine’s treats, Easter products, birthday products and advent calendarsBringing a Tesco Valentine’s idea from conversation to delivery in only a few monthsDriving incremental category shoppers rather than simply stealing shareSelling more than 30,000 advent calendars through Denzel’s own website during an early launchBecoming a bestseller on Amazon at ChristmasBuilding specific hospitality products including peanut butter brownie, banana bread and pistachio cheesecake treatsOutselling a chocolate Florentine in Caffè NeroThe operational pain behind seasonal forecasting and manufacturingTurning seasonal innovation into a repeatable retail growth modelBuilding the UK blueprint before selectively expanding into EuropeWhy packaging has to do more of the selling in crowded grocery categoriesTargeting what Denzel’s calls “Gen Zennial pet parents”Useful links https://www.instagram.com/thedenzelstory/?hl=enhttps://www.denzels.co.uk/collections/shop-our-treats?srsltid=AfmBOorqeOYT4jb5u60GQa-AtYmjaba8MHZRynjaGkfn1vmkOy_DcN5ACommunity and review requestDid you get a nugget of value from this chat? If so, PLEASE share your thanks by hitting FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.AND by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves business podcasts - or anyone trying to work out how to build a sharper, more focused growth model±Join our community Instagram (https://www.instagram.com/brandgrowthheroes) LinkedIn https://www.linkedin.com/company/brand-growth-heroes/ Youtube (https://www.youtube.com/@brandgrowthheroes)Fiona Fitz runs lots of great programmes, courses and coaching sessions. Find out more here or contact her directly on Linkedin to find out about booking one of her advisory hours. https://www.brandgrowthheroes.com/mini-mba-2026https://www.linkedin.com/in/fionafitz/Are you a founder leaning in to the value that AI can unlock for your consumer branded business? Then join Fiona's NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.Sponsor*** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm ***If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today!Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners ([email protected] or https://joelsonlaw.com/contact/) - we highly recommend you take them up on it!CreditsThanks to our Sound Engineer Gyp Buggane at Ballagroove.com