Future of Nutrition Lunch & Learn​ | Hack the mass-market: Creating game-changing nutraceutical products

Future of Nutrition Lunch & Learn Agenda:

13:00 - 13:15 Welcome Lunch

13:15 - 13:20 Welcome Address

13:20 - 13:35 Expert Session | From Zero to £30M+ Sales in 3 years: How PerfectTed Went From Niche to Mainstream

PerfectTed’s rise has been nothing short of extraordinary. After winning investment offers from all five Dragons on Dragon’s Den, the brand became serial entrepreneur Steven Bartlett’s most successful investment to date—scaling from £0 to a £5M run rate in just 18 months.

With a bold vision and a product that challenges traditional energy drinks, PerfectTed has redefined the market, positioning matcha as a healthier, natural alternative for today’s consumers.

In this must-attend keynote, co-founder Teddie will reveal:

🔹 Redefining a Category – How to turn a niche ingredient into a mass-market success.

🔹 Lessons from Dragon’s Den – What it takes to win over investors and consumers.

🔹 Breaking Through the Noise – The power of branding, storytelling, and marketing in driving demand.

🔹 Scaling Smart – Balancing innovation with commercial viability for sustainable growth.

If you're serious about building a category-defining brand, scaling fast, and standing out in a crowded market, don’t miss this exclusive session with the founder behind one of the UK’s most exciting functional F&B startups.

Speaker: Teddie Levenfiche, Founder, PerfectTed

13:35 - 14:05 Panel Discussion | Lessons from the leaders: From nutraceutical niche to mass-market

The nutraceutical industry is changing rapidly, and if you’re not ahead of the curve, chances are you’re already behind. In an industry where consumer expectations, scientific and regulatory developments, and technologies are constantly evolving, innovating is an uphill battle for brands. Those that win all have one thing in common. They turn niche ideas into mass-market goldmines. They break down barriers and flip entire categories on their heads.

Bottled water used to be boring… until Liquid Death made it hardcore. Protein shakes were for bodybuilders… until Huel made them a lifestyle statement. Plant-based milk alternatives used to be a mystery… until Oatly made them mainstream. How did these brands do it? They understood exactly how to tap into unmet consumer needs, created gripping campaigns, and launched products that consumers resonated with on a deeper level.

Gone are the days of one-size-fits-all products’; today’s consumer seeks personalised products that align with their values and identity. Research from McKinsey shows that 71% of consumers expect personalisation from brands and 76% get frustrated when it doesn’t materialise.

In this powerhouse panel, industry leaders will break down the exact strategies behind today’s biggest category disruptors. They’ll explore techniques for identifying gaps in the market and exploiting niches, crafting brand stories that stick, and ensuring products are not just seen but remembered. The experts will also share their insights on the psychology of consumer behaviour, sensory neuroscience, and product development, discussing what drives consumers to try new products and keep them coming back for more.

Whether you’re building the next big thing in sports nutrition, women’s health, or functional food, don’t miss the opportunity to be inspired and uncover what it takes to make your product go from niche to mass market. Join us to learn how to hack the mass market and create groundbreaking products for nutraceutical consumers.

Speakers:

• Rick Miller, Associate Director, Specialised Nutrition, Mintel
• David Lemley, President & Head of Strategy, Retail Voodoo
• Dr Riccardo Accolla, Director of Innovation, Thimus
• Johan Hellmor, KHNI Subject Matter Expert - Targeted Nutrition, Kerry Health & Nutrition Institute

Moderator: Lucy Whittaker, Senior Content Producer, Vitafoods Europe

14:05 - 15:10 Interactive Activity | Build it, brand it, breakthrough

In this interactive workshop, participants will step into the role of innovators, working in teams to design a game-changing nutraceutical product fit for mass market dominance.

Guided by expert insights and real-world consumer personas, attendees will develop product concepts, brand positioning, and go-to-market strategies that align with evolving consumer needs.

Through collaborative group work, expert guidance, and live pitches, this session offers a unique opportunity to strengthen innovation capabilities, sharpen strategic thinking, and gain practical tools for building successful, consumer-centric nutraceutical products. Your next big business breakthrough starts here.

Speakers:

• Rick Miller, Associate Director, Specialised Nutrition, Mintel
• David Lemley, President, Head of Strategy, Retail Voodoo
• Lucy Whittaker, Senior Content Producer, Vitafoods Europe

15:10 - 15:30 Event wrap-up & open networking

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