Tribe: Mission & Community at the Core. Delicious too.

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Manage episode 305653637 series 2538341
By Fiona Fitz of Fiona Fitz Consulting. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

Tribe is the UK's leading plant-based performance brand, offering a range of bars, active oats and shakes that are super tasty and appeal to more than just serious fitness fanatics.

But more importantly, Tribe is an *Impact* organisation that began in 2013 with a community long-distance 'Run for Love' to set up the first home for trafficked children in the UK. The product range was launched only after the community had already found a life of it's own, and sales gained serious traction at the beginning of lockdown. With the brand doubling in size, it's now about to hit £6 million in retail sales value at the end of this year.

Tribe really is more than your average challenger brand. It's an ecosystem that includes their food business + their charitable organisation 'The Tribe Freedom Foundation' + the active community the founders have built since their very first run for love in 2013.

I think Tribe has all the makings of a future mega-brand. Why?
- It appeals to a potentially very large market of active people who want to enjoy their food, while making modern choices around nutrition, and ensuring their choices also help people & planet.
- It shows up with a clear and consistent point of view. It started with a social mission, ergo the mission at the centre of the brand is authentic.
- It's visually appealing and has lots of stand-out on-shelf in the categories it's in.
- It's a cross-category brand with a consistent value proposition.
- It's plant-based....but delicious.

This is one to watch.

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42 episodes