Welcome to the Brand Growth Heroes Mini MBA powered by Alantra!

This new collaboration between Brand Growth Heroes and Alantra builds on the success of the Brand Growth Heroes Accelerator Programme, now in its fourth year.

This exclusive 10-week programme starting 29 April 2024 is designed for founders of scaling challenger consumer packaged goods brands (CPG) – whether that be in food, beverage, or any CPG category – who are looking to take their businesses to the next level.

Over 10 weeks, you will embark on an intensive and transformative learning journey that will equip you with the knowledge, skills, strategies and plan necessary to accelerate your brand’s growth.

The programme is delivered by CPG expert, Fiona Fitzpatrick. Fiona has worked with CGP blue chips like Nestlé and Premier Foods, and with challenger brands including Gü, Chobani, Strong Roots and Oddbox. She is the founder of Brand Growth Heroes Strategy Programme and Brand Growth Heroes podcast. Fiona has been a CPG advisor and coach to over 300 scaling start-ups, part-time lecturer at UCD Smurfit Graduate Business School (MSc Food Business Strategy) and worked in programme design for Bord Bia/Irish Food Board.

Over 90 scaling brands have completed the Brand Growth Heroes programme, including high profile success stories:

Perfect Ted Logo Freddie's Farm Snacks Logo Bold Bean Co Logo
Nature's Harvest Logo Neat Logo Doddl Logo
Fynoderee Distillery Logo Eat Fiid Logo Nojo London Logo

You will be part of an intimate cohort of 10-12 challenger brands. The programme is delivered through weekly online learning content, engaging webinars with high profile guest experts, personalised 1-1 sessions to address your specific challenges and ambitions, and interactive group workshops to foster collaboration and the exchange of ideas.

An induction session and reception will take place at Alantra’s office in the City of London during the week of the 29 April 2024 and completion ceremony on 5 July 2024.

Most of the programme content, webinars, and group workshops will be delivered online, allowing you to participate wherever you are.

Participants will also receive bespoke support from our expert industry programme partners including North Star (data and insights for FMCG challenger brands) and Harlands Accountants (sector specialist accounting services for growing businesses).


The cost of a place on the programme is £3,995

Win one of 4 Alantra sponsored places

We believe in supporting the next generation of brand growth heroes. That’s why Alantra is sponsoring four applicants to complete the programme. Alantra sponsored founders will receive:

• Personal and group mentoring sessions with Charles Lanceley, Alantra Head of UK Food & Beverage
• The opportunity to present your optimised strategy to Charles and other senior Alantra professionals at the closing party held at Alantra’s Cannon Street office
• A seat at the exclusive 2024 Alantra Food & Beverage Fast 50 dinner in London on 24 April 2024

If you are shortlisted for a sponsored seat, you will be invited to record a simple video pitch showcasing your passion and vision for your brand. You cannot apply to win a sponsored place only, as sponsored seats will be shortlised from the full programme applicants.

Apply to the programme now using the link below.


Key Dates – Mark your Calendars!

Brand Growth Heroes Mini MBA 2024 - Timeline

Fiona Fitzpatrick

For over 25 years, I’ve been privileged to work with some of the UK’s most famous consumer packaged goods brands, gaining deep experience across brand, category, sales and international business development, and holding board-level and non-executive roles. My experience includes industry giants like Nestlé and Premier Foods, as well as challenger brands such as Gü, Chobani, and Strong Roots.

Through my work with Bord Bia and the BGH Accelerator Programme, I’ve supported over 300 startups as they strive for growth and profitability whilst remaining conscientious of their impact on people and our planet. The Brand Growth Heroes podcast, launched in 2020, highlights founders’ stories from companies like Strong Roots and Rude Health, emphasising the creativity and dedication needed to overcome the many challenges facing scaling challenger brands.

The Brand Growth Heroes Mini MBA, developed from a decade of programme delivery and my eight years as a lecturer at UCD Smurfit School, aims to lift the capabilities of leaders in both established and emerging CPG brands.  I’m proud and excited to be working alongside Charles Lanceley and the Consumer Goods & Retail team at Alantra.

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Charles Lanceley

I’m a Managing Director in Alantra’s Global Consumer Goods & Retail team based in London. I advise clients, ranging from entrepreneurs and disruptors to multinationals and private equity funds, on mergers and acquisitions. I predominantly work with owners of businesses, advising on selling, raising capital, or a combination of the two.

My expertise is laser-focused on the Food, Beverage, and Vitamins, Minerals & Supplements (VMS) sectors. I have extensive experience guiding both high-growth, disruptive brands and Contract Development and Manufacturing Organisations (CDMOs) within VMS. My track record includes advising exceptional companies in these niches. This includes securing private equity investment and exits for innovative brands like Strong Roots, Montezuma’s, Huel, and nakd, as well as facilitating category-defining deals for VMS leaders like Bee Health, Aakamp, and Alphacaps.

I’m the author of the Alantra Food & Beverage Fast 50, which ranks the UK’s fastest-growing privately owned Food & Beverage businesses. The UK is home to some of the most exciting and innovative brands globally. It’s fascinating to watch founders progress their brands from the earliest days to, in many cases, household name status and international reach. I’m fortunate to be able to help some of those founders achieve their ambitions.

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