Childhood obesity the target for new challenger brand fund

In this exclusive podcast, Mission Ventures founder Paddy Willis and non-executive director John Stapleton discuss up-and-coming projects, including its work with Guy’s and St Thomas’ Hospital Charity and Big Society Capital.

“They’re looking at market-led solutions and how healthier challenger brands can play a part in helping to provide better options on the shelves for families from all walks of life,”​ Willis explained.

“We will shortly be announcing a programme that will involve funding and support from our team and our associates and will be our first significant project that fits under the banner of Mission Ventures.” ​

Childhood obesity ​

Mission Ventures’ work in the field of childhood obesity followed moves by a number of food and drink manufacturers taking steps to reduce marketing and advertising of their products to children, including Unilever last month.​​

“The whole childhood obesity theme is such a large topic and it’s multifaceted in terms of the reasons why it exists to the extent it does. What we’re trying to do is bridge the gap between theory and practice,”​ Stapleton added.

“A lot of research has gone on in the last 20 years into what causes these poor​ [diet] choices to be made,​ so we are looking at ways to find practical solutions through small, young, growing brands to bring healthy and nutritious products to the market – particularly for young children in the grab-and-go-market.”​

Good and bad businesses​

As well as their future projects with Mission Ventures, Stapleton and Willis discussed what makes a good or bad food business and the challenges facing the industry in this exclusive podcast. The industry veterans (see box below) went on to point to decisive moments in their careers that helped cement their skills as food and drink entrepreneurs.