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How to create a new category: healthy dog snack brand Denzel’s with Co Founders James Lacy and Nathan Perry.

Published on: 28th June, 2021

Healthy dog snack brand Denzel’s is sold just like human snacks in convenience stores and petrol stations. Founders James Lacy and Nathan Perry explain it wasn’t easy persuading retail buyers to do that, but now they have, it outsells traditional channels for them. In our latest scale-up podcast James and Nathan explain how they gave up their comfortable jobs, moved into a garage, and decided to create a new category: healthy dog snacks. hear how they did it, how they secured their first major listing in Sainsbury's, and a significant investment from Virgin.

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About the Podcast

The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of our Marketing Society Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

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