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- the PISS EASY way to build a challenger brand in 2025
the PISS EASY way to build a challenger brand in 2025
Dan Pope
May 16, 2025
I am in Cornwall. On a run. I just sniffed a Cow’s arsehole.
I have seen a lot of cows.
Only sniffed one’s arsehole though.
Was quite nice. Actually.
Sniffing said cow’s arse hole reminded me of Seth Godin’s famous book “Purple Cow”.
Purple Cow theory goes this:
soooooo,
you’re driving down the M3 motorway on a burning blue May Day
past fields and fields and fields
and fields and fields of cows.
you’ve seen cows before.
you think nothing of the cows you’ve seen before.
Like every other drive down the M3 this year
You drink tepid Costa Coffee from the machines you find in petrol stations.
You imagine what colour the Traffic Reporter’s knickers are and whether he had Weeetos or Cornflakes for breakfast.
Suddenly,
You see be a PURPLE COW.
Yes, a PURPLE COW.
A FUCKING PURPLE COW.
A PURPLE FUCKING COW.
You call your friend Scouse mate, Deano.
“Deanoooo, mate, Deanoo,
oi Dean, lad, I’ve just seen a FUCKING PURPLE COW”
Deano says:
“Fok me, Easssyyy Tiger, slow tho fok down our kidda you’s on the Shroom Shakes and Disco biscuits… we’ve still gotta week till Boomtown?”
Seth’s point.
Be Different. Not Better.
Be a Purple Cow.Not a Cow.
In 2025, there’s three ways to build a FMCG challenger brand.
Sadly, most founders pick the hard route.
And, that’s why so many fail.
your options
Be a Purple Cow in a crowded field
Find a brand new field no one’s been to in years and be the Only Cow
Fly to a new country and find a new field and spray paint your cow yellow
1.Be a purple cow in a crowded field
follow a trend or enter an existing category and try to stand out.
trends: kombucha or CBD or prebiotic soda or OatMilk or Alt-Meat
existing categories: chocolate, milk, bread, juices
2.Find an old field no one’s been to in years and be the only cow
Look for underpriced and underrated categories that haven’t been touched in years.
Innovate there.
Bold Bean Co. - Beans
Citizens of Soil - Olive Oil
Candy Kittens - Sweets.
Innocent - Juices
BrewDog - Beers. GRENADE - Protein Bars
3.Fly to a new country and find a new field and spray paint your cow yellow
Create a category from scratch. Be the First to create the movement.
Alcohol Free movement - Ben Branson, Seedlip.
Mushroom Coffee Revolution - Andrew and Simon Salter, DIRTEA
Alcohol Free - Luke Boase, Lucky Saint.
Most founders pick Option 1 or Option 2.
issues with Option 1: Be a purple cow in a crowded field
the issues with following trends or entering an existing category
It’s INCREDIBLY crowded. You’re already in fields full of Purple Cows. Being Purple-er is way harder.
Trends change. Trends fade.
In 2021, remember all the Vaunting-yet-Vapid Vegans who used to Ctrl-Alt-Delete Alt Meat.
Yup, they now stuff their face with BBQ ribs and BBQ Brisket and Scotch Eggs. But don’t worry. They still eat out of tuppa wear and sanctimoniously wax ad nause about yoga
Downward Hog. What a rebrand.
get your challenger brand in more supermarkets in half the time MATE
Range Reviews are happening NOW.
Sainsbury’s, Waitrose, Tesco, Ocado CoOp are looking for new challenger brands
North Star Category Management helps you get your Super Market Decks so good, buyers find it impossible to say No.
Challenger brands like Perfect Ted, TRIP, Bold Bean Co, DASH use North Star
FIRST MONTH FREE + a FREE 30 MINUTE CONSULTANCY SESSION TO SEE HOW YOU BRAND IS CURRENTLY PERFORMING IN CATEGORY
Book your FREE consultancy session here:
Free 30mins with North Star Team - Andy Cope
the issues with Option 3:
Fly to a new country and find a new field and spray paint your cow yellow
creating a category from scratch is by far the hardest route.
Butt…… et it right, the rewards are HUGEEEE, Rodney.
Al Baratt, GRENADE: “founders create solutions for problems that don’t really exist” (or the founder perceives is a greater problem than the consumer believes).
The consumer is often left thinking “do I really need this?”
Trade Buy In. Super market buyers hold the keys to distribution. Brand building is a distribution game. Just like consumers, it often takes ages for buyers to “get it”.
Consumer & Buyer Education lag vs. Cash Demands = founders are constantly struggling for cash = constantly prostituting themselves on the fund raising circuit.
The Path to Exit is Vague: founders MUST think about the path to exit, who’s actually going to buy this thing? This new weird category? Who’s going to buy it?
so, the easiest way to build a challenger brand?
Find an old field no one’s been to in years and be the only cow
Bold Bean Co.
Beans is an ancient category, just hasn’t been touched in years.
Tony’s Chocolonely
Chocolate isn’t an ancient category, just hasn’t been touched in years.
Pick a category NO ONE has touched in years. Innovate there.
Why?
Buyers “get it” immediately. Buyers love challenger brands as they bring higher cash margin + incrementality to the category. This is a much easier lift for buyers = much easier to unlock distribution = easier to build brand.
Clear Path to Exit: Old categories have old players. Old players buy new players. Bold Bean will probably sell to Heinz. The path to exit is clear.
Consumer Norms. It’s a much easier cognitive lift for the consumer to “premiumise” and upgrade to something they already know vs. try something brand new.
Look, there’s no right or wrong way to build a challenger brand.
That’s why I love this game so much. There are no fucking rules.
You do you.
I just think people hop on trends when it’s much easier to go searching for underpriced and undervalued existing categories.
Jahhhh Blesss
Popey xxx