Start-ups and SMEs can only succeed if supported by learned voices within the food and drink arena.  For all their outer confidence and ‘take on the world’ bravado, no-one under-estimates the multi-layered ‘plate spinning’ complexity a new entrant faces carving out a distinct niche and standing one’s ground in the face of fast response brand rivals and an ever-changing landscape.

Against this backdrop it’s important to share a small yet pertinent tale of collaboration between a ‘young pup’ start-up and a ‘wise owl’ retailer, Holland & Barrett.  It’s all too easy to think of retailers & brand owners sitting on different sides of the fence with all too different priorities and perspectives, but in the same breath we appreciate that the very best retailer/brand relationships are those that quickly forge a mutually beneficial, symbiotic alliance.

Unconform is a very fresh voice within the chilled coffee scene plus nootropics scene that emerged in September 25, a bold new voice who wouldn’t be where they are today without the wise counsel of Holland & Barrett, who liked and supported Yusuf’s original cold brew coffee vision (Impact coffee) but had serious reservations regarding its deeply engrained limitations: only a single sku, recessive shelf impact, poor messaging, not working the nootropics advantage hard enough…

‘I faced an uncomfortable dilemma,’ muses Yusuf. ‘I wanted to provide a credible, functional benefits alternative to all the sugary, mass market iced coffees out there and whilst the product was exceptional, I’d made countless errors along the way that Holland & Barrett’s top team had highlighted.  I felt myself conflicted; I now knew Impact coffee wasn’t the long-term future but still had a lot of stock left that was simply ticking along.  At the same time, who in his right mind would ignore well-intended advice from a health & wellness galatico? I opted to go back to the drawing board, reinvest and 14 months (Aug 25) later a three-strong Unconform offer was born!’

A cold brew, flat white with cognitive support nootropics

A cold brew salted caramel latte with gut health nootropics

A mocha with outer beauty nootropics (skin, hair, nails…)

‘Looking back,’ concludes Yusuf, ‘I for am so thankful that H&B’s top team, who were not only willing to offer up tough love advice and direction, but to also be at the front of the queue when Unconform was reborn, back up its views and encouragement with a major 2026 listing!’