With support from JPMorganChase and Newable through the Founders Forward Perfect Pitch programme, Other Foods receives one-to-one mentoring and becomes investor-ready.
The programme, launched by JPMorganChase in 2023, offers a valuable opportunity to connect women-owned businesses in London with mentoring opportunities from JPMorganChase employees.
As the delivery partner, we at Newable are committed to understanding and supporting the unique journeys of these businesses. By helping them build their goals, the programme aims to enhance their pitching skills, expand their networks and secure funding to support their investment plans.
The below case study demonstrates how Fan Yang, Founder of Other Foods benefited from the Founders Forward Perfect Pitch programme.
Empowering change: how Other Foods is redefining snacking culture
Other Foods is a pioneering company that is revolutionising the snacking industry by offering gourmet, plant-based, high-fibre and delicious mushroom crisps.
The company’s mission is to drive a cultural shift in snacking habits by embedding mushroom chips into everyday moments. Other Foods prioritises taste, sustainability and better-for-you ingredients, aiming to not just offer a snack but also shaping a movement towards better food choices.
Driving change: business challenges and programme results
In September 2024, Fan Yang embarked on a journey to elevate her company’s presence in the highly competitive fast moving consumer goods space. Despite strong traction in premium retailers and a notable repeat purchase rate of 67%, limited access to capital posed a significant challenge for the company’s growth.
It had to forego key opportunities such as major launches and marketing campaigns, hindering its potential. Furthermore, as a woman-led business, finding relatable role models and tailored support was an obstacle.Eager to overcome these barriers, Fan joined the Founders Forward Perfect Pitch programme to gain mentorship, refine the pitch of Other Foods and access a network of professionals and peers who understand the scale-up challenges faced by underrepresented founders. During the programme, Newable Business Adviser, Katie Toone helped Fan with investment readiness and strategic funding and finance.
Fan said: “The programme gave me a structured environment to clarify my vision, refine our pitch and build the confidence to articulate our value and scale with purpose.”
The tailored mentoring helped in translating Fan’s passion into an investment-ready pitch – focused on scale, traction and strategy. Furthermore, the programme:
- Connected Fan with a cohort of high-growth founders, which made the journey feel less isolating and more collaborative
- Provided excellent feedback sessions and a live pitch environment which were incredibly constructive
Delivering results: programme success highlights
Upon completing the programme, the company witnessed a surge in inbound investor interest, with several conversations progressing toward potential partnerships and investments.
Fan mentioned: “The programme boosted my confidence and clarity, directly supporting a surge in business activity.”
The refined pitch deck and storytelling directly led to an expanded trial listing opportunity with a major UK retailer, reflecting stronger retailer and investor engagement. Additionally, the company attracted new international distributors after presenting their updated pitch deck at a food innovation showcase, and experienced improved traction with strategic retail buyers.Other Foods made substantial strides in various aspects of its business post-programme. It refined its brand narrative and pitch deck, resulting in enhanced retailer and investor engagement. The company also revamped its product innovation pipeline, introducing gourmet-led flavours aligned with retailer insights, alongside reworking its go-to-market strategy and retail activation calendar to increase brand visibility and support in-store velocity.
Furthermore, the company:
- Set its sights on international expansion via key distributors and targeted listings in innovation-focused retailers like Sprouts and Erewhon
- Introduced a 12-month retail activation calendar and digital media strategy to increase brand visibility and support velocity in-store
- Bolstered its operational scalability by preparing team hires and evaluating co-manufacturing partnerships
The success story of Other Foods exemplifies the transformative impact of the Founders Forward Perfect Pitch programme and the founder’s resilience in the face of challenges.
Fan concludes: “Most importantly, the programme gave me a renewed belief in the scale and impact that Other Foods can achieve — and the valuable toolkit to go after it.”