How to Build a Successful Food and Drink Brand in the UK 

Key takeaways at a glance: 

• The UK food and drink market is projected to reach $469.4 billion by 2033 – but competition is fierce, and success takes more than a great product.

• Localise, don’t imitate. Adapt your brand for UK audiences while staying true to your DNA.

• Be retailer-ready. Back your story with data, category insight and a clear commercial case.

• Create content that feels real. UK audiences value authenticity and humour over perfection.

• Earned media builds trust. Consistent coverage across press, creators and culture drives credibility and visibility.

• Think beyond launch. Long-term traction comes from listening, iterating and staying active across channels.

Cracking the UK market is no small feat, especially in the crowded, fast-moving world of food and drink. But for global brands that get it right, the rewards are huge: cultural visibility, retail credibility, and commercial success – seeing as the UK food and beverage market is projected to hit USD 469.4 billion by 2033. 

The UK is one of the world’s most competitive FMCG markets. It’s sophisticated, trend-sensitive, and fiercely loyal once trust is earned. Entering it successfully demands more than a great product. It requires local understanding, sharp positioning, and long-term relationship-building across retailers, media and consumers. 

We’re no stranger to this process. Over the years, we’ve helped build countless UK profiles for brands like Cadbury, Nuii, Cloudy Bay and Minuty. In this blog, we’re breaking down what’s key for launching a food and drink brand into the UK with impact – and staying power. 

1. Localise without losing your essence

Too many global brands enter the UK market trying to mimic what’s already working here. The result is a diluted identity that fails to cut through. The key is localisation, not imitation. 

Adapt your messaging, visuals and tone for UK audiences while staying true to your brand’s DNA. Consider what makes your brand distinctive in its home market, then find the cultural touchpoints that make it resonate locally. That could be humour, sustainability commitments or a signature visual style that feels at home here without losing what makes it unique. 

2. Get retailer-ready

Winning retail space in the UK is part art, part science. Major players like Tesco, Asda and Sainsbury’s look for three things: a clear value proposition, a strong point of difference and evidence of consumer demand. 

Before you pitch, do your homework. Study category performance data, competitor price points and shopper trends. Build your brand story into your commercial presentation; retailers respond to brands that can drive incremental sales and add cultural relevance to their shelves. 

If you’re starting small, test through independent retailers, D2C channels or pop-ups to build traction before going national. Case studies and sales data from these activations can strengthen your retailer pitch later on. 

“You need to prove that your brand can shift product and shift perception,” adds Holly Brunskill, Co-Owner at b. the agency. “Retailers want to know you’re adding energy to the category, not just taking up space. That means clear storytelling, smart timing and showing up where your consumer already is.” 

3. Create content that feels real

UK consumers are heavily influenced by trusted creators, online communities and peer recommendations. But the most effective campaigns are the ones that don’t feel like ads. 

Give creators the freedom to tell your story in their own voice. Encourage humour, personality and creative control so content feels authentic and entertaining, not scripted. Audiences here value self-awareness; if something feels too polished or too sales-driven, they’ll scroll past. 

Work with creators who genuinely align with your values, not just those with the biggest following. Partnering with PR and influencer teams who understand the UK’s cultural nuances can help strike that balance between reach and relevance. 

“We’ve seen time and again that when you hand creative control back to the talent, the content doesn’t just perform better, it truly connects,” says Mischa Joslin, Managing Director at SUMMER. “In the food and drink realm, consumers often already know what the product is. They don’t need a sales pitch on the ingredients, what they care about is how that content makes them feel. 

 When a creator interprets a product through their own lens, it stops being a dictated advert and becomes a piece of content that entertains and engages, which is what consumers really want from a social platform. 

 British audiences are incredibly sharp, they know when they’re being sold to. If the content feels authentic and aligned with the creator’s voice, that’s when real brand love happens.” 

4. Build a consistent earned presence

In a market as media-savvy as the UK, earned visibility is everything. Consistent, credible coverage across press, creators and cultural moments builds both brand trust and algorithmic visibility, particularly as AI search begins to prioritise authoritative sources over paid content. 

From launch coverage to ongoing storytelling, maintain a rhythm of PR, partnerships and activations that reinforce your brand values and consumer relevance. Longevity isn’t built on one big splash; it’s earned through consistent, meaningful presence. 

“Earned media is where reputation is built,” says Sally-Anne Stevens, Founder & CEO at b. the agency. “It’s not just about exposure, it’s about endorsement. When the right voices talk about your brand, it carries a credibility no ad spend can buy.” 

6. Plan for longevity, not just launch

The UK rewards commitment. Too often, brands invest heavily in the initial launch, then go quiet when the buzz fades. The real work begins after your product hits shelves. 

Keep listening, learning and iterating. Use local feedback to refine flavours, packaging or communications. Continue investing in relationships with your retailers, creators and customers. And measure success not just in initial sales, but in repeat purchase, retention and cultural traction. 

 Building FMCG success in the UK is about balance: global ambition with local insight, creative storytelling and consistent presence. Get those right, and your brand won’t just enter the market – it’ll earn its place in it. 

 We’ve helped brands like Cadbury, Nuii, Cloudy Bay and Minuty find their voice, their audience and their momentum in the UK. Let’s talk about how we can do the same for you: hello@b-theagency.com