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About us

We're a start-up studio for good people with big ideas, here to help you manifest them. From first thought to first shelf - we translate original concepts into consumable brands; giving tired supermarket shelves a whole new lease of life. We don't wear suits, but we know the people who do.

Who we work with

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We launch with
Founders with 
an idea
If you have an idea but don’t know where to start we can help you take your vision from an idea to investment to the shelves.
WE SUPPORT
Early stage start-ups
We are your fast and affordable shortcut to surrounding yourself with entrepreneurs who take action.
WE CO-FOUND with
entrepreneurs
If you have an idea but don’t know where to start we can help you take your vision from an idea to investment to the shelves.

Who we work with

We launch with
Founders with 
an idea
If you have an idea but don’t know where to start we can help you take your vision from an idea to investment to the shelves.
WE SUPPORT
Early stage start-ups
We are your fast and affordable shortcut to surrounding yourself with entrepreneurs who take action.
WE CO-FOUND with
entrepreneurs
Are you an entrepreneur itching to launch something but don’t quite know what? We are incubating some great ideas that need a captain.

Our manifesto

01
***
Inventors drive change
02
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Don't fear the fear, it's excitement in disguise
03
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Every part of the journey is an opportunity
04
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Spend time future gazing to find the gaps
05
***
Trust your gut no matter what
06
***
Have no shame
07
***
Fail fast, fall forward
08
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Forget the fluff
09
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We're human too
10
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Let ideas fly

How it works

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~2 weeks
Intros.

We get to know you, you get to know us. If it’s a good fit, we press GO!

~12 weeks
Development.

As a team we develop:

  • Business plan
  • Business model
  • Product research
  • Initial NPD
  • Brand strategy
  • Brand identity
  • Investor deck
  • Investment strategy
~12 weeks
Pre-seed raise.

Spearheaded by the founder we initiate our investment strategy. The Shelflife team make introductions as well as support your pitches and investor requests.

~12 months
proof of concept
  • Finalise brand and product, build website, source suppliers
  • Go to market: we build and implement a go to market strategy
  • We analyse: Taking sales data, customer feedback and our aspirations we formulate a long term strategy and apply this to the business plan.
~12 months
Seed investment: Growth

With proof of concept we can raise significant capital to take your business to the next level.

We will support on:

  • Range expansion
  • Content/Social strategy
  • Creative/Advertising
  • Supply chain, finance, people operations
  • Retail expansion/biz dev
Ongoing
Series a

We continue to support as much or as little as you need.

What we do

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We don't just advise, we help you do.
We don’t just spectate, we pull up our sleeves and get things done.
We have a crack team, on hand for a fraction of the price.
We know the ropes, and can help find the right connections, when the time’s right.

Who we are

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Partner, Product
Carl

As a prominent figure on London's Power 1000 list of most influential individuals, he has left an indelible mark on various industries. In the 90s, Carl made waves as a DJ, captivating audiences with his unique sound. His entrepreneurial spirit led him into the restaurant and FMCG space. He’s features on the likes of BBC, Channel 4, MOB, and VICE as well as published the food favourite book "The Whole Chicken."

Superpower: Future Gazing

Partner, Operations
Adam

Adam is a serial entrepreneur, he has worked for a multitude of start-ups from idea stage to unicorn status in the capacity of founder, director and advisor. He has launched dozens of businesses, the majority in the food or FMCG industry. Most of Adam's experience is in operations, growth and fundraising.

Superpower: Never giving up and getting shit done

Partner, Food development
Elizabeth

Following a BSc in Food Science at Reading University Elizabeth’s career was cemented with 7 years working within chilled food. She is now an independent consultant to the food industry, specialising in the development of new innovative products. Creativity, a passion for food, and a love of cooking underpin her personal journey through over twenty-five years in the industry.

Superpower: Turning ideas into a shelf ready products

Partner, Brand
Tom

Originally from Bolton, then to an MA from the Royal College of Art, Tom is the co-founder of Regular Practice, a renowned branding agency in London. The studio was recognised by It’s Nice that as ‘Ones to Watch’, and have worked with a range of established clients from Warner Music, Adidas, Fred Perry, and Octopus, to startups and founders across, DTC, F&B and more. Tom manages the growing team of 10 on operations across the business with a vision for the future.

Superpower: Plate Spinning

Partner, Strategy
Ed

Ed is a Strategy Director at branding agency Regular Practice. He hosts entrepreneur podcast People Doing Things - having interviewed over 100 early stage founders across food, drink, fashion, beauty, tech, social etc. He's also launched his own conservationist honey brand The Honey Project. For every jar you buy, the brand rewilds 100 wildflowers in your name.

Superpower: Spotting opportunity early.

Partner, Design
Kristoffer

Kristoffer is Founder and Creative Director of Regular Practice. Originally from Denmark, he came to London by way of Amsterdam in 2017. Kristoffer’s power rankings of supermarkets (and their shelves) go: Albert Heijn (NL), Irma (DK) and Tesco’s (UK). Having started out in the exclusive realms of fashion and art, he’s left behind the inaccessible runways and galleries for the warm embrace of well-stocked shelves in everyday supermarkets. As we know culture lives in Tesco.

Superpower: Knows all the fonts

What we've worked on

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Chick'n'sours
Next Level Fried Chicken & Cocktails

Home of the whole fry. Chick’n’Sours has restaurants in Haggerston and Seven Dials as well as food trucks. The intersection of exquisite fried chicken, delicious cocktails and wicked tunes.

Juiced
The Home of Food Talent

The UK's leading food talent agency, working across TV, radio, podcasts, social content, events, publishing and products. Tom and Kristoffer helped bring the concept to life through their agency Regular Practice.

The Honey Project
Rewilding Britain jar by delicious jar.

The next generation honey brand that looks good and does good too. For every jar you buy, they rewild 100 wildflowers in your name. On a mission to inspire people to fall back in love with nature.

Narka
Rejuvenation in Layers

A new natural hair care brand based in Seoul, Korea - taking the social media space by storm and continuing to grow domestically through DTC and retail stores. Tom and Kristoffer helped bring the brand to life.

Dr. Will's
Great Tasting Natural Condiments.

Making food better by using natural sugar from dates, tomatoes and apples. Founded in 2015 by real life doctor, Dr. Will, helping provide children (and adults) with healthier sauce alternatives. Liz helped them develop some of their creations.

Future noodles
Nutritionally Complete Instant Noodles.

Future Noodles are super tasty, nutritionally complete, plant-based, convenient meals delivered to your door. Containing everything you need for a healthy, yummy, planet friendly meal.

Pip & Nut
Deliciously Moreish Natural Nut Butter

Not all nuts are made equal. They source and specially select the finest nuts for nut butter making. Liz has been helping with all their latest innovations.

Chickenshop
Tasty Chicken, Good Vibes.

Taking over London with QSR’s serving quick, tasty fried chicken with house-made dips, hand-made buns, cold beers & good vibes. The only Chicken Shop you need.