How All Dressed Up built a natural salad dressing brand

How do you build a natural food brand without compromising on flavour or ingredients? In this episode Tess Reed shares how she built All Dressed Up, a natural salad dressing brand that started at her kitchen table & is now stocked in retailers like Waitrose, Ocado & Whole Foods. We talk about what it really takes to launch a food brand, the challenge of finding the right manufacturer & why focusing on flavour & natural ingredients helped All Dressed Up stand out in a category full of additives 00:00 Intro 00:13 What is a salad dressing? 01:30 How is All Dressed Up additive free? 02:07 How to keep a long shelf life without additives 02:34 The role of pH in salad dressings 03:06 Who's buying All Dressed Up? 04:09 Ingredient usage philosophy of All Dressed Up 05:07 Recipe development 05:44 The impact on recipes when moving to outsourced production 06:16 Does the product change when you outsource production? 06:49 Do you have control over the ingredients used by contract manufacturers? 07:11 Will additives be used in future? 08:36 First customers & how did you find them? 09:39 Getting listed with Whole Foods & Ocado 10:36 Starting up a business by yourself 12:18 Next steps....sell or grow the business? 12:59 Next phase of growth 13:42 Selling D2C 14:29 Working with Ocado as a challenger brand 16:11 Selling at a premium price point 18:21 How are people spending on food? 19:53 All Dressed Up upcoming collaborations 20:54 The role of branding in All Dressed Up 22:24 Raising capital 22:40 Bulding a community 23:51 Being the face of the brand 25:01 All Dressed Up's core values 27:29 Health focused or flavour focused? 28:33 The power of intuitive eating 30:23 Glass vs plastic packaging 32:52 Why the packaging design has evolved 34:17 Does re-designing packaging help sales? 37:27 How big can you grow while sticking with your core values? 38:31 New products coming up 39:06 Tess's favourite dressing