Getting in 400 Tesco locations: Taking a Jamaican sauce brand "mainstream"

Nimi Nosh just launched in 400 Tesco locations. The Jamaican sauce brand took two years to turn rejection from retailers into success – and win a spot in a “mainstream” aisle.

Founder Nicole Michael built the brand with her brother. She's bootstrapped the start-up from an import-export business to a major supermarket listing.

Finding inspiration in Jamaica's markets

Nicole grew up in self-described “humble beginnings” in Jamaica. She remembers being inspired by her trips to a market where her mum worked.

“My mum is really good at combining flavours. I was always fascinated by her and how she used herbs and spices.

“I leant about all these smells, tastes and variations. I practised making sauces when she wasn’t home. It was always about the flavour.”

Fast forward to 2020 and Nicole had moved to the UK, but felt pulled back to her roots and wanted to start a business inspired by that.

“I started an importing company and I was supplying local shops. I was studying the market.”

Pitching to retailers – and getting rejected

Nicole had the opportunity to pitch to major retailers at The UK Black Entrepreneurs Conference, but was turned down.

Getting rejected by a major retailer could be a major blow. For Nicole, it became her roadmap to success.

“That feedback was invaluable. I listened and went back to the drawing board.”

That started a two-year journey to make the business retail ready, from rethinking manufacturing to overhauling the brand.

Nimi Nosh’s products were being imported from Jamaica. Product development was needed to produce the sauces in the UK, which lowered costs and is more environmentally friendly.

“Pricing was a major suggestion. I had to ensure I was able to create a good brand and get to a point where they could buy at that price.”

Developing a brand that stands out

The next step was to look at the brand, which a “prominent retailer” told her didn’t work, says Nicole.

“Selling to the local shops and mainstream are two different markets. In mainstream, you’re standing against a lot of bigger brands.

“When you have a brand on the shelf, someone should be able to look at it, close their eyes and draw something.”

Nicole tested this by actually going into a supermarket and putting her products on the shelf to see what they looked like.

“I walked away and looked back and realised the brand died among the other brands. It got lost.”

The new brand uses bold colours, a simple design and language that brings out the sauces’ character.

Convincing Tesco’s buyers

Caribbean food has traditionally been placed in supermarkets’ World Foods aisle. Nicole found the data to back up her case for putting Nimi Nosh with the other sauces.

“When you go to speak to a buyer you have to sell your brand with evidence on where it should sit. It takes a lot of research to have the right facts.”

That included the number of people who were keen to try Caribbean food and category growth.

“I recognised that people wanted to eat Caribbean food, the supermarket put it in the World Foods aisle and they got lost. The masses weren’t getting the opportunity.”

Getting the right support

The buyers’ initial rejection pushed Nicole to seek support. That started with mentoring by Dr Carlton Brown who ran the conference where she pitched.

“I went and got a mentor to help me with that transition. To push me and guide me on that journey.”

Nimi Nosh has been bootstrapped so far. Nicole says she’s worked hard to spend money in an effective way, including using lots of freelancers.

“I’ve always had this thing about learning fast and failing fast. I didn’t have a lot of money to make the mistakes over and over again.

“The moment I got good advice, I had to lean into it. I knew I had to move forward in a targeted way to make sure the finances worked.”

Related resources on building a food brand

Do you want to continue your learning journey? These articles will help you learn more on about building a food and drink brand, and getting supermarket listings.

• How to get your brand in John Lewis (Enterprise Nation article)

• How to get your brand in Selfridges (Enterprise Nation article)

• What to consider when starting a food or drink business (Enterprise Nation article)