Lessons from ManiLife Peanut Butter: Turning Product Difference into Brand Advantage

As FMCG brands mature, growth often becomes harder to sustain. Consumer expectations evolve, competitors catch up, and what once made a product successful can quickly become table stakes.

In this session, Stu Macdonald (Founder of ManiLife Peanut Butter), Kat Ellis (Group Strategy Director at Audience Collective), and Justin Healy (Founder of Spark) explore how brands can maintain momentum through product innovation. Together, they'll discuss the decisions behind keeping a brand relevant, the role consumer understanding plays in identifying new opportunities, and how evidence-led thinking can help teams make smarter product decisions when growth starts to plateau.

Whether you're looking to unlock your next phase of growth, strengthen your position in the category, or simply avoid standing still, this session will offer practical lessons from one of the UK's most successful FMCG brands.