With Chai emerging as a fast-growing segment in the highly competitive UK tea category, Phil took the Tea India brand and firmly established it as the No.1 Chai brand in the UK with a brand positioning and design overhaul and with the addition of genuinely incremental range extensions to the core Masala Chai product.

Phil took the UK leadership for the Estrella Damm brand, unlocking the potential of ‘The Beer of Barcelona’ with distribution wins, trial and repeat marketing programmes which saw the brand become the fastest growing world beer in the UK.

Phil was a key member of the project team seeking to deliver against Nestle’s ambition to ‘Help Britain Breakfast Better’ – every pack of Nestle cereals featured the green banner to signify its wholegrain presence.

Dating back to 1908, Shredded Wheat is something of an iconic British brand with its legendary ‘Bet you can’t eat three’ campaign from the 1980s. By the 2000s, Shredded Wheat needed to modernise, and Phil took responsibility for a strategic overhaul.

Phil has done something many talk of, but few do, founded and launched his own award-winning food brand comprising a cereal range of 100% British granolas and mueslis.