Sometimes superhero ingredients just need to be presented differently. Taking Yellow Pea flour grown from peas in East Anglia, Phil developed an exciting new savoury and gluten-free snack range.

In recent years, Nestle Cheerios has become a sure-fire family breakfast staple, taking on long-established competitors. Phil repositioned the brand to a ‘Family Agreement’ platform.

Launched to bring a new and distinctive entrant to the highly competitive Stout category. Young’s London Stout outperformed Guinness in product preference testing and was presented in a high-impact manner.

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.

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.