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What does it really take to scale an FMCG brand in today’s landscape, where retail is crowded, attention is fragmented, and growth can disappear as quickly as it arrives?In this episode of Getting to Grow, Zoe Fox sits down with Charlie Knight, founder of Plugin Brands and co-founder of Diving Agency, to explore what modern brand building actually looks like behind the scenes. From helping take startup brands from inception to retail in under 18 months, to generating £1M in three months through TikTok Shop, Charlie shares the commercial realities of scaling in 2026.This conversation goes beyond surface-level growth stories and into the strategic decisions that determine whether a brand sustains momentum or gets delisted. From omnichannel thinking and TikTok Shop as the “new QVC,” to why so many founders scale too fast, this episode unpacks the tension between speed and sustainability.Charlie opens up about:• Building brands from zero to £1M+ and what that really requires• Why TikTok Shop is reshaping retail and direct-to-consumer growth• The dangers of entering major supermarkets too early• What sustainable rate of sale really means• Turning down clients when ROI doesn’t make sense• Giving founders tough feedback on product, pricing, and positioning• Why clarity of brand identity matters more than ever• The importance of going slow in order to scale properlyIf you’re a founder, brand builder, or commercial leader navigating FMCG in 2026, this episode offers a grounded, strategic look at how to grow with intention — and why lasting success isn’t built on hype, but on foundations that can withstand scale.Zoe Fox (Host):https://www.instagram.com/gettingtogrow/https://www.linkedin.com/in/zoe-fox-377033b0/Charlie Knight:https://www.linkedin.com/in/fmcgexpert/
