Join Ruby Grant, Head of Brand and Jennifer Boggis, CEO and Co-founder, on the story of how Heilala Vanilla used story, flavour and partnerships to challenge category leaders.

Heilala Vanilla began with a trip to Tonga following a devastating cyclone and the idea of creating sustainable employment through vanilla farming.

What started as a purpose-led business built around one of the world's most-loved ingredients has grown into an international brand loved by chefs, bakers and food brands around the world.

Competing in a category dominated by legacy brands meant Heilala couldn't outspend the competition, so it had to out-story, out-partner and out-create them instead. Through collaborations with chefs and food personalities, earned media, retail partnerships and a relentless focus on flavour, Heilala has built a brand that punches well above its weight.

The journey hasn't been linear; from challenges in the Pacific and competitors with deep pockets, to changing the conversation around imitation vanilla.

Key takeaways:

• What challenger brands can do when they can't outspend the competition

• How collaborations, earned media, and partnerships can create an outsized impact

• Lessons from building a premium brand in a category driven by habit and price

Building a brand takes resilience, persistence and no shortage of creativity.

$40 + Ticketing Fee