Where in the arc we are.
Real dates go in once they are locked. This is here so anyone we work with can see where in the arc they are being brought in.
Five phases, in order.
- 1Phase 1Identity locked
Finalise identity and packaging with the design agency.
- 2Phase 2The Founder 100
One hundred tins go out to people who can genuinely push the brand forward, through their reach, their taste, or just their honesty. Validation as much as momentum.
- 3Phase 3Online launch
Website and online ordering system live, ready for first customers.
- 4Phase 4Pop ups & gourmet stores
Reach out to pop ups and gourmet stores. Build a presence in person before chasing bigger listings.
- 5Phase 5Gourmet retail
Gourmet retail conversations with Selfridges and Fortnum & Mason once there is real traction to show.
A growing map of cities and flavours.
Mumbai Masala, Seoul Heat and London Noir are the start of a system, not all of it. Every new flavour follows the same logic: a real city, a real mood, told through art on the pack. Never a flavour picked just because it is trending.
Over time that builds into a growing map of cities and flavours that makes the point better than any single product could: Indian snacking, done properly, belongs on the same shelf as any gourmet food culture in the world. The goal is for UK gourmet retail to treat ATE as the go to name for Indian snacking.