Launching brands that are good for the person and good for the planet.

Hello, I’m Eddie Stableford, the UK’s foremost Food Brand Expert with a proven track record in the creation of successful brands across the globe.

With a career that has spanned 45 years, I’m now turning my expertise into creating and launching a number of brands within my own portfolio and supporting like-minded businesses and individuals too.

I’m creator and founder at Street Food Box®, an infinitely reusable, environmental alternative to single use food to go packaging, conceived to provide a practical and easy to adopt solution ahead of the restrictions imposed on current, disposable packaging by the 2025 Single-Use Packaging Pact.  

And I’m co-founder of  Suölo®, a new reduced sodium seasoning product range. (Suolo.world) launched in January 2022 which reduces sodium intake by 50%.

Then there is Jolly Goodness®, a range of 100ml probiotic shots with green or black tea as the base ingredient. (Launching early 2023.)

And finally, Positively Good For You®, an extensive range of Mediterranean foods with high quality, olive oil at their heart will be launched mid to late 2023.

If you need help with an idea or product that meet these criteria, then we should talk.

E: hello@eddiestableford.com

T: + 44(0)207 205 2998


Good for the person, good for the planet

I fundamentally believe that we need a step-change in behaviour if we are to create better lives for ourselves and a better future for our planet.

Achieving change at a global and governmental level is hugely challenging and new policies can take many years to implement followed by a lag until the benefits are realised.

But small changes, which can be rapidly implemented, can also contribute to step-change, and even if ideas and solutions are not perfect, it is better to try and fail or fall short, rather than not try at all.

And with that ethos in mind, I have been fortunate enough to be able to work with a number of sector-leading experts, focused on bringing to market products which are good for the person and good for the planet.

Through my product and packaging knowledge gained during my career, I understand the challenges that moving to eco-packaging solutions present as does creating ‘clean’ foods which are additive free with health at their core.

But technology and science is advancing all the time and there are many new solutions for both the above that can truly deliver benefits.

Take probiotics for example. In Europe and the UK there are currently no permitted health claims for probiotics relating to improved gut health whereas in the U.S various claims are permitted.

There are sound principles which have blocked potential claims for sector products to date, but the relatively new development of second generation probiotic spores are delivering exciting and consistent results in trials which may well lead to a submission to the European Food Safety Agency (EFSA) by those at the frontier of product development in this sphere, Kerry Foods & Ganeden.

Working with my partners, we have incorporated this exciting product development into Jolly Goodness®, a range of green and black tea shots fortified with vitamins, C, D and B complex.

Reducing salt in our diet is another area where my colleagues and I have brought a truly exciting innovation to market with Suölo®.

Our range of 50% reduced sodium seasonings use patented, magnesium replacement technology to deliver a product which tastes like salt and yet with half the sodium.

And indeed Pladis have used Smart Salt®, the proprietary ingredient in our products which has enabled sodium reduction in the recent reformulation of Twiglets.

Similarly, it is well recognised that the Mediterranean diet is the healthiest diet globally.

And it has long been understood that high quality, extra virgin olive oil confers significant health benefits, and indeed there is a permitted claim in this respect within the EFSA approved claims registry.

We worked diligently in developing our understanding of this claim and were then able to present a consumer facing communication which has achieved the first Trading Standards approval (via a Primary Authority Agreement) within Europe for a heart health claim for our Positively Good For You® Mediterranean brand.

These are just three of the exciting innovations which are taking place within food and nutritional science which we have harnessed into our product concepts, but there are more leading developments ahead which we are watching with interest.


Fuzzy logic marketing to grey consumers

For decades, and pretty much from the outset of mass-marketing,  brands and marketing agencies have steered clear of targeting grey consumers, unless they were promoting products specifically to this demographic. Typically, they were seen as too cynical, set in their ways and unmoved by marketing so they were largely ignored. In more recent times this cohort …

How colour affects our mood and sensory evaluations

Numerous scientific studies which have shown how colour influences our mood, behaviour and purchasing. For example, it can mess with the way we experience our other senses, such as taste and flavour or even our music preferences. Red for example consistently conveys sweetness irrespective of the product type. A study of more than 5,300 people …


How I work?

Through my expertise, I’ve helped a myriad of clients to successfully launch new food and drink brands – from product ideation and innovation, to brand strategy creation.

I also perform NED roles for a number of businesses and mentor both senior and junior teams.

And through my extended network I can provide introductions to potential investors.

My fees are as bespoke as the services I provide so if you’d like to find out more, ping an email so we can arrange a time to chat about your good for the person, good for the planet project.


Sector-leading experts

Dr Helen Mitchell

Helen is an accomplished consultant to the global food and pharmaceutical industry with over 30 years’ experience of novel and functional food ingredients.

She is an industry expert in replacement ingredients for sugar, salt and fat and the development of “healthier” food products and dietary supplements. Helen has published over 100 peer-reviewed articles and food science/technology handbooks.

Steve Thornill

Steve is an experienced commercial and corporate finance professional. He has been involved in developing a number of businesses to exit, including a media business and two logistics businesses. He has invested in 5 distribution and manufacturing businesses in the UK and also five start-ups which are progressing to launch.

Dr Simon Poole

Simon, MBBS DRCOG FBMA MIANE is a primary care physician in Cambridge, England with a particular interest in lifestyle medicine and nutrition as well as the management of long-term medical conditions.

He has taught and undertaken research with Cambridge University and is a founding member of the British and European

Associations of Lifestyle Medicine. Simon is a council member of The US True Health Initiative, an International Senior Collaborator with the Global Centre for Nutrition and Health in Cambridge and was awarded Fellowship of the British Medical Association for services to the profession in 2018 which included longstanding membership of Council of the Royal College of General Practitioners and Public Health Medicine Committee.

Simon is a recognised international authority and speaker on lifestyle medicine, chairing the Food Values Conference series at the Pontifical Academy of Science of The Vatican, and the author of the award-winning book The Olive Oil Diet (2016, Hachette) and The Real Mediterranean Diet (2021, Cambridge Academic).