Behind the lens
‘We always knew from the beginning that we wanted to be a global brand and we definitely ticked that box.’
Juliet Barratt (PGCE, 1996) is the co-founder of Grenade, a leading global sports nutrition brand, and a trailblazer in the business world. Juliet developed Grenade from a small startup into a multimillion-pound company, renowned for its innovative protein bars and sports nutrition products. Her expertise in marketing and branding, combined with a passion for health and fitness, helped the brand achieve rapid growth, securing its position as a household name internationally.
Juliet has received numerous accolades, including recognition as one of the UK’s most successful entrepreneurs. Since exiting Grenade in 2021, Juliet has mentored a number of aspiring business leaders and supported the development of numerous emerging businesses across different sectors. We sat down with Juliet to learn more about her journey from Exeter to global business success.
What was your main goal for Grenade and did you meet that goal?
“Our goal was to be the Red Bull of sports nutrition. When we started Grenade, we set out to create one product that was iconic and actually worked, which could then be trusted and recognised by people all over the world. We always knew from the beginning that we wanted to be a global brand and we definitely ticked that box. When we launched in 2010, weight loss products were all the same and we wanted something that really stood out. The personality of the brand was really important to us.”
“When we started Grenade, we set out to create one product that was iconic and actually worked, which could then be trusted and recognised by people all over the world.”
What inspired you to become an entrepreneur?
“I get ideas all the time. I can walk into a supermarket and think ‘I could do this, I could do that’ and I’m always thinking about new things to do. Doing my PGCE at Exeter and then going on to teach, my life became ruled by routine, and I hated it. It was almost like everything was just getting mapped out for me. I’m a bit of a risk taker and I like challenges, so I knew it was time for something different.”
What was the biggest challenge you faced in starting Grenade?
“I think everyone always thinks you’re starting a business on day one when you launch it, but actually it’s the years of experience before that gets you to that point. I think getting a product that we were happy with was our first big challenge because it took us so many different varieties and so much time to get the right product. We weren’t happy to launch with a product we didn’t love.”
What are the biggest mistakes you’ve made, and what did you learn from them?
“Every day we made mistakes, but we always learnt from them. One of the biggest mistakes we made was in 2011, we got approached by a health food store in the U.S. and they wanted to us to go over there. We were thinking ‘yeah, brilliant! Let do it!’. We got ingredients made over there, had products shipped over, but it was far too early for us to go into the U.S. As an entrepreneur, every opportunity you say yes to. So we went to the U.S., with no team and no plan. We were almost a bit naive, but we learnt from it, and when I look back now, I’m still glad we did it.”
Why do you think Grenade was so successful?
“I think success means different things to different people. For me, I think it was a combination of everything. We did the marketing, we worked ridiculous hours because we were just so passionate about it, we didn’t have a day off for four years, we didn’t take a salary, so everything we had financially, physically, and emotionally, went into the business. Even though we took the business seriously, we always had fun doing it. It was also down to the timing. People were starting to think about healthier options, social media was starting to take off, and there wasn’t anything else on the market like Grenade.”
What’s the most rewarding part of being an entrepreneur?
“Everyone thinks it’s about the money and it’s not. Don’t get me wrong, money gives you choices, but I genuinely feel proud with what we achieved at Grenade and the brand that it’s become. I still go into shops now and I’m just so thrilled seeing our products on the shelves and I feel in many ways that we changed consumer behaviour by shaping younger generations to make healthier choices. We’ve met some phenomenal people as well and had some amazing opportunities that we would never have done without the business.”
What are you doing now?
“I’m a bit of a workaholic and I love business. Since we sold Grenade I’ve done some non-exec chair roles for other food and consumer brands, and I aid them with that growth journey. I enjoy helping take away some of the pain of growing a business because it is tough!”
What advice would you give aspiring entrepreneurs?
“I think the first thing is to make sure that your product is a mass market product. Just because you want something, it doesn’t necessarily mean that other people will. Research the category carefully and do something that you’re passionate about. I think the best businesses come out of a genuine love for the brand. My other piece of advice is to always follow your gut feeling. You’re always going to question things, but ultimately following your gut means if you know that you’ve done what you think is right, then you can live with your decision.”
