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OUR NEW WEB SHOP OPENS 1.8.24

A GLIMPSE OF OUR BEST SELLING OFFERINGS BELOW - FOR OUR FULL RANGE VISIT OUR SHOP IN THE MENU!

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AND WHEN ALEXANDER SAW THE BREADTH OF HIS DOMAIN, HE WEPT, FOR THERE WERE NO MORE WORLDS TO CONQUER.

HANS GRUBER
1988 

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Journeys
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KINGS ELITE SNACKS

Kings Elite Snacks was forged in 2014 with the aim of taking Biltong mainstream. 1 year from launch the brand had landed in every major retailer in the UK and 3 years later achieved a turnover of £10,000,000 before being sold to venture capitalists in a £20,000,000+ transaction. 

The brand by 2020 represented 85% market share and was achieving sales of over 25 million bags across the major retailers in the UK and Europe. In October 2021 we for a final time sold the company to Valeo Foods, a food group with annual sales in excess of £1 billion, for a sale price of over £40,000,000. 

REVOLUTION WAVES

Designed to re-brand flavoured water and add value to a space in a race to the bottom. Revolution Waves launched in Tesco and Asda before we sold the brand to venture capitalists in 2019.

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THE LIONS KINGDOM

The Lions Kingdom is designed to bring the planets healthiest meat to the shelves of the UK. With half the calories of beef and one tenth the saturated fat, Ostrich is perfect for those on the hunt for lean meat on the go! Now Available in Sainsburys, Morrisons, Aldi, Asda, Coop, Iceland and B&M!

THE WIZARDS MAGIC

The Wizards Magic is an added value luxury chocolate brand that offers everything from 0% sugar chocolate to Manuka honey infused chocolate. Now available nationwide in Holland & Barrett, David Lloyds and Waterstones.

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THE LAND OF THE SAMURAI

The Land of The Samurai has been designed in partnership with a Michelin Star Wagyu Master to introduce British consumers to true Wagyu Beef. Never crossbred, 100% Japanese and from The Land of The Samurai. Now available in Aldi for £29.99 and coming soon to other major retailers in the UK!

HI FIBRE POPPED CRISPS

Hi Fibre is here to introduce meaningful nutrition to every day snacking. We use ingredients that still contain the nutrients from the superfoods they are made from to try and make snacking a meaningful nutritional experience in a market full of empty calories.

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I VOW TO THEE MY COUNTRY

I Vow To The My Country exists to bring the best of the world and combine it with the best of Britain. Now proudly listed in Iceland, Sainsburys and coming soon to three other major retailers!

ATHLETIC PEANUT BUTTER

Unleashing the power of peanut butter from glass jar prisons and dusty cupboards. Natures ultimate superfood both high in protein and high in fibre has broken free! Now available in Morrisons and Asda!

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ICE TIPPLES

Ice Tipples is here to bring all the fun of your favourite cocktail to the worlds most delicious desert! Unlike many so 'alcoholic ice creams' which contain a whopping 0.2% alcohol, we truly deliver with 3% alcohol! This is no easy feat on the basis that alcohol is an anti freeze and so this took an awfully long time to perfect! 

However, we are delighted to announce that we have and now we live in a world where you can get drunk eating ice cream!!!

THE HEROES JOURNEY

The Heroes Journey range is designed to offer consumers in sports nutrition categories to benefit from natural proteins which most importantly taste fantastic!

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THE CHAMPIONS KITCHEN

The Champions Kitchen exists to bring the health movement to schools catering departments across the UK through nutritious, delicious, better for you drinks and snacks.

THE YOUNG BULLS

The Young Bulls is here to deliver the most powerful flavours in the kingdom of food to adventurous consumers on the go! Here to innovate and add value to sausage and burger categories this is one of The Heroes Journeys favourite businesses!

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HEAVENLY PET TREATS

Heavenly Pet Treats is designed to bring the highest quality pet treats and ingredients to your best friends taste buds! We pride ourselves on using only the most natural human grade ingredients and once you see how your best friend reacts to our treats vs ordinary pet treats you will see the difference!

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THE TEMPLES OF OUR GODS

I AM THE PUNISHMENT OF GOD... IF YOU HAD NOT COMMITTED GREAT SINS, GOD WOULD NOT HAVE SENT A PUNISHMENT LIKE ME UPON YOU

GENGHIS KHAN

THE YOUNG BULLS

A range designed to bring some of the most incredible ingredients together to create one of a kind offerings for those that appreciate incredible quality food

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NEUBRIA

Neubria is a health supplement brand that was founded with the belief that the mind AND body are inextricably linked. We aim to create products for people who want a holistic and all-inclusive approach to wellbeing. Our approach differs as our products are scientifically proven to target physical, mental and emotional needs.

THE HEROES JOURNEY - KEYS2RETAIL

At The Heroes Journey we have created a specialist division which works with strategic partners on entering major retail with their products. After all, we are specialists in creating new propositions and establishing them across major retail as challenger brands and category captains which is very difficult. When we access existing and established brands it is far easier for us to make quick progress in major retail by utilising our expertise.

 

On this venture we work with established businesses with recognised brands looking to enter major retail, international companies looking to enter the UK market and new businesses hoping to launch their products in major retail. 

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THE HEROES JOURNEY - AGOGE

An Agoge was the name of the educational system Spartan society applied to its children so they were equipped for the trials and tribulations of the time they lived in. What better name for our incubator program! 

We believe in the power of business to revolutionise the fortunes of hard working, aspirational individuals brave enough to pursue their dreams. This is why we have created our incubator program where aspiring entrepreneurs in Yorkshire can join The Heroes Journey and benefit from its facilities, team and expertise.

 

We work with promising start-ups in return for equity and take them through the full process of establishing a brand in major retail and building a business. If you have a dream and believe in bringing it to life please contact us and we can see if we can go on a journey together.

CONSULTANCY
INCUBATOR
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THEN OUT SPAKE BRAVE HORATIUS,
THE CAPTAIN OF THE GATE:
TO EVERY MAN UPON THIS EARTH
DEATH COMETH SOON OR LATE.

AND HOW CAN MAN DIE BETTER 
THAN FACING FEARFUL ODDS,
FOR THE ASHES OF HIS FATHERS,
AND THE TEMPLES OF HIS GODS

THOMAS BABINGTON MACAULEY
1842

THE HERITAGE

AN ORGANISATION FORGED BY A FAMILY OF FORMER INTERNATIONAL RUGBY PLAYERS

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THE CUSTOMERS

THE UNITED KINGDOMS LARGEST AND MOST ELITE MAJOR RETAILERS

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IT IS NOT THE CRITIC WHO COUNTS; NOT THE MAN WHO POINTS OUT HOW THE STRONG MAN STUMBLES, OR WHERE THE DOOER OF DEEDS COULD HAVE DONE THEM BETTER. THE CREDIT BELONGS TO THE MAN WHO IS ACTUALLY IN THE ARENA, WHOSE FACE IS MARRED BY DUST AND SWEAT AND BLOOD; WHO STRIVES VALIANTLY; WHO ERRS, WHO COMES SHORT AGAIN AND AGAIN, BECAUSE THERE IS NO EFFORT WITHOUT ERROR AND SHORTCOMING; BUT WHO DOES ACTUALLY STRIVE TO DO THE DEEDS WHO KNOWS THE GREAT ENTHUSIASMS, THE GREAT DEVOTIONS; WHO SPENDS HIMSELF IN A WORTHY CAUSE; WHO AT THE BEST KNOWS IN THE END THE TRIUMPH OF HIGH ACHIEVEMENT, AND AT THE WORST, IF HE FAILS, AT LEAST FAILS WHILE DARING GREATLY, SO THAT HIS PLACE SHALL NEVER BE WITH THOSE COLD AND TIMID SOULS WHO NEITHER KNOW VICTORY NOR DEFEAT

THEODORE ROOSEVELT

THE TEAM

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CHARLIE SIMPSON-DANIEL

CHIEF EXECUTIVE OFFICER

Charlie is a former international rugby player turned entrepreneur. He launched his first business Kings Elite Snacks, a meat snack venture in 2014 and within six months landed his product on the shelves in Tesco, Sainsburys, Morrisons, Asda, Aldi, Lidl, Waitrose, COOP, Costco, Wh Smiths, Boots, Holland & Barretts, B&M and Home Bargains. 

He doubled his annual sales and profits year on year before leading the sale of the business to venture capitalists in 2018. He continues to manage the sales of this business which exceed £20 million annual and represent 85% market share. Charlie also founded the brand Revolution Waves in 2017 which he launched in Tesco, Asda and the Co-Op Food to Go categories before selling this business to venture capitalists in 2019.

Charlie continued to continue working with the venture capitalists that purchased the company in 2019 with the target of taking the business to a final sale in 2022. During this time he agreed a partnership with England Rugby and the business acquired a failing competitor. The goal of selling this business completed in 2021 through a £40,000,000+ transaction to the Billion pound company Valeo Foods. Charlie exited the business the second this final deal completed so he could focus solely on The Heroes Journey. 

MILKO GUGUTKOV

MANAGING DIRECTOR

Milko is very much the heartbeat of The Heroes Journey and someone that has been on an incredible journey in the food industry. He began his journey in his youth where while studying he ran his own rabbit farm in Bulgaria before completing university and relocating to the United Kingdom

Milkos experience in the food industry is second to none with him holding experience operating and directing fruit farms, high speed packing lines as well as extensive experience in snacking. More recently he played a fundamental role in helping scale a prominent snacking group prior to setting up his own consultancy business where he continued to work with some of the countries leading food manufacturers with a particular focus on frozen supply chains.

Milko is a new addition to the business in his first role as Managing Director. Milko is responsible for managing The Heroes Journeys team and ensuring efficiencies across our three manufacturing facilities in Yorkshire.

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REBECCA ROWELL

CHIEF CREATIVE OFFICER

Rebecca is the Creative Director in The Heroes Journey and the Managing Director of Heavens Popcorn where she is focused on bringing a value added popcorn proposition to market. She played a key role in building the Kings Biltong brand and is mother to Alfie Simpson-Daniel & Arthur Simpson-Daniel, her and Charlies sons. 

Rebecca is an incredibly hard working mother and understands the importance of natural snacking on the go for children and will be leading the Heavens Popcorn brands launch into major retail in 2024

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MIKE DANIEL

CHIEF FINANCIAL OFFICER

Mike has worked with Charlie ever since Charlie first founded Kings Biltong and played a key role in the early days of this business and in the scaling of The Heroes Journey.

Mikes experience in business is extensive with his vast experience in founding and scaling ventures in the security industry prior to ​working with Charlie.

Mike works closely with Charlie on the financial strategy of The Heroes Journey and has been fundamental to the creating of our manufacturing infrastructure and our three factories across Yorkshire.

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JAMES SIMPSON-DANIEL

CHIEF OPERATING OFFICER

James is a former international rugby player who made his debut for England aged 19 playing against the All Black legend Jonah Lomu as his opposite man. He went on to have an incredibly successful career with Gloucester and holds the accolade of a place in the premiership hall of fame. All while doing this he co-founded the brand Kings Elite Snacks and Revolution Waves with his brother Charlie.

 

James works in hand with Charlie on all of their business ventures to ensure that the same passion and enthusiasm that produced such excellence on the rugby pitch is at the heart of all of their business activities. James holds powerful networks in the world of sport and ensures the brands we work with have the right exposure and marketing support needed to thrive in major retail so they don't find themselves lost on shelf.

GARY QUINN

OPERATIONS DIRECTOR

Gary is an individual with an incredible wealth of experience in the food industry as a proven entrepreneur and engineer by trade. Gary is absolutely unique in his capacity to create scalable manufacturing infrastructure that can move incredibly quickly in line with major retail demand. 

Gary works very closely with Charlie and Milko to ensure that we don't just produce best in class products, but that our supply chains that extend across the globe run smoothly and efficiently. 

Gary is an incredible individual with an absolutely unique capacity to build incredible relationships with suppliers. Gary primarily manages our largest venture The Lions Kingdom where he spends a large amount of time with our suppliers across Africa.

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MIKE TINDALL

NON-EXECUTIVE DIRECTOR

Mike has worked with Charlie ever since they first founded Kings Biltong with his brother James and played a critical role in the success of this first business journey.

Mike has joined Charlie on a number of other journeys including The Wizards Magic and The Land of the Samurai and is someone that shares critical wisdom on these journeys as they pursuit success. 

Mike achieved just about all it was possible to achieve in the game of rugby as a world cup winner and former England captain. He is seeing the same success across everything else he has embarked upon since leaving the game of rugby.

DAN HARRISON

NON-EXECUTIVE DIRECTOR

Dan is an individual who played a vital role in the life of Charlie and his families journey in early education. He is currently the Headmaster of Sedbergh school and has been a lifelong mentor to Charlie.

Dan shares his wisdom and experience with Charlie and the senior management team with a special focus on corporate culture and strategic decision making. 

 

In Charlies words, "Dan is one of the most inspiring individuals I have ever come across and I'm incredibly blessed to work with him as a mentor as is our business to benefit from his wisdom. One of life's truly exceptional human beings." 

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ROLAND FROEBEL

NON-EXECUTIVE DIRECTOR

Roland is an industry leading expert whose time in the food industry includes roles at Mars, Goldenfry Foods, Greencore, Premier Foods, Sante Foods, Symingtons, Fox's Biscuits and Baxters Food Group. He has worked in Technical Director roles supplying brand and own label to Tesco, Sainsburys, Morrisons, Asda, Aldi, Lidl, Co-Op, Costco, Waitrose, Wh Smiths, Boots and Home Bargains. 

Roland works closely across the ventures ensuring best in class supply chains that can support our brands as they scale towards category captain status. 

DON NISBET

NON-EXECUTIVE DIRECTOR

Don Nisbet is one of the worlds leading experts in meat snacking and pioneered tender Jerky snacking in Australia where he was the CEO of New World Foods Plc in Australia. This was Australasia's leading Beef Jerky manufacturer and he crossed paths with Charlie in 2014 when New World Foods Australia entered the UK market through the acquisition of Charlies Biltong and Jerky brand Kings. Don left this sector when he successfully completed the sale of New World Foods Plc to an Australian Venture Capital firm. 

Don works with Charlie on The Heroes Journey - Keys2retail where he manages the Australian business and partners looking to enter the UK market with the same form New World Foods Plc did in 2014!

Don is a key mentor to Charlie and although their journey together began in 2014 on the basis of business, he has very much become a member of Charlies family!

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JONNY KENNEDY

NON-EXECUTIVE DIRECTOR

Jonny is a former international rugby player who had an exciting career at Sale Sharks which very sadly was cut short due to a number of head injuries early on in his career. As such Jonny went on a new mission to create one of the UK's most exciting cognitive health brands which he launched in Holland & Barrett as well as a number of international markets across the globe!

Jonny in his early rugby playing days used to train with Charlie as they both pursued professional rugby careers and they have entered into a partnership with Heroes and Neubria working together on launching a ready to drink range in major retail in 2024!

TOM HUGH RIDDOLLS

NON-EXECUTIVE DIRECTOR

Tom is a Director in The Heroes Journey and the Managing Director of Beau-T-Full which is a range of organic herbal tea and coffee offerings. The brand is focused on making the world a more Beau-T-Full place through offerings with active ingredients that support mental and physical wellbeing. 

Tom is an entrepreneur with experience in creating brands across a number of sectors in the food industry. He also worked in the lumber industry and helped scale a family owned lumber mill in Alnwick, working closely with and mentoring a young and up and coming MD. Tom understands the importance of health, wellness and environmentally friendly propositions.

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DAN NORTON

NON-EXECUTIVE DIRECTOR

Dan Norton is a former international rugby player who has played more minutes and scored more tries in an England Sevens shirt than any other human in history. He and Charlie both debuted together in England Sevens and have created a number of ventures together over the years. 

Dan is a seasoned entrepreneur who co-founded the Revolution Waves brand which he launched into Tesco, Asda and the CO-OP. He spends much of his time travelling internationally however when in the UK is located in London and in 2024 will launch his next food business!

ROBERT SCOTT

NON EXECUTIVE DIRECTOR

Robert​ is the MD of one of the countries leading family owned lumber mills. Robert holds unique knowledge in manufacturing practices that are multi-generational and plays a key role supporting The Heroes Journey and the investments it has made in its 3 manufacturing facilities across Yorkshire. 

Robert brings a unique wisdom to the organisation that is vital in the companies future as a branded food and drink manufacturer. 

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AMA SAMBHI

ACCOUNTS DIRECTOR

Ama works very closely with Jaz managing the independent customers we service and is one of the most talented account managers the business has ever encountered. Ama is not just blessed with unique insight into her customers needs but also an incredible work ethic and positivity that is contagious!

Ama is naturally a key member of our organisation and her and Jaz have achieved incredible growth in The Champions Kitchen. 

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Geoffrey Norton

Warehouse Assistant Manager

Geoff is an incredibly hard working individual who works very closely with Viorel within our supply chains to ensure best in practice supply chain management. 

Geoff has a long history in the food industry and is a key member of the team. He also has a fantastic relationship with Jas and Ama and works closely with them on The Champions Kitchen too!

SUCCESS STORIES

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