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OUR NEW WEB SHOP OPENS 1.6.24

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!!!

SILVERBACK SOUP

SILVERBACK Soup is innovating in the instant pasta space with pasta which has 15g of protein, 155 calories and is very high in fibre. It exists to bring nutrition and incredible taste to the instant pasta space!

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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.

HEAVENS POPCORN

The dawn of honey popcorn is here. Popcorn sweetened using natures sugar, honey with a focus on leading the honey revolution. A world where we sweeten our snacks with honey has more bees, plant diversity and less monocrop agriculture.

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BEAU-T-FULL

Beau-T-Full Infusions is designed to combine the latest super fruits with powerful flavours and extracts that support positive mental wellbeing.

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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HEAVENS SHORES

Heavens Shores is designed to bring the most luxurious and sustainably sourced fish offerings to the shores of the UK! We specialise in offerings like Mahi Mahi and Barramundi which are known for their higher protein levels, lower calorie levels and their rich creamy flavour profiles. 

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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TUMMY & MIND BISCUITS

Tummy & Minds biscuits are designed to transform the biscuit category from a space dominated by nutritionally empty and without benefit treats to a space where unique needs around fibre and gut health can be satisfies and true innovation can once more take place.  

HOPLITES ENERGY DISCS

A next generation of healthy snacks designed to meet consumer demand for energy on the go but without all the artificial sweeteners currently dominating the market via energy drinks. The next generation of energy snacking is about to be born!

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THE LOCH NESS HAGGIS

Meat innovation through the vehicle of Haggis, a business designed to not just offer incredible tasting products but also preserving the natural habitats of monsters dwelling in lochs across the Scotland!!

THE FOREST KINGS

We are entering the sweet sector on a mission to add value to a nutritionally empty space. We will do this by delivering natural gummies, low in sugar that deliver a fibre content so when its time to indulge, you can indulge with a nutritional benefit!

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THE SAVOURY PROTEIN BAR

We believe that that the future of the Protein Bar sector has more dimensions than chocolate deserts infused with whey protein! We believe that protein bars can taste much better reach horizons far beyond artificial desert products filled with calories!

THE ART OF PERSISTENCE

We are excited to bring to life a natural alternative to the many artificial energy gels that lead the market for long distance runners and endurance athletes. We believe in nature there are better solutions and through nature our athletes can attempt to master The Art of Persistence!

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FRUITBAT

We believe there is an exciting opportunity through a carefully dehydrated Mango offering to deliver delicious and nutritionally meaningful nutrition on the go! FruitBat Mango is a natural probiotic, rich in natural fibre and vitamin C too!

WALK UPON ENGLANDS MOUNTAINS

We believe an exciting opportunity exists to re-introduce Lamb to the UK consumer by helping them better understand the supply chains and the many incredible benefits of this protein outside of just an incredible taste!

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PARADISES COCONUT ROLLS

We believe there is an incredibly exciting opportunity to innovate through Coconut rolls, a fantastic tasting snack for those wanting something more exciting than the traditional snacks on the shelves of the UK, it also helps our Coconut Rolls are high in fibre and low in calories!

THE SPARTANS PORRIDGE

Forged to create a new category of porridge so ambitious individuals can start their day in the best way possible with a blend of protein, collagen, fibre and natural caffeine! Most importantly it tastes absolutely fantastic!

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MANGALICA

A Phoenix Songs is a company we have created with the singular aim of resurrecting incredible proteins from the past which have through factory farming been almost eliminated. Mangalica is a classic example, incredibly low in cholesterol, rich in omega 3 & 6 as well as antioxidant rich too! Coming to shelves near you soon!

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

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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.