The Karma Cola co-founder on how to grow a challenger brand

With high profile stockists including Waitrose, Ocado and Selfridges, Karma Cola have sold an estimated 600k bottles in the UK since launch in 2014 with sales forecast to double in 2016. We meet with co-founder Simon Coley, to hear how they use design and long-form storytelling to create a brand to be discovered rather than broadcast.

In this video, Simon shares his advice on how to grow a challenger brand.


Simon Coley on launching a business.

1. Your brand values define who you are as an organisation – keep them front and centre.

2. Work with people who share your values and purpose – you’ll have better outcomes.

3. It takes a long time to be an overnight success – although people think we’re new to the UK we’ve been working on the idea for the last seven years. You need to be methodical and put in the effort to make an idea succeed.