3 food challenger brands to watch:
1. Caulirice - For setting bigger ambitions than only going up against niche products like quinoa. Instead, took their rice alternative right into the rice category.
2. Ugly Drinks - For their counter-intuitive brand name and with an aim to change the nation's drinking habits by going up against the most loved and heavily marketed soft drink, Coke.
3. Rude Health - For taking healthy products, making them in a better way than the dreary big brand 'wellness' alternatives and making them mainstream. And for not being po-faced about it either.
A strategic brand consultancy with a single focus: challenger thinking and behaviour. eatbigfish exist to study challenger behaviour and work with businesses who want to become challengers themselves.