4. Atom Bank

For setting a new standard for 'Challenger Banks'.

20 Challengers of 2016Hugh Derrick2 February 2016Atom Bank

5. Jet

For making Amazon's weak spot a competive advantage.

20 Challengers of 2016Mark Barden2 February 2016

6. Peloton

For promising to make Apple look small time.

20 Challengers of 2016Adam Morgan2 February 2016Peloton

7. Thinx

For breaking the taboo around menstruation.

20 Challengers of 2016Helen Redstone2 February 2016Thinx

8. American Giant

For paving the way for a new generation of belief-led brands.

20 Challengers of 2016Guest User2 February 2016American Giant

9. Mary's Medicinals

For a fresh toke - sorry take, on the cannabis category.

20 Challengers of 2016Faris Yakob2 February 2016Mary's Medicinals

10. Pirch

For taking the showroom concept to another level.

20 Challengers of 2016Chad Dick2 February 2016Pirch

11. Seedlip Drinks

For bringing color and advance to not-drinking.

20 Challengers of 2016Guest User2 February 2016Seedlip

12. Chain

For creating a financial platform to one day rival Wall Street.

20 Challengers of 2016Mark Barden2 February 2016Chain

13. Karma Cola

For 'Drink no Evil' and sticking it to Coke.

20 Challengers of 2016eatbigfish.2 February 2016Karma Cola

14. Tesla Powerwall

For at least attempting to get some of us off the grid.

20 Challengers of 2016Helen Redstone2 February 2016Tesla Powerwall

15. First Utility

For standing up to the UK's Big 6 Energy firms.

20 Challengers of 2016Guest User2 February 2016First Utility

16. Cylance

For being anti-antivirus.

20 Challengers of 2016Mark Barden2 February 2016Cylance

17. Lyft

For giving Uber a bloody nose in 2016. (We hope...)

20 Challengers of 2016Mark Barden2 February 2016Lyft

18. Antidate

For flipping the rules of dating.

20 Challengers of 2016Guest User2 February 2016Antidate

19. DirecTV

For elegantly positioning cable as a thing of the past.

20 Challengers of 2016Helen Redstone2 February 2016DirecTV

20. Jimmy's Iced Coffee

For being the 'Real & Human' challenger in FMCGs.

20 Challengers of 2016eatbigfish.2 February 2016Jimmy's Iced Coffee

20 Challenger Brands to Watch in 2016

Who do eatbigfish think are going to be the movers and shakers in 2016? We've put together our annual 20 challengers to watch list with a helping hand from some top brand thinkers and authors including Denise Lee Yohn, Ed Cotton, Faris, Porter Gale and Whitney Johnson.

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