Fresh Wins: Why the Hottest Brands Are Found in the Fridge

​Most startup food brands begin on the ambient shelf. It is cheaper, simpler, and far less risky. But some of the most exciting brands today are choosing the harder path: chilled. Shorter shelf life, higher costs, tighter logistics and higher stakes. So why do it? Because freshness is the product.

​Join four founders who have built standout brands by leaning into the fridge Hear from Riya Patel (All the Aunties, paneer), Olly (Olly’s Olives & Snacks, fresh olives), Tom Walker (Holy Moly, guac and dips), and Emily Tout (Mighty Slice, protein cheesecakes and LSE alum) as they share what it takes to win in chilled.

​We will explore:

• ​Why chilled products often signal quality, authenticity and fewer compromises

• ​The reality of higher stakes trading, faster rate of sale expectations and bigger volumes

• ​How to build a brand where freshness is the core of the story, not just a feature

• ​Practical ways to manage the operational challenges of short shelf life and cold chain logistics

​This session is for anyone building or considering a food brand, especially those weighing up whether to stay shelf-stable or take the leap into fresh. The future isn't shelf-stable!