We don’t just market FMCG brands.
We make them sell.
full-mix strategies that build brands and win retailers, whatever you sell.
fmcg marketing is where brand promise meets retailer reality. Whether it’s trade strategy, shopper activation, digital and social, PR or brand experience, we build the thinking and the work that gets your product noticed and bought again, across supermarkets, convenience, wholesale and online.
got an fmcg challenge?
Sometimes all it takes is the right conversation. That’s why we’re offering a free 30 minute consultancy call with our FMCG marketing specialists, no strings, no sales pitch, just straight talking expertise. Whether you’re chasing a listing, supporting a listing, or building brand awareness, bring your challenge and we’ll bring the thinking.
Fill in the form opposite and we’ll be in touch to arrange your call.
our experience
39 years of marketing, from food and drink to every aisle
For 39 years, jellybean has worked with major brands across UK retail, helping them earn their place on shelf and keep it. We understand retail buyers, category reviews and planograms as well as we understand shoppers, because winning at retail means winning both audiences at once. From new product listings to national promotions, retailer exclusives and own label strategy, we’ve done the groundwork that gets FMCG brands taken seriously by the biggest names in UK retail.
While jellybean’s roots and reputation are built firmly in food and drink, the team’s collective experience stretches well beyond the category. Our backgrounds include extensive time working across major FMCG and non-food categories, from laundry, home care and personal care and beauty, to feminine care and men’s grooming, baby and pet care, and packaged essentials and office supplies. That grounding means we bring the same rigour to shopper strategy, brand building and retailer relationships that food and drink clients benefit from, just applied to different aisles.
We’ve also put this into practice at jellybean itself, having worked with brands like Cheeky Panda, Untamed and Carol Boyes. What ties all of this together, whether it’s a food brand, a laundry brand or a homecare challenger, is the same core craft: understanding the shopper, earning attention and driving sales. That’s a discipline that travels well across categories, and it’s exactly why FMCG and non-food brands alike can partner with jellybean with the same confidence as our food and drink clients do.
That breadth stretches into non-food HORECA too: the cleaning products, toiletries and disposables that keep hotels, restaurants and catering businesses running. It’s a natural fit for a team with foodservice in its DNA. And whatever the category, the support on offer is never just shopper marketing. It’s the full mix working together: trade strategy, shopper activation, digital, social and influencer, PR and brand experience, so a laundry, personal care or household brand gets the same joined-up thinking a food and drink brand does.
Every campaign is built by a dedicated team of strategists, creatives, project managers, content producers, analysts and researchers selected specifically for your category and your goals. 28 in-house specialists work across insight, creative, PR, digital, social and shopper activation, so your brand gets the right mix of thinking and doing, not a generic template. We’re 100% independent and employee owned, which means the advice you get is built around what works for your brand, not what suits a network’s agenda.
our expertise
where strategy meets shelf, and creative courage does the rest
We specialise in integrated FMCG marketing that covers far more than what happens at shelf. That includes category insight and NPD positioning, trade sell-in and buyer presentations, shopper comms, on-pack and POS design and production, digital, social and influencer, PR and brand experience, media planning and buying, and in-store or online activation, whether that’s for a food and drink brand or a laundry, beauty or household one.
what does an fmcg marketing agency do?
An FMCG marketing agency helps brands win distribution, shelf space and repeat purchase across supermarkets, convenience and online retail, whatever the category, from food and drink to beauty, personal care, household, pet care and non-food HORECA essentials like cleaning products, toiletries and disposables. That spans trade marketing to secure listings, shopper marketing to drive conversion in-store and online, digital, social and PR to build brand awareness, and brand experience that brings a brand to life beyond the shelf. As an FMCG branding agency, we also shape brand identity, on-pack design and NPD positioning that gets noticed on shelf and online
For jellybean, that means working across the full path to purchase. Whether it’s a gondola end in a supermarket, , a listing on a supermarket’s online platform or a promotion on pack, we know what’s possible in each environment and how to make it earn its keep.
If you already have an in-house trade or marketing team, we slot in alongside them. If you need a full-service partner, we’ll handle everything from media planning and buying to creative delivery and hands-on activation. Either way, you get the confidence that your brand will show up on time, on shelf and online, and deliver results retailers can see in the numbers.
why jellybean
proudly independent, employee owned and obsessed with fmcg
Our client list speaks for itself. We’ve worked with brands including Cheeky Panda, Untamed and Carol Boyes, as well as food and drink names such as Mutti, Maldon Salt, Rio Mare and Terry’s, , helping them build awareness, secure distribution and grow sales across the multiples, convenience and online. We also work directly with retailer fascias including Londis, Budgens and Premier
Our average retail client stays with us for over 8 years, which tells you more about how we work than any pitch deck could.
“jellybean is the benchmark in FMCG marketing.”
you’re in safe hands
decades of experience, and a proven track record that lets brands go bigger
Clients trust us because we deliver commercially, not just creatively. Our campaigns have been recognised by the World Food Innovation Awards, the B2B Marketing Awards and the Alliance of Independent Agency Awards, but the recognition we care about most is repeat business. When we commit to an FMCG campaign, it’s built to shift stock, not just look good in a deck.
why it matters now
UK retail is under pressure from every direction, and it’s not a food and drink story alone. Own label has already reached a record 44.2% share of UK supermarkets, and the same private label pressure is building fast across household, personal care and beauty aisles. New packaging and extended producer responsibility rules are adding cost and complexity for every FMCG category, while retailers increasingly charge brands for access to their own shopper data through retail media networks. Shoppers are visiting more often but buying less each time, and increasingly discover new products somewhere other than the aisle they’re stood in. Whatever the category, FMCG brands that treat trade and shopper marketing as a bolt-on will lose shelf space and sales to those that treat it strategically.
fmcg marketing case studies
fmcg marketing testimonials
