Building a Multi-Million Pound High-Protein Frozen Meal Brand From A Gym Freezer | Craig Allen - GSN

We talk with Craig about how he leaves university, learns the fundamentals of margin and negotiation in meat trading, and turns a steam-cooked chicken discovery into GSN. We break down the scrappy freezer-in-gyms launch, the Covid pivot to e-commerce, and the principles that keep the brand focused on profitable growth.  leaving university to gain real-world experience in a family commodity trading business  Learning negotiation, margin, factory operations and spotting value in overlooked stock  the steam-cooked chicken moment and why convenience solves a real problem  choosing gyms as the first channel and placing branded freezers to create demand  handling rejection through cold outreach, common ground and a money-back guarantee  learning practical skills fast through trial, error, YouTube and asking for help  buying a decommissioned Tesco truck to solve frozen logistics and scale deliveries  building an efficient delivery route before hiring help  moving from credit-led growth to upfront payments to protect cash flow  pivoting during Covid by building paid ads and a stronger direct-to-consumer website  developing new high-protein ready meals by tracking food trends and relentless testing  expanding into under-served channels while avoiding over-reliance on one big retailer  GSN Wesbite Support the show