UK Food & Drink Success Stories: Reclaim Just Got Listed on Zapp

If you’re wondering if attending a Bread & Jam event really makes a difference, then keep on reading. We caught up with Todd Bruce, Founder of Reclaim Drink, hours after he got a listing on Zapp and asked him this very question.

What first inspired you to launch Reclaim?

The original concept was born out of deep frustration. I spent a lot of my life hungover and, without fail, I’d go to the shops the next day looking for something to help me replenish and rejuvenate. Every time, I’d leave with five or six different drinks, each offering a different function. One day, I thought, why has no one created one drink that combines everything while maintaining potent doses?

Fast forward eight months, and we’re not just a hangover drink; we’ve pivoted into recovery as a whole. To my surprise, a lot of people were buying Reclaim not because they were hungover but because they felt rundown, burnt out or just not at their best. It became clear people were looking for high-quality, simple, convenient recovery, whether that’s post-workout, during a busy week or after a few glasses of wine.

How did you make sure your application to pitch at our FeelGood Summit in 2025 stood out?

I tried to be genuine and authentic. Reclaim is an incredible product, completely unique, and leading the way in functional drinks so I focused on communicating my feelings in an authentic way, while layering in as much storytelling as possible. Facts are great, but people buy into stories.

Were you totally retail-ready when you applied?

Yes. I made sure my first production run had everything it needed to go straight into retail. You never know when that call might come, and you don’t want to say, “Give me a couple of months while I sort things out”. Being ready meant I could fulfil any interest immediately.

How did you prepare for your 10-minute pitch?

Honestly, I paced around outside quite a bit, drank a Reclaim, and tried not to think about the pitch. It’s not conventional, but I’ve found that if I overprepare, I end up tripping over trying to stick to a script. If I stay authentic, speak genuinely and talk with passion, I naturally cover the important points. So I was intentionally underprepared.

Did you share your commercial or promotional plans in the pitch?

No. I didn’t take anything in with me other than a can and a cup. That moment was about connecting with the buyer. You don’t build a real connection by pointing at slides in a PowerPoint. I can always send that afterwards. In the room, it was about eye contact, conversation and building a genuine bond.

Is exclusivity something you consider?

I’ve never really been a fan of exclusivity. What feels right today might feel like a bad decision tomorrow. I also think it can devalue your perception of your own product. Unless it’s with someone truly massive, I believe you should back yourself and your product rather than handcuffing your growth for limited access.

How long did you wait to follow up?

I don’t remember exactly, but most likely that same evening or the next morning. Every minute that passes after meeting someone, you become a little less relevant. I genuinely believe speed is one of the most powerful advantages in business. Just make things happen.

What’s next for you and the brand?

I’m probably one of the most unorganised people on the planet, which is both a strength and a weakness. It means I can create opportunities out of nowhere, like striking up a conversation in a queue and turning it into something meaningful. But it also means I don’t always have a rigid plan. What I do have is a clear vision. There are some big things in the pipeline, and I’m slowly shifting from being constantly stressed to a bit of excitement growing in my bones as things start moving in the right direction.

Are you coming to the Bread & Jam Festival in July, and what are you most looking forward to?

Yes, I’ll be there. I booked early to grab the early bird discount. What I’m most looking forward to is the pitching. Some stand out buyers I will be looking forward to applying to pitch to are Mahalo, Diverse Fine Food, DDC Foods, Sainsbury’s Mr Lemonade, Joe and the Juice, Bidfood, Waitrose, Gail’s, Brakes, BP, Blank Street, David Lloyd and Healf. It’s such a rare opportunity to get face-to-face with buyers. That kind of access is incredibly valuable.

Don’t miss the biggest event of the year for FMCG challenger brands! Bread & Jam Festival is back on 14th - 15th July.