Drumroll… 6Percent Triumphs in our Bread Winner competition, and The Oh Collective also secures investment!
It’s safe to say that we’re still beaming after this year’s Bread & Jam Fest! The feedback has been incredible, and over 1,300 delegates came through the doors of the Business Design Centre over the two days, which is a record! A huge thanks to everyone who took part and came along. We really value your support.
As part of our 10th anni celebrations, we launched the all-new Bread Winner competition, powered by Wayflyer, a high-profile investor-backed pitching contest designed to find the ultimate FMCG challenger brand with the most potential. Forty-two brands pitched live on stage across four categories: pre-seed (up to £250k), seed (£250k to £1.5m), impact brands sponsored by DOEN Ventures and female-founded businesses sponsored by HSBC Innovation Banking. Winners from each round then went head-to-head on the main stage, with the ultimate winner being announced at the close of the festival.
We are super stoked to announce that 6Percent came out victorious! And The Oh Collective also secured investment from Giles Brook as an unexpected bonus!
6Percent will now benefit from up to £95k in funding and business support that includes a four-week billboard campaign across 44 sites in London valued at £40k (Stratus and Backlite), legal advice (Joelson), branding work (A Tribe Called West), operational support (YF and Pesto) and social media support (Snackable), plus a stand at SIAL Paris 2026 (PS8 and SIAL).
The final decision was made by judges, serial startup entrepreneur Giles Brook, Mark Hockney from Stratus, Peter O’Callaghan from Square Root Holdings and Marie Petrovicka from Delli, with Liam Duggan from Wayflyer chairing the event.
Pitches from our other finalists, Good Mess, Kidnetics, JUCED, Third Culture Kat, and Spice Dept. were truly inspiring and 100% on point. It was a very tough decision indeed.
So, here’s a little bit about 6Percent:
Founded by wine aficionados and husband and wife team Russell and Gabriella Lamb, 6Percent was born out of their frustration at the after-effects of having a few glasses of wine, and the lack of satisfying low-no options on the market. The couple say that 6% ABV is the sweet spot, allowing wine to maintain its body and genuine flavour without leaving a mark the next day. Produced in Bordeaux, they say 6Percent is one of the first UK mid-strength wine brands to the UK market, and sales have grown by over 120% quarter-on-quarter. Currently listed with Ocado, soon to launch with Live Nation festivals this summer, and in talks with another major retailer, they are making big waves in this category.
Russell Lamb says "We have always loved the ritual of a great bottle of wine - the way it marks the end of a day and brings people together. But after becoming parents, we found that the fatigue which so often followed the next morning was a cost we could no longer afford.”
With Russell’s background in business change consulting for major retail and finance companies, together with Gabriella’s entrepreneurial and wine expertise, and Jason Sennit alcohol beverage expert, they decided that the all-or-nothing approach to drinking had to be reimagined. The idea for 6Percent was born.
Gabriella Lamb says “We couldn’t be more excited about winning The Bread Winner! It marks an important milestone in the evolution of our business and we can’t wait to benefit from the advice and cash investment from such esteemed investors and service providers. A huge thanks to everyone who has contributed to our prize, and to Bread & Jam for launching such a brilliant initiative.”
The Bread & Jam team is now recharging after a busy but exhilarating few days. It has been a total blast. We just need to get our ducks in a row before we start talking about our next event - FeelGood: The Health and Wellness Summit. It takes place on 9th October 2026, so lots of inspo before the festive season. In the meantime, enjoy these sunny days and evenings. Our picnic hampers are brimming over with gorgeous products from the fest!