Pearls of Wisdom: How Flavour Moments Nailed the Selfridges Pitch

Born in Wales and inspired by a small French fromagerie, Flavour Moments has blossomed over the past two years. After a successful pitch to Selfridges at Bread & Jam Fest 2024, the award-winning goat's cheese pearls with flavour-filled centres have found their way onto the shelves of one of the UK's most iconic retailers. Founder, Philippa Galway tells us how she secured this listing, and what to expect from brand and buyer pitches.

Flavour Moments successfully pitched to Selfridges at the Bread & Jam Festival in 2024. What has happened since?

Pitching to Selfridges at Bread & Jam was a real turning point for us. Since then, we've continued conversations with national retailers (ones we had been lucky enough to secure pitches with), expanded our presence in independent stores across the UK (thanks to the Indie Walkway), and strengthened the foundations of the business to support growth.

It also gave us the confidence to continue developing new flavour concepts and product innovations while investing in our processes and production capabilities to ensure we're ready for larger-scale opportunities that are now becoming a reality. The exposure and connections we gained through Bread & Jam opened doors that we're still building on today, and I'm pleased to say we're still flying off the shelves in Selfridges!

What are your top tips when pitching?

Firstly, be authentic. Buyers aren't just assessing your product; they're assessing you and whether you're someone they want to work with. Secondly, prepare thoroughly and know your numbers, your story and your market inside out. Practice your pitch with as many people as possible and ask for honest feedback. Don't wait for perfection. When I pitched to Selfridges, our final packaging wasn't ready, so I created a mock-up (using White Tack for the pearls!) and focused on communicating the vision. Buyers appreciate resourcefulness and clarity as much as a polished presentation. Finally, don't worry too much if the pitch starts moving in a different direction - let the conversation flow naturally.

How has Bread & Jam helped your business grow?

Bread & Jam has been invaluable. Beyond the opportunity to pitch directly to buyers, the masterclasses, expert advice and networking opportunities, it has helped us sharpen our proposition and better understand what retailers are looking for. What you learn from just two days spent with industry experts, fellow founders and buyers is invaluable. Just remember to take a notebook and pen so you can write it all down! Many of the conversations and relationships that started there continue to benefit us every day.

What has been your proudest achievement to date?

One of our proudest achievements has been actually bringing our product to market and turning it into a commercially viable product that's gaining recognition from major retailers and consumers alike. Fellow founders of start ups and challenger brands will understand the sheer grit, determination and unbelievable hard work that goes into launching a product. It's a long process, but incredibly rewarding when you see your vision on the shelves and are able to secure more stockists.

There have been many other achievements. You're always really proud when you receive recognition in the form of an award - we were honoured to be awarded the 'Most Exciting New Product' at the Taste Wales 2025 Awards and also the 'Start Up of the Year' award at the Wales Food and Drink Awards, 2026, which was just incredible for a business that has been going for just over a year (officially!)

Which brands do you admire, and why?

I really admire Welsh food and drink producers who successfully combine provenance, quality and innovation to showcase the very best of Wales. Wales has the most incredible food and drink manufacturers, and it's an incredibly supportive community to be a part of.

I also admire start ups that never give up on the journey, which is, from my experience, a complete roller coaster!

More broadly, I'm inspired by brands that create memorable experiences around food, because that's exactly what we set out to achieve with Flavour Moments — transforming everyday occasions into something a little more special, whilst bringing people together.

Check out Flavour Moments’ range of award-winning Goat's Cheese Pearls with flavoured centres - perfect sprinkled on salads, pizzas, cheese boards and with crackers. And, say hello to Philippa at Bread & Jam Fest in London on 14th - 15th July - only 5 days to go so grab your ticket now!