UK Food & Drink Success Stories: How Flavour Moments Took Their Cheese Innovation to Selfridges

Flavour Moments started with a spark of inspiration in a French fromagerie and not long after, found itself pitching to Selfridges at Bread & Jam Festival 2024. From crafting a killer pitch deck and navigating last-minute packaging challenges, to staying true to her values in tough retail negotiations, founder Philippa Jackson shares how she got her cheese innovation onto buyers’ radars and her top tips for making your pitch count.

1. Tell us the story behind Flavour Moments. What led you to enter the cheese market?

Food has always been part of my DNA. I grew up surrounded by the aromas and rituals of my parents' restaurant, sneaking pieces of Turkish Delight from the kitchen—served traditionally on a saucer with coffee. That simple, thoughtful touch left a lasting impression on me and sparked a lifelong passion for flavour and presentation.

Professionally, I spent over a decade working in food for a major U.S. retailer, followed by time at one of the UK’s most beloved high street brands. These roles deepened my understanding of the evolving food landscape. I’ve always been that person who travels with a suitcase half full of snacks—visiting local delis, supermarkets and restaurants, always on the hunt for ideas and inspiration to bring home.

It was during one of these trips, in a small French fromagerie, that the idea for Flavour Moments struck. While the cheese was exceptional, I couldn’t help but notice a lack of innovation: same packaging, same portions, same applications. That moment was the catalyst—and Flavour Moments was born from the belief that cheese could be reimagined in both form and function.

2. How important is being a Welsh brand to Flavour Moments’ DNA?

It’s everything. Wales is where Flavour Moments was born—and where its identity was truly shaped. The energy here is unique: the space to think, the sense of community, and a thriving food culture that blends tradition with innovation. Whether I’m making deliveries, meeting fellow producers, or visiting local farm shops, I’m constantly reminded of the pride and passion that runs through Welsh food.

Being part of this community is a privilege, and it gives us an authentic voice as we help put Wales on the wider culinary map.

3. How did you prepare for your pitch with Selfridges? How were the nerves?

When I found out I’d secured a pitch slot with Selfridges, my first call was to my mentor at Cywain, Louise McNutt. While I was confident in presenting, the challenge was distilling the pitch—making it compelling, tight, and aligned with what a buyer really wants to hear.

I attended a fantastic Bread & Jam masterclass led by food consultant Karen Green, which helped me refine everything. From there, it was hours of iterations and invaluable feedback from Louise. On the day, nerves gave way to excitement. I even had the chance to practice my pitch with Karen in person—she offered some last-minute tweaks that gave me an extra boost of confidence.

4. What do you think made your pitch stand out? Any advice for other founders?

Authenticity and preparation. Buyers aren’t just choosing a product—they’re choosing the person behind it. You need to know your story inside out, and deliver it with clarity, passion, and purpose.

My biggest advice? Share your pitch widely before the real thing. Every bit of feedback sharpens your message. And even if your product isn’t fully finished—don’t let that stop you. I didn’t have final packaging ready, so I mocked up a tray with a sleeve, used White Tack to hold cheese pearls in place, and made it work.

If possible, take someone with you. Nia from Cywain joined me, took notes, and caught feedback I might’ve missed while presenting. That kind of support is invaluable.

5. Did you have a formal presentation or was it more like a chat?

I started with a structured pitch—both printed and displayed on my laptop—and left a hard copy with the buyer. It was important to leave something behind, especially since I didn’t have final samples.

But as often happens, the conversation quickly became more fluid. Buyers tend to know within minutes if something resonates, so they’ll steer the discussion toward the specifics they need. My advice? Don’t be thrown off if things deviate from your script. Stay flexible, read the room, and focus on what matters most to them.

6. As a Welsh brand, what was your experience landing listings with London-centric stores?

London’s retail scene comes with higher costs, tighter margins, and tougher demands. In one case, a retailer asked to lower an agreed price last minute—I had to walk away. It was a hard decision, but necessary to protect the business.

It’s also critical to have a dependable logistics partner, especially for chilled products. From maintaining the cold chain to meeting strict delivery windows, professionalism and product integrity go hand-in-hand. I also recently underwent a five-hour audit with a national retailer—daunting, yes, but a strong reminder of the quality standards we’re committed to.

These experiences taught me that confidence, resilience, and knowing when to say no are key to navigating this space.

7. What have you learned about scaling that you wish you’d known earlier?

Scaling is one of the toughest parts of building a food business. It demands letting go—delegating parts of the process that, as a founder, you’ve been deeply hands-on with.

Timing is everything. There’s a window where demand increases, but not consistently enough to justify hiring or expanding too quickly. But when that pivotal order comes, you need the infrastructure in place to deliver.

In our case, machinery wasn’t the bottleneck—people were. So I’ve had to learn how to trust others and bring in support. We’re now exploring automation and process improvements with AMRC to help scale smartly and sustainably. That’s the next big leap.

8. What’s next for Flavour Moments?

We’re developing new flavours and product innovations that stay true to the Flavour Moments ethos—elevated cheese experiences that surprise and delight. We’re also deepening conversations with national retailers and expanding our presence in independent stores across the UK.

The momentum from Bread and Jam has opened several exciting doors, and I’m optimistic about where these opportunities are leading us. As ever, there aren’t quite enough hours in the day—but that’s the kind of problem I welcome.