About
Insights from founders, buyers, designers and industry insiders on what it really takes to win on the shelf.
Shelf Appeal is a publication dedicated to the people building the next generation of food and drink brands.
The shelves of supermarkets, farm shops and independent retailers are more competitive than ever. Hundreds of new products launch every year, yet only a handful go on to secure meaningful distribution and long-term success.
Shelf Appeal explores what separates the brands that make it from the ones that don’t.
Through founder interviews, industry insight and expert commentary, we look at the real mechanics behind building a successful food and drink brand – from packaging and positioning to retail strategy, distribution and routes to market.
Our aim is simple:
to share the knowledge that helps good products become great brands.
We speak with founders, buyers, designers, distributors and industry experts to uncover the decisions, challenges and breakthroughs behind modern food and drink businesses.
If you're building a food or drink brand – or thinking about it – Shelf Appeal is for you.
Ben Martin
Ben Martin is a brand strategist and founder of Royal Flush Marketing, a specialist brand and marketing consultancy working with ambitious food and drink brands.
Over the past decade he has helped challenger brands move from concept to retail shelves, working across brand identity, packaging design and retail strategy.
His work has contributed to listings with retailers including Tesco, Sainsbury’s, Morrisons, Ocado, Selfridges and Holland & Barrett.
In 2025 Ben’s work received Gold at the Dieline Global Awards for Brand Identity, recognising excellence in international packaging design.
Through Shelf Appeal he shares practical insights on building brands that not only look good on the shelf – but earn their place there.
David Young
David Young is a food and drink consultant with more than 20 years’ experience working across the UK grocery industry.
He began his career at Sainsbury’s, buying across perishable food categories and building strong supplier relationships before moving to Booker, where he worked across chilled foods, innovation and category development.
David later worked with the Co-operative and has experience on both sides of the desk – buying, selling and developing products within retail and food manufacturing businesses ranging from global brands to early-stage startups.
Today he works with food and drink companies to help them navigate the realities of retail – from category positioning and product development to supply chain, pricing and buyer strategy.
In short, he understands how retail works because he has worked inside it.