At Whatever Brands, our mission has always been clear: to shake things up in the global food and drink world. We want to make it easier for people everywhere to enjoy better choices at better prices, without compromising on taste, design, or values.
With offices in London and New York, and a global portfolio that continues to grow, we build, market, and distribute brands that people genuinely connect with.
Backed by more than 50 years of collective expertise, we turn bold ideas into household names. We’ve launched hundreds of products across more than 20 global markets, bridging the gap between idea and consumer with speed, creativity, and impact.
From product development to brand management and distribution, we manage every stage of the journey. We track global trends, develop products with a lighter environmental footprint, partner with trusted licenses, and ensure our brands reach the right markets with strong marketing and logistical support.
Innovation, sustainability, and meaningful change drive every decision we make.
A Three-Year Export Journey That Reshaped Our Business
Exports have become the engine of our growth. Over the last three years, they have evolved from an important part of our strategy into the core of our business.
In 2022, exports accounted for 38% of our turnover. By 2023, this figure had increased dramatically, and by 2024 exports represented 51% of total turnover. This marks a more than sixfold increase in just three years and reflects both the strength of our brands and the demand for accessible, affordable, high-quality products worldwide.
Europe: The Foundation of Our International Growth
Europe has been at the heart of our export success.
Germany represents 38% of our total exports.
The Nordics contribute 23%, demonstrating our ability to tailor products to regional preferences.
Benelux accounts for 13% of exports.
Eastern Europe adds 7%, showing strong potential for continued expansion.
This diversified European base demonstrates our adaptability—whether working with well-established Western European retailers or growing in fast-emerging Eastern markets.
Expanding Into North America
One of our biggest strategic milestones has been entering North America—an influential but highly competitive region. The market currently represents 4% of our exports, but the momentum behind that number tells a larger story.
Our partnership with Dollar Tree has enabled us to reach a mass-market audience, while new agreements with major distributors have strengthened our ability to scale. We’ve also expanded our licensing portfolio across the region, ensuring long-term brand recognition and sustainable growth.
Building a Future in Asia
Asia is one of the fastest-growing consumer markets in the world, and our early work in the region is already opening exciting opportunities. Engagements with key importers—particularly for our children’s product ranges—signpost strong demand for fun, innovative, affordable products.
By tailoring our portfolio to regional needs and investing in local partnerships, we are laying the groundwork for long-term expansion across Asia.
Global Trade Shows: A Catalyst for Growth
International trade fairs have played a crucial role in expanding our export reach. Over the last three years, we have showcased our brands at leading events across the United States and Asia, including Foodex Japan, which provided unparalleled access to Asian buyers.
We had an amazing time in Anuga, one of the world’s most influential food and drink exhibitions, where we will continue building momentum and meeting global partners.
Overcoming Global Challenges with Determination and Agility
The past few years have presented a uniquely complex trading environment. Political shifts, economic volatility, and regulatory changes have challenged businesses worldwide—and Whatever Brands was no exception. Yet each obstacle strengthened our resilience.
Navigating Tariffs in the United States
The introduction of tariffs during the Trump administration increased the cost and complexity of exporting to the US just as we began expanding there. Rather than stepping back, we worked closely with partners, refined pricing, and improved supply chain efficiencies. This enabled us to stay competitive and positioned us strongly for long-term growth once conditions stabilised.
Managing Economic Volatility
Global currency fluctuations affected both our partners’ purchasing power and our own margins. To mitigate this, we diversified across multiple regions, strengthened financial planning, and implemented hedging strategies where appropriate. These measures protected our long-term growth trajectory.
Addressing Brexit-Related Challenges
Brexit introduced new customs processes, regulatory requirements, and potential delays. Because Europe is our largest export region, these changes could have significantly disrupted operations. Instead, by investing in compliance expertise and working with specialised logistics partners, we maintained strong customer relationships and continued to grow in key markets such as Germany and the Nordics.
Supporting Customers Through Financing Solutions
Many international customers rely on credit terms to manage their cash flow. As a fast-growing company, balancing this need with our own financial stability required creativity. We strengthened banking relationships, developed tailored financing solutions, and introduced phased credit arrangements. This strengthened trust across markets and supported sustainable long-term partnerships.
Why Whatever Brands Won Exporter Management Company of the Year
Whatever Brands was awarded Exporter Management Company of the Year because we have demonstrated what modern, values-driven global expansion looks like. Over the past three years, exports have become the driving force behind our organisation, shaping our growth strategy, accelerating our innovation pipeline, and strengthening our global partnerships.
A Standout Export Performance
The judges recognised our ability to scale quickly, strategically, and sustainably across multiple regions. Exports now represent more than half of our total turnover, supported by a solid European base and an expanding presence in North America and Asia. Our partnerships with major international retailers and distributors have elevated our brands onto a global stage, proving that high-quality, affordable products can succeed in any market.
Resilience in a Challenging Global Landscape
We didn’t simply grow during uncertainty — we thrived. By navigating tariffs, Brexit challenges, currency volatility, and macroeconomic shifts with agility and foresight, we strengthened our operations and fortified our long-term strategy.
Innovation and Sustainability at the Heart of Our Expansion
Our team continually anticipates global trends and develops products that reflect evolving consumer needs. Investments in sustainable packaging, healthier formulations, and thoughtful brand extensions ensure our portfolio remains relevant and responsible.
Active and Influential Global Engagement
Our presence at leading international trade shows — from Foodex Japan to Anuga 2025 — demonstrates our commitment to understanding diverse markets and building long-term partnerships that fuel global scale.
A Vision for the Future of Food and Drink
Ultimately, we won because Whatever Brands represents the future of the industry: performance backed by purpose, innovation strengthened by sustainability, and growth powered by global collaboration. We believe in accessibility without compromise, and in building brands that matter — to people, to retailers, and to the world around us.
Being named the FDEA Export Management Company of the Year 2025 is an honour that reflects the dedication of our team and the trust of our global partners. It marks not only what we have achieved, but the momentum we will carry into the next chapter of our international journey.
