OUR NEW WEB SHOP OPENS 1.5.24
A GLIMPSE OF OUR BEST SELLING OFFERINGS BELOW - FOR OUR FULL RANGE VISIT OUR SHOP IN THE MENU!
AND WHEN ALEXANDER SAW THE BREADTH OF HIS DOMAIN, HE WEPT, FOR THERE WERE NO MORE WORLDS TO CONQUER.
HANS GRUBER
1988
KINGS ELITE SNACKS
Kings Elite Snacks was forged in 2014 with the aim of taking Biltong mainstream. 1 year from launch the brand had landed in every major retailer in the UK and 3 years later achieved a turnover of £10,000,000 before being sold to venture capitalists in a £20,000,000+ transaction.
The brand by 2020 represented 85% market share and was achieving sales of over 25 million bags across the major retailers in the UK and Europe. In October 2021 we for a final time sold the company to Valeo Foods, a food group with annual sales in excess of £1 billion, for a sale price of over £40,000,000.
THE LIONS KINGDOM
The Lions Kingdom is designed to bring the planets healthiest meat to the shelves of the UK. With half the calories of beef and one tenth the saturated fat, Ostrich is perfect for those on the hunt for lean meat on the go! Now Available in Sainsburys, Morrisons, Aldi, Asda, Coop, Iceland and B&M!
THE LAND OF THE SAMURAI
The Land of The Samurai has been designed in partnership with a Michelin Star Wagyu Master to introduce British consumers to true Wagyu Beef. Never crossbred, 100% Japanese and from The Land of The Samurai. Now available in Aldi for £29.99 and coming soon to other major retailers in the UK!
HI FIBRE POPPED CRISPS
Hi Fibre is here to introduce meaningful nutrition to every day snacking. We use ingredients that still contain the nutrients from the superfoods they are made from to try and make snacking a meaningful nutritional experience in a market full of empty calories.
I VOW TO THEE MY COUNTRY
I Vow To The My Country exists to bring the best of the world and combine it with the best of Britain. Now proudly listed in Iceland, Sainsburys and coming soon to three other major retailers!
ATHLETIC PEANUT BUTTER
Unleashing the power of peanut butter from glass jar prisons and dusty cupboards. Natures ultimate superfood both high in protein and high in fibre has broken free! Now available in Morrisons and Asda!
ICE TIPPLES
Ice Tipples is here to bring all the fun of your favourite cocktail to the worlds most delicious desert! Unlike many so 'alcoholic ice creams' which contain a whopping 0.2% alcohol, we truly deliver with 3% alcohol! This is no easy feat on the basis that alcohol is an anti freeze and so this took an awfully long time to perfect!
However, we are delighted to announce that we have and now we live in a world where you can get drunk eating ice cream!!!
SILVERBACK SOUP
SILVERBACK Soup is innovating in the instant pasta space with pasta which has 15g of protein, 155 calories and is very high in fibre. It exists to bring nutrition and incredible taste to the instant pasta space!
HEAVENS POPCORN
The dawn of honey popcorn is here. Popcorn sweetened using natures sugar, honey with a focus on leading the honey revolution. A world where we sweeten our snacks with honey has more bees, plant diversity and less monocrop agriculture.
THE YOUNG BULLS
The Young Bulls is here to deliver the most powerful flavours in the kingdom of food to adventurous consumers on the go! Here to innovate and add value to sausage and burger categories this is one of The Heroes Journeys favourite businesses!
HEAVENS SHORES
Heavens Shores is designed to bring the most luxurious and sustainably sourced fish offerings to the shores of the UK! We specialise in offerings like Mahi Mahi and Barramundi which are known for their higher protein levels, lower calorie levels and their rich creamy flavour profiles.
HEAVENLY PET TREATS
Heavenly Pet Treats is designed to bring the highest quality pet treats and ingredients to your best friends taste buds! We pride ourselves on using only the most natural human grade ingredients and once you see how your best friend reacts to our treats vs ordinary pet treats you will see the difference!
TUMMY & MIND BISCUITS
Tummy & Minds biscuits are designed to transform the biscuit category from a space dominated by nutritionally empty and without benefit treats to a space where unique needs around fibre and gut health can be satisfies and true innovation can once more take place.
HOPLITES ENERGY DISCS
A next generation of healthy snacks designed to meet consumer demand for energy on the go but without all the artificial sweeteners currently dominating the market via energy drinks. The next generation of energy snacking is about to be born!
THE LOCH NESS HAGGIS
Meat innovation through the vehicle of Haggis, a business designed to not just offer incredible tasting products but also preserving the natural habitats of monsters dwelling in lochs across the Scotland!!
THE FOREST KINGS
We are entering the sweet sector on a mission to add value to a nutritionally empty space. We will do this by delivering natural gummies, low in sugar that deliver a fibre content so when its time to indulge, you can indulge with a nutritional benefit!
THE SAVOURY PROTEIN BAR
We believe that that the future of the Protein Bar sector has more dimensions than chocolate deserts infused with whey protein! We believe that protein bars can taste much better reach horizons far beyond artificial desert products filled with calories!
THE ART OF PERSISTENCE
We are excited to bring to life a natural alternative to the many artificial energy gels that lead the market for long distance runners and endurance athletes. We believe in nature there are better solutions and through nature our athletes can attempt to master The Art of Persistence!
FRUITBAT
We believe there is an exciting opportunity through a carefully dehydrated Mango offering to deliver delicious and nutritionally meaningful nutrition on the go! FruitBat Mango is a natural probiotic, rich in natural fibre and vitamin C too!
WALK UPON ENGLANDS MOUNTAINS
We believe an exciting opportunity exists to re-introduce Lamb to the UK consumer by helping them better understand the supply chains and the many incredible benefits of this protein outside of just an incredible taste!
PARADISES COCONUT ROLLS
We believe there is an incredibly exciting opportunity to innovate through Coconut rolls, a fantastic tasting snack for those wanting something more exciting than the traditional snacks on the shelves of the UK, it also helps our Coconut Rolls are high in fibre and low in calories!
THE SPARTANS PORRIDGE
Forged to create a new category of porridge so ambitious individuals can start their day in the best way possible with a blend of protein, collagen, fibre and natural caffeine! Most importantly it tastes absolutely fantastic!
MANGALICA
A Phoenix Songs is a company we have created with the singular aim of resurrecting incredible proteins from the past which have through factory farming been almost eliminated. Mangalica is a classic example, incredibly low in cholesterol, rich in omega 3 & 6 as well as antioxidant rich too! Coming to shelves near you soon!
THE SUNSHINES
A company designed to celebrate all the incredible snacks made possible when the sun shines! Unlike conventional snacking options The Sunshines ranges will hold supply chains and ingredients very closely linked with flowers and seed based offerings.
NEUBRIA
Neubria is a health supplement brand that was founded with the belief that the mind AND body are inextricably linked. We aim to create products for people who want a holistic and all-inclusive approach to wellbeing. Our approach differs as our products are scientifically proven to target physical, mental and emotional needs.
THE HEROES JOURNEY - KEYS2RETAIL
At The Heroes Journey we have created a specialist division which works with strategic partners on entering major retail with their products. After all, we are specialists in creating new propositions and establishing them across major retail as challenger brands and category captains which is very difficult. When we access existing and established brands it is far easier for us to make quick progress in major retail by utilising our expertise.
On this venture we work with established businesses with recognised brands looking to enter major retail, international companies looking to enter the UK market and new businesses hoping to launch their products in major retail.
THE HEROES JOURNEY - AGOGE
An Agoge was the name of the educational system Spartan society applied to its children so they were equipped for the trials and tribulations of the time they lived in. What better name for our incubator program!
We believe in the power of business to revolutionise the fortunes of hard working, aspirational individuals brave enough to pursue their dreams. This is why we have created our incubator program where aspiring entrepreneurs in Yorkshire can join The Heroes Journey and benefit from its facilities, team and expertise.
We work with promising start-ups in return for equity and take them through the full process of establishing a brand in major retail and building a business. If you have a dream and believe in bringing it to life please contact us and we can see if we can go on a journey together.
THEN OUT SPAKE BRAVE HORATIUS,
THE CAPTAIN OF THE GATE:
TO EVERY MAN UPON THIS EARTH
DEATH COMETH SOON OR LATE.
AND HOW CAN MAN DIE BETTER
THAN FACING FEARFUL ODDS,
FOR THE ASHES OF HIS FATHERS,
AND THE TEMPLES OF HIS GODS
THOMAS BABINGTON MACAULEY
1842
THE HERITAGE
AN ORGANISATION FORGED BY A FAMILY OF FORMER INTERNATIONAL RUGBY PLAYERS
THE CUSTOMERS
THE UNITED KINGDOMS LARGEST AND MOST ELITE MAJOR RETAILERS
IT IS NOT THE CRITIC WHO COUNTS; NOT THE MAN WHO POINTS OUT HOW THE STRONG MAN STUMBLES, OR WHERE THE DOOER OF DEEDS COULD HAVE DONE THEM BETTER. THE CREDIT BELONGS TO THE MAN WHO IS ACTUALLY IN THE ARENA, WHOSE FACE IS MARRED BY DUST AND SWEAT AND BLOOD; WHO STRIVES VALIANTLY; WHO ERRS, WHO COMES SHORT AGAIN AND AGAIN, BECAUSE THERE IS NO EFFORT WITHOUT ERROR AND SHORTCOMING; BUT WHO DOES ACTUALLY STRIVE TO DO THE DEEDS WHO KNOWS THE GREAT ENTHUSIASMS, THE GREAT DEVOTIONS; WHO SPENDS HIMSELF IN A WORTHY CAUSE; WHO AT THE BEST KNOWS IN THE END THE TRIUMPH OF HIGH ACHIEVEMENT, AND AT THE WORST, IF HE FAILS, AT LEAST FAILS WHILE DARING GREATLY, SO THAT HIS PLACE SHALL NEVER BE WITH THOSE COLD AND TIMID SOULS WHO NEITHER KNOW VICTORY NOR DEFEAT
THEODORE ROOSEVELT
THE TEAM
CHARLIE SIMPSON-DANIEL
CHIEF EXECUTIVE OFFICER
Charlie is a former international rugby player turned entrepreneur. He launched his first business Kings Elite Snacks, a meat snack venture in 2014 and within six months landed his product on the shelves in Tesco, Sainsburys, Morrisons, Asda, Aldi, Lidl, Waitrose, COOP, Costco, Wh Smiths, Boots, Holland & Barretts, B&M and Home Bargains.
He doubled his annual sales and profits year on year before leading the sale of the business to venture capitalists in 2018. He continues to manage the sales of this business which exceed £20 million annual and represent 85% market share. Charlie also founded the brand Revolution Waves in 2017 which he launched in Tesco, Asda and the Co-Op Food to Go categories before selling this business to venture capitalists in 2019.
Charlie continued to continue working with the venture capitalists that purchased the company in 2019 with the target of taking the business to a final sale in 2022. During this time he agreed a partnership with England Rugby and the business acquired a failing competitor. The goal of selling this business completed in 2021 through a £40,000,000+ transaction to the Billion pound company Valeo Foods. Charlie exited the business the second this final deal completed so he could focus solely on The Heroes Journey.
MILKO GUGUTKOV
MANAGING DIRECTOR
Milko is very much the heartbeat of The Heroes Journey and someone that has been on an incredible journey in the food industry. He began his journey in his youth where while studying he ran his own rabbit farm in Bulgaria before completing university and relocating to the United Kingdom
Milkos experience in the food industry is second to none with him holding experience operating and directing fruit farms, high speed packing lines as well as extensive experience in snacking. More recently he played a fundamental role in helping scale a prominent snacking group prior to setting up his own consultancy business where he continued to work with some of the countries leading food manufacturers with a particular focus on frozen supply chains.
Milko is a new addition to the business in his first role as Managing Director. Milko is responsible for managing The Heroes Journeys team and ensuring efficiencies across our three manufacturing facilities in Yorkshire.
REBECCA ROWELL
CHIEF CREATIVE OFFICER
Rebecca is the Creative Director in The Heroes Journey and the Managing Director of Heavens Popcorn where she is focused on bringing a value added popcorn proposition to market. She played a key role in building the Kings Biltong brand and is mother to Alfie Simpson-Daniel & Arthur Simpson-Daniel, her and Charlies sons.
Rebecca is an incredibly hard working mother and understands the importance of natural snacking on the go for children and will be leading the Heavens Popcorn brands launch into major retail in 2024
MIKE DANIEL
CHIEF FINANCIAL OFFICER
Mike has worked with Charlie ever since Charlie first founded Kings Biltong and played a key role in the early days of this business and in the scaling of The Heroes Journey.
Mikes experience in business is extensive with his vast experience in founding and scaling ventures in the security industry prior to working with Charlie.
Mike works closely with Charlie on the financial strategy of The Heroes Journey and has been fundamental to the creating of our manufacturing infrastructure and our three factories across Yorkshire.
JAMES SIMPSON-DANIEL
CHIEF OPERATING OFFICER
James is a former international rugby player who made his debut for England aged 19 playing against the All Black legend Jonah Lomu as his opposite man. He went on to have an incredibly successful career with Gloucester and holds the accolade of a place in the premiership hall of fame. All while doing this he co-founded the brand Kings Elite Snacks and Revolution Waves with his brother Charlie.
James works in hand with Charlie on all of their business ventures to ensure that the same passion and enthusiasm that produced such excellence on the rugby pitch is at the heart of all of their business activities. James holds powerful networks in the world of sport and ensures the brands we work with have the right exposure and marketing support needed to thrive in major retail so they don't find themselves lost on shelf.
GARY QUINN
OPERATIONS DIRECTOR
Gary is an individual with an incredible wealth of experience in the food industry as a proven entrepreneur and engineer by trade. Gary is absolutely unique in his capacity to create scalable manufacturing infrastructure that can move incredibly quickly in line with major retail demand.
Gary works very closely with Charlie and Milko to ensure that we don't just produce best in class products, but that our supply chains that extend across the globe run smoothly and efficiently.
Gary is an incredible individual with an absolutely unique capacity to build incredible relationships with suppliers. Gary primarily manages our largest venture The Lions Kingdom where he spends a large amount of time with our suppliers across Africa.
MIKE TINDALL
NON-EXECUTIVE DIRECTOR
Mike has worked with Charlie ever since they first founded Kings Biltong with his brother James and played a critical role in the success of this first business journey.
Mike has joined Charlie on a number of other journeys including The Wizards Magic and The Land of the Samurai and is someone that shares critical wisdom on these journeys as they pursuit success.
Mike achieved just about all it was possible to achieve in the game of rugby as a world cup winner and former England captain. He is seeing the same success across everything else he has embarked upon since leaving the game of rugby.
DAN HARRISON
NON-EXECUTIVE DIRECTOR
Dan is an individual who played a vital role in the life of Charlie and his families journey in early education. He is currently the Headmaster of Sedbergh school and has been a lifelong mentor to Charlie.
Dan shares his wisdom and experience with Charlie and the senior management team with a special focus on corporate culture and strategic decision making.
In Charlies words, "Dan is one of the most inspiring individuals I have ever come across and I'm incredibly blessed to work with him as a mentor as is our business to benefit from his wisdom. One of life's truly exceptional human beings."
ROLAND FROEBEL
NON-EXECUTIVE DIRECTOR
Roland is an industry leading expert whose time in the food industry includes roles at Mars, Goldenfry Foods, Greencore, Premier Foods, Sante Foods, Symingtons, Fox's Biscuits and Baxters Food Group. He has worked in Technical Director roles supplying brand and own label to Tesco, Sainsburys, Morrisons, Asda, Aldi, Lidl, Co-Op, Costco, Waitrose, Wh Smiths, Boots and Home Bargains.
Roland works closely across the ventures ensuring best in class supply chains that can support our brands as they scale towards category captain status.
JONNY KENNEDY
NON-EXECUTIVE DIRECTOR
Jonny is a former international rugby player who had an exciting career at Sale Sharks which very sadly was cut short due to a number of head injuries early on in his career. As such Jonny went on a new mission to create one of the UK's most exciting cognitive health brands which he launched in Holland & Barrett as well as a number of international markets across the globe!
Jonny in his early rugby playing days used to train with Charlie as they both pursued professional rugby careers and they have entered into a partnership with Heroes and Neubria working together on launching a ready to drink range in major retail in 2024!
TOM HUGH RIDDOLLS
NON-EXECUTIVE DIRECTOR
Tom is a Director in The Heroes Journey and the Managing Director of Beau-T-Full which is a range of organic herbal tea and coffee offerings. The brand is focused on making the world a more Beau-T-Full place through offerings with active ingredients that support mental and physical wellbeing.
Tom is an entrepreneur with experience in creating brands across a number of sectors in the food industry. He also worked in the lumber industry and helped scale a family owned lumber mill in Alnwick, working closely with and mentoring a young and up and coming MD. Tom understands the importance of health, wellness and environmentally friendly propositions.
DAN NORTON
NON-EXECUTIVE DIRECTOR
Dan Norton is a former international rugby player who has played more minutes and scored more tries in an England Sevens shirt than any other human in history. He and Charlie both debuted together in England Sevens and have created a number of ventures together over the years.
Dan is a seasoned entrepreneur who co-founded the Revolution Waves brand which he launched into Tesco, Asda and the CO-OP. He spends much of his time travelling internationally however when in the UK is located in London and in 2024 will launch his next food business!
ROBERT SCOTT
NON EXECUTIVE DIRECTOR
Robert is the MD of one of the countries leading family owned lumber mills. Robert holds unique knowledge in manufacturing practices that are multi-generational and plays a key role supporting The Heroes Journey and the investments it has made in its 3 manufacturing facilities across Yorkshire.
Robert brings a unique wisdom to the organisation that is vital in the companies future as a branded food and drink manufacturer.
VIOREL TICLEA
LOGISTICS & SUPPLY CHAIN MANAGER
Viorel is one of the most critical members of our team who works tirelessly across over 100 supply chains to ensure best in industry practices. Viorel has been fast tracked through the business and works closely with Milko, Catherine, the Brand Directors and Managers to ensure each venture can scale quickly in response to major retail volumes.
Viorel is the glue that holds each business together and an outstanding individual with a unique work ethic!
MADDY HARRISON
BUSINESS DEVELOPMENT MANAGER
Maddy is a product of Sedbergh School and so has benefitted from the same foundations Charlie, James and Tom have. She is by far the most mature 19 year old the business has ever encountered (by far) and she works across all key departments in the business while also studying Business Management at university.
Maddy is an incredibly talented individual and it is only a matter of time before she is running the company!
James Whittaker
Business Development Manager
James is an incredible individual with the gift of being able to build unique customer relationships that allow his customers to maximise their revenue potential. James has worked at some of the UK's largest wholesalers and is responsible for leading the sales efforts outside of major retail.
James is incredibly hard working and although he joined the business at the end of 2023, he has already become a key personality in the team!
Max Gregory
Operations Manager
Max is an extremely hard working individual with a very bright future in our organisation. Max works very closely with Milko and is responsible for managing our team of operatives across our manufacturing facilities.
Max has a fantastic history in the food industry working in large and small scale food manufacturing operations and is very much a rising star in The Heroes Journey!
SUCCESS STORIES
ALEXANDER WEPT WHEN HE HEARD ANAXARCHUS DISCOURSE ABOUT AN INFINITE NUMBER OF WORLDS, AND WHEN HIS FRIENDS INQUIRED WHAT AILED HIM, 'IS IT NOT WORTHY OF TEARS,' HE SAID, 'THAT, WHEN THE NUMBER OF WORLDS IS INFINITE, WE HAVE NOT YET BECOME LORDS OF A SINGLE ONE.'
PLUTARCH
AD C.60
CONTACT US
Unit 2A Northminster Business Park
Upper Poppleton, York. YO26 6QU
GEORGE DRAKE
NON-EXECUTIVE DIRECTOR
George is a former international rugby player, turned scholar of economics who works closely with the Directors of The Heroes Journey on their total business strategy. George has spent a lifetime studying economic strategy and is an expert in Keynesian Economics which he wrote his thesis on in the early 1940's. Despite his intellect he is terrible at Polytopia, a game theory based strategy game where he has a pitiful elo score of 812.
George brings over 80 years theoretical experience and guidance and his core principals of economics have played a critical role in developing The Heroes Journeys brand strategies.
Jasmine Hannaway
MANAGING DIRECTOR - THE CHAMPIONS KITCHEN
Jaz is an incredible individual who leads the businesses sales activity into the independent sector, primarily targeting the education sector. She is blessed with a unique understanding of this sector and the unique conditions it takes to prove successful in this space!
Jaz works very closely with Ama and brings a warmth and incredible kindness to The Heroes Journey as she leads our business The Champions Kitchen which proudly supplies over 50 schools across the North of England with healthy drinks and snacks!
Dr CATHERINE CROMPTON
TECHNICAL DIRECTOR
Catherine is one of life's extremely rare individuals in that she lives and breathes everything she does! Catherine has worked with some of the planets most sophisticated food manufacturers ensuring best in practice supply chains and has a degree, PhD and Post Doctoral research in Food Science and Flavours.
Catherine not only enforces strict protocols across our supply chains and ensures compliant packaging but has played a critical role in our manufacturing facilities obtaining best in class results from announced and unannounced audits across our Yorkshire sites. Catherine is also an expert in product development across sweet and savoury categories.
Catherine joined the business in 2024 and has made an incredible impact in our supply chains and the ever improving quality of our offerings.
AMA SAMBHI
ACCOUNTS DIRECTOR
Ama works very closely with Jaz managing the independent customers we service and is one of the most talented account managers the business has ever encountered. Ama is not just blessed with unique insight into her customers needs but also an incredible work ethic and positivity that is contagious!
Ama is naturally a key member of our organisation and her and Jaz have achieved incredible growth in The Champions Kitchen.
JOE HEPWORTH
NPD DIRECTOR
Joe is an individual with a God given talent when it comes to food. He leads all of our innovation and continuous improvement strategies around our existing products. Joe takes concept all the way from the NPD kitchen to the factory and makes sure quality is never compromised when mass producing.
Joe is at the very heart of our organisation and our innovation strategies which he leads with a unique passion.
Geoffrey Norton
Warehouse Assistant Manager
Geoff is an incredibly hard working individual who works very closely with Viorel within our supply chains to ensure best in practice supply chain management.
Geoff has a long history in the food industry and is a key member of the team. He also has a fantastic relationship with Jas and Ama and works closely with them on The Champions Kitchen too!
JIM HOLDSWORTH
SALES DIRECTOR
Jim is someone with a long history with Charlie with them both attending Sedbergh School together in the Lake District. Charlie employed Jim in his first role as a graduate straight out of Loughborough University and Jim was very much Charlies sales prodigy as they both scaled their brand Kings Biltong.
After Charlie exited his journey with Kings upon the sale to Valeo Foods, Jim remained where he managed all of the sales into the major retailers for what at the time was the UK's leading Biltong and Jerky business. Jim then left Valeo Foods to join his family's business where he ran of the UK's leading privately owned Cashmere businesses working closely with his family.
Jim recently joined The Heroes Journey at the beginning of 2024 and is responsible for once again working with Charlie managing major retail accounts across chilled meat, frozen and confectionery categories with a particular focus on The Wizards Magic brand!
CAMILLA LANATA
MARKETING DIRECTOR
Camilla is an incredibly talented marketeer with a Masters in her field from the University of York. Camilla manages our herbal tea venture Beau-T-Full where she is responsible for all marketing activities on this venture as well as generating new sales opportunities.
Camilla is a uniquely inspiring individual who is very much at the heart of our company and it's unique family culture!!