Students pitch new product ideas to The Skinny Food Co

Staff and students standing in a row in a lecture theatre.

On Wednesday 21 February, second year undergraduate students pitched their new product concepts to The Skinny Food Co.

Presenting to Co-Founders James Whiting and Wayne Starkey, this unique opportunity forms part of the ‘Advanced Professional Skills’ module led by University Teacher Rachael Mabe, in which the top 10 of 93 groups were invited to pitch.

Each team was tasked with creating a new product innovation to be launched by The Skinny Food Co, complete with thorough research and reasoning including a SWOT analysis, market research, costings, marketing campaign and creative design – on a £250,000 budget.

A huge variety of ideas were presented including biscuits, desserts, noodles, cereal pots, clear whey protein, bubble tea, açaí powder, popcorn and sushi

The winning idea chosen by James and Wayne was low-sugar gummy vitamin sweets – pitched by Ben Arden, Lydia Dey, Joseph Edwards, Rayan Grainger and Sumaiyya Hasan.

Joseph Edwards of the winning group said: “This was a great experience and it was really enjoyable meeting new people and working together as a team, as we didn’t know each other beforehand. Everyone did really well and we would like to thank all those involved in offering this opportunity.”

Wayne Starkey, CEO and Co-Founder of The Skinny Food Co, said: “We had such an excellent time watching 50 talented second year students present in the Loughborough Business School ‘Team Business Challenge’ Final. Well done to all the students who participated and huge congratulations to the winners of the challenge who made our decision really tough!

“It’s such an honour to be involved with such an amazing university and I’m already looking forward to returning next year for our third year running.”

Module leader Rachael Mabe added: “This is the first academic presentation for a lot of the students, which I hope gives them a real confidence boost going forward in their studies. They have all risen to the challenge brilliantly and received a Certificate of Academic Excellence to reflect this outstanding work. My thanks to James and Wayne of The Skinny Food Co for continuing to partner with us on this fantastic opportunity for our students.”

Wayne Starkey, James Whiting, Ben Arden, Lydia Dey, Joseph Edwards.
Wayne Starkey and James Whiting with members of the winning group – Ben Arden, Lydia Dey and Joseph Edwards.