BIG INTERVIEW Boldly SCALING WITHOUT LOSING BITE


FATSO co-founder Ella McKay speaks with Kennedy’s Editor Kiran Grewal on why timing, integrity and unapologetically bold flavour are driving the brand’s move into Waitrose


FAT O has built a s rong following before


ATSO has built a strong following be ore en made no


artner with Waitrose? We didn t want to rush it


people genuinely car


We didn’’t want to rush it. Grocery can make or bre k a brand, and we we more inter


erested in building s entering grocery—what what


made now the right moment to par


make or break a brand, and we were mor


ed in building something


peoplegenuinely cared about first. When Waitrose came along, w had pr real cus


ibl d i bl .


thing hen


ame along, we had proof of


eal customers, demand, and a product demand, and a product that held it


that held its own. We a o decided that alslso decided that we’d built s l


d built strong enough foundations to scale responsibly and sustainably


You’ve described the brand as growing “quietly and considerately”—what did that approach look like in practice, and why was it important to you? I’ll admit, we haven’t been that quiet, but we have been considerate, and loud only where people actually want to hear from us. From the start, we’ve focused on getting the product right and building a genuine community around it. That’s meant growing at a pace where we can make decisions we’re proud of and stand behind long- term, even if that takes longer. Quality is a non-negotiable for us,


especially as we scale. As brands grow, there’s often pressure to squeeze margins or cut corners, but our pricing and approach are set around fairness; from the people enjoying our bars to the farmers growing the cocoa. Keeping those non-negotiables clear


Ella McKay 12 • KENNEDY’S CONFECTION • APRIL 2026


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