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We're obsessed with challenger brands. They shake things up. They change the rules. They get famous.
And they do it with passion and smarts, not big budgets or easy answers.
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Challenger brands to watch in 2022: Oja - for delivering global, local
Grocery is by no means a category short of disruption, or investment. Venture-backed grocery companies raised over $10bn of funds globally in 2021, with new entrants seemingly arriving as quickly as your next pint of milk. 6 May 2022 Read more

Challenger brands to watch in 2022: Manner Coffee - for accelerating a new national ritual
Around the 19th century, the price of tea in China was a fervently discussed subject for the British House of Commons. Its ferocious trade, and tightly controlled markets made it a hot topic, to the extent that to ask someone 'What it had to do with the price of tea in China', was the ultimate snub indicating you thought their comments entirely irrelevant. And whilst this diss may have faded into obscurity, the epic rise of the Chinese coffee market may be a suitable modern-day update. 28 Apr 2022 Read more

Challenger brands to watch in 2022: Thursday - for knowing what to sacrifice
Thursday combines witty observations of dating in your 20s, talk-worthy marketing stunts and authenticity to bring a new dating experience to life - but for just one day of the week. 20 Apr 2022 Read more

Challenger brands to watch in 2022: RTFKT - for pushing the boundaries of sneakers
No list of predictions for 2022 is complete without highlighting NFTs (non-fungible tokens), the unique digital art stored on the blockchain that's currently trading for eye-watering prices. A digital picture of a cat for $172,000? Nope, me neither. 11 Apr 2022 Read more

Challenger brands to watch in 2022: Will Getir win the battle for ultra-fast delivery?
One thing we've become able to rely on is uncertainty. But with uncertainty comes opportunity, and 2022 sees new technologies and business models emerging and taking hold that are likely to radically alter our lives. We're seeing a shift to a greener economy, the transition from fuel to lithium, the rise of the metaverse, the growth of decentralised finance and gaming and debate around the significance of NFTs. But while technological advances quickly fade into the background of the everyday becoming normalised, it is often the companies with a particular mindset and behaviour that drive forward and signpost our collective progress. To decide this year's top twenty, eatbigfish. researched hundreds of companies globally for brands with the ambition, clarity and confidence to match the innovation that surrounds us. 1 Apr 2022 Read more


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David Blyth
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Email: moc.hsifgibtae@acirfaolleh