Sherick is tapping into a market that is reportedly worth ?180m a year, and growing by 19 per cent annually. However, unlike many other consumer drinks, milkshakes hadn?t been given the right attention and branding focus Sherick believed they should have.Despite coming from a family of accountants, it only took Sherick a few years to realise he didn?t want to continue down that route and he set his eyes firmly on the food division of Marks & Spencer. He?s been a buyer for its food on the move and hospitality sector, but is now using his experience of more than 20 years to go on his own. ?You can work in the main food area and not realise how large the impulse market is. When you go across to it you discover a whole new side,? he explained. ?I found it innovative and fast moving, even more so than mainstream foods. I guess I fell in love with drinks, there are so many different types out there and it’s all about continually trying to reinvent.?
Starting from passionWhen asked why he settled on milkshakes as his offering in the market he loves, Sherick has a simple response ? he adores them. As something he would always chose if it is on the menu, the innovator was frustrated at the inability to buy a good product pre-bottled. With most options aimed at kids and having a low quality base, he wanted to create a “dessert in a cup”. He started working up a rough product in his spare time, whilst still trying to do a good job at Marks & Spencer. A first child was thrown into the picture to complicated things, so it was two years of behind the scenes work before he had something he was happy with. ?I took a bit of time off work and we took it out on the streets of York. With our samples and some product from M&S, who I thought were the best competitor in the market, a market intelligence friend and I did face-to-face testing,? he remembered. ?The response was pretty overwhelming. On a ratio of around four-to-one our product was preferred to the market leader ? and what I thought was the best own-labelled product.? Having decided that was enough validation to determine he had a good product, Sherick then sought to exploit his identified gap in the market by monopolising the ?demonstrable demand? and founded Mr Sherick’s Shakes. Read more about the food and drinks market:
- Michelin-starred chef Tom Kerridge fronts search for next supermarket success
- Independent food stores reclaiming high street from major supermarkets
- Oppo: The overfunded ice cream startup with world record-breaking founders
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