Daniel Twiss (GH 2008) Reaches Major Retail Milestone with Soul Fruit

Daniel is celebrating a significant milestone as Soul Fruit has launched in 220 Waitrose stores across the UK. 

While shoppers may simply see a bag of fruit snacks on the shelf, Daniel knows the years of work that sit behind that moment. 

Reflecting on the achievement, he described it as a dream that once felt out of reach. The journey to national retail distribution has involved countless supplier conversations, factory visits, product testing sessions, packaging refinements, forecasting and launch planning, as well as the many day-to-day challenges that come with building a food brand from the ground up. 

Daniel's approach has remained consistent throughout: a commitment to quality and a determination not to take shortcuts. At the heart of Soul Fruit is a simple philosophy of creating fruit snacks using great fruit, without unnecessary additions or compromises. 

The launch into Waitrose marks an exciting new chapter for the business and serves as a reminder that success is often built through persistence, problem-solving and a willingness to keep moving forward when challenges arise. 

We are delighted to share this exciting news and look forward to following the continued growth of Soul Fruit in the years ahead. 

See Daniel’s LinkedIn post by clicking the button below: