The business
BRITAIN DESERVES BETTER. WE STARTED WITH THE MAYO.
Everything costs more. Labels say less. Companies employ entire
departments to explain why a smaller packet is somehow an exciting
improvement.
We cannot fix the country with mayonnaise. But we can make one
product properly, charge honestly and speak to people like adults.
It seemed like a reasonable place to start.
Where it went wrong
FOOD GOT
FAR TOO
COMPLICATED.
Somewhere along the way, food companies stopped selling food and started selling explanations.
Seed oils became “carefully selected blends.” Smaller jars became “new improved formats.” Normal ingredients acquired origin stories, mood boards and suspiciously enthusiastic packaging.
Meanwhile, the person buying it was expected to pay more, understand less and be grateful for the privilege.
MORE MONEY.
LESS FOOD.
MUCH NICER FONT.
The obvious question
WHY MAYO?
WHY NOT?
Mayonnaise is ordinary enough to expose the problem.
It should be eggs, oil, vinegar, mustard and salt. Yet plenty
of jars manage to turn that into a chemistry assignment.
If a company cannot keep mayonnaise straightforward, there is
not much hope for the rest of the aisle.
5
Ingredients should be enough to make mayonnaise.
Who is behind it
SMALL.
BRITISH.
DELIBERATE.
No Nasties is an independent British business starting with one mayonnaise.
We are building it carefully, finding the right producer and working towards ingredients and suppliers we can genuinely stand behind.
Where something is not final, we will say so. Pretending the whole company emerged perfectly formed from a converted barn is somebody else’s marketing strategy.
ONE PRODUCT. DONE PROPERLY.
Our extremely complicated strategy
THE RULES
AREN’T
COMPLICATED.
No mission wheel. No twelve-part values framework. Just four things we think a food company should manage.
PRINT THE TRUTH WHERE PEOPLE CAN SEE IT.
DON’T CHARGE FOR CORPORATE THEATRE.
IF SOMETHING CHANGES, SAY SO.
The master plan
ONE JAR.
THEN
WE’LL SEE.
We are not launching twelve flavours, a wellness app and a
branded meditation retreat.
First, we are making one genuinely good mayonnaise. If people
buy it, enjoy it and want more from No Nasties, we will build
from there.
Sensible growth. Ridiculous confidence.
NO CULT. NO APP. JUST MAYO.