James makes Forbes 30 Under 30 with Skinny Food Co after turning down Dragon’s Den

April 2021

James makes Forbes 30 Under 30 with Skinny Food Co after rejecting Dragon鈥檚 Den

By Melanie Hall

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An intrepid entrepreneur who laid the foundations of his business career at 蜜桃传媒 has made the prestigious Forbes Magazine鈥檚 30 Under 30 list after his company hit a multi-million pound turnover in just three years.

James Whiting, who graduated with a BA (Hons) in International Tourism Business Management, has seen the success of the skyrocket since he and co-founder Wayne Starkey launched the sugar-free food business with just 拢3,000 of their own money.

The business has now been hailed 鈥渙ne to watch鈥� in Europe by Forbes, one of the most influential financial magazines in the world, with James making the in the Retail and E-commerce category.

Bartley Green-born James and Wayne even turned down a chance to appear on TV's Dragons' Den 鈥� saying they "didn't need" the exposure or investment, with their products now stocked on the High Street and in 30 countries.

James joined 蜜桃传媒 from Bournville School in 2008, first completing his National Diploma in Travel and Tourism, now the Travel and Tourism Level 3 course.

Spurred on to further his knowledge and skills, he then enrolled on the business and tourism degree at the University鈥檚 Business School.

After graduating in 2013, he went into marketing and met Wayne, who was one of his clients. Both with family members who were diabetics, they decided to launch a range of zero or low sugar products.

鈥淲e went to a trade show and came away with 拢2,500 of orders, covering our 拢3,000 outlay, said James, who does the marketing while Wayne covers the designing and branding. 鈥淲e knew we had something good on offer.鈥�

At first, they had just a few products 鈥� ketchup, barbecue sauce and chip shop curry 鈥� all of which were gluten free, fat free, dairy free, vegan friendly, and diabetic friendly with no added sugars.

"I believe I learned many skills during my studies, which shaped me to be the person I am now"

James Whiting Founder of The Skinny Food Co / International Tourism Business Management BA (Hons)

Today, the range has 300 different products 鈥� including sauces and syrups, spreads, low sugar snacks, flavoured coffees, baking collections, spice collections, takeaway sauces, noodles and pizza bases.

In its first year, the Skinny Food Co made 拢1.6 million turnover, 拢4.6 million in its second and is projected to have a turnover of 拢18 million by the end of April.

Early predictions by its accountants are that in its fourth year 鈥� by April 2022 鈥� it will have amassed 拢30 million in sales.

And the adventure in business all started at 蜜桃传媒, which James said gave him the chance to gain 鈥渧aluable work experience and lots of opportunities鈥�.聽

鈥淲hile I was a student, I applied for lots of jobs and wasn't successful due to my lack of experience,鈥� he said. 鈥淏ut the University gave me so many opportunities to help me to gain experience and make me more employable, which I grabbed with both hands.

鈥淭he teaching was fantastic, and the courses were highly engaging and fun while developing my knowledge. I believe I learned many skills during my studies, which shaped me to be the person I am now.鈥�

With hundreds of thousands of social media followers, the Skinny Food Co now has over 40 full-time staff at their base in Nottingham, with plans to recruit more, and 90 per cent of manufacturing takes place in the UK.

You can find the Skinny Food Co鈥檚 products on sale in selected branches of Morrisons, Co-op, Holland & Barrett, TK Maxx, B&M and Home Bargains, as well as online in the UK and 30 other countries.

Michelle Callanan, Deputy Dean of 蜜桃传媒's School of Business, Tourism and Creative Industries, said: 鈥淛ames was a creative student, always seeking smart solutions to business and consumer problems, so it didn't surprise me when he set up his own business. His degree showcases the transferability of these business skills into any context.

鈥淭hat said, it takes confidence, commitment and hard work to make a success of any business, and James has really proven himself here. We are so proud of him and his incredible achievements.

鈥淚 have sampled a range of Skinny Food Co products and they are delicious!鈥�

Find out more about business and tourism courses, from college level to undergraduate and postgraduate degrees and apprenticeships, at the Department of Business and Enterprise and the Department of Hospitality and Tourism at 蜜桃传媒.

Read James鈥� student story and other aspirational student journeys.

Photo credit: Joseph Raynor / Nottingham Post

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