Rude Health’s Co-founder Spills the Beans on Their Tough Ride

Ever tried keeping an organic food brand alive in today’s cutthroat market? Yeah, it’s not exactly a walk in the park. Just ask Camilla Blench—she’s the co-founder of Rude Health, and let me tell you, her journey’s been more like a rollercoaster with no seatbelts. But here’s the thing: while most retailers bailed on them, Waitrose stuck around. And that, my friends, made all the difference.

How Rude Health Started—And Why People Loved It

So, Camilla and her partner kicked things off with a simple idea: food that’s actually good for you. No weird chemicals, no shortcuts—just honest, organic stuff that tastes great. Muesli, dairy-free milks, the works. And guess what? People went nuts for it. Seriously, their products flew off shelves faster than hot samosas at a tea stall.

But here’s where it gets messy. Success? Awesome. Keeping it going? Not so much.

When the Wheels Started Coming Off

Look, running an indie brand is hard. Like, really hard. Supply chains go haywire, bigger players muscle in, and suddenly, stores that used to love you start ghosting you. Shelf space shrinks, contracts vanish—it’s brutal. Camilla’s team felt like they were getting pushed out of their own game.

Why’d it happen? Partly the market being ruthless. Partly, maybe, because the big guys don’t like sharing the sandbox. Whatever the reason, it sucked. But then—plot twist—Waitrose stepped up.

Waitrose: The One That Didn’t Walk Away

While everyone else was backing off, Waitrose did the opposite. More shelf space. Promotions. Heck, even moral support. Camilla puts it bluntly: “They had our backs when no one else did. Total lifeline.”

And it wasn’t just business. Waitrose actually gave a damn about the same things Rude Health did—real ingredients, no shady stuff. That kind of alignment? Rare as a quiet day in Mumbai traffic.

What Other Small Brands Can Steal from This

Okay, lessons time. First, find retailers who actually care about you—not just your sales numbers. Second, getting knocked down teaches you way more than smooth sailing ever will. And third? Stick to your guns. Even when it feels like the whole system’s rigged against you.

Where Rude Health Goes from Here

Right now? They’re clawing their way back. New products in the pipeline, same stubborn commitment to doing things right. Camilla’s not sugarcoating it: “Yeah, it’s been rough. But we’re sharper now. More focused.”

The Takeaway

Rude Health’s story isn’t just about survival—it’s about finding the right allies and refusing to compromise. Thanks to Waitrose, they’re still in the fight. So next time you’re grocery shopping, maybe grab their muesli instead of the usual big-brand cereal. Because let’s be real: small brands like this? They’re the ones keeping food real.

Source: Financial Times – Work & Careers