Go-To-Market Strategy • Fractional CMO
The Background.
HeyLO! is a fast-growing UK bakery brand built for people who want better everyday food choices; without restriction, compromise, or diet culture. Founded on the belief that people shouldn’t have to choose between taste, inclusion, and health, HeyLO! continues to build a fiercely loyal DTC following by delivering genuinely great-tasting, ultra-low-carb, high-protein bakery products.
By 2024, the business had reached seven-figures in revenue, with standout performance across repeat purchase, customer advocacy, and conversion rates well above category benchmarks. A small but highly valuable cohort of loyal customers was already driving a share of revenue, proving both product-market fit and long-term lifetime value potential.
At the same time, the market context was shifting quickly. Protein had moved into the mainstream, concerns around blood sugar and metabolic health were rising, and both consumers and retailers were looking for credible “better bread” alternatives. HeyLO! was well positioned to benefit from these trends, but needed sharper strategic clarity to scale without losing focus or coherence. They had the product, the proof, and the community. But needed sharper strategic clarity to scale with confidence, build brand authority, and prepare for retail without diluting what made it – and its community, special.
The Opportunity for HeyLO!.
To move from high-performing to intentionally scalable.
HeyLO! had proven demand. The challenge was to build the strategic structure required to support ambitious growth, including a target of 400% growth over 4 years. And because HeyLO! was authentically purpose-led, growth needed to also respect what made the brand distinctive in the first place.
Rather than chasing growth through more activity, the work focused on better decisions: where to play, how to win, and what to say no to. The goal was to give HeyLO! the clarity, confidence, and commercial focus required to grow quickly, without becoming diluted, reactive, or overextended.
This meant:
Establishing a clear go-to-market framework to support the next phase of growth
Accelerating B2C revenue through awareness, acquisition, increased basket value, and repeat purchase
Defining and delivering an omnichannel marketing strategy across DTC, retail, and wholesale, with clear awareness-to-conversion plan
Clarifying the brand’s role and relevance across DTC, wholesale, and early retail conversations
Codifying a confident, consistent brand narrative that balanced functional credibility with emotional resonance
Reframing customer expectations within the category
Strengthening owned channels and community to reduce over-reliance on paid acquisition
Evolving existing team and capabilities into future-ready operating model
Driving internal alignment and engagement
Sharpening investment focus, prioritising spend against measurable growth and ROI.
"I didn't have a handle on who HeyLO! was or who we should be talking to. We were doing a lot of marketing, but without real clarity around who HeyLO! was for or how everything should join up.
"Nada’s work gave us control. It grounded us. For the first time, I felt like we understood how to talk about the business and who we’re actually for. It never felt fluffy; it felt grounded, focused, and genuinely useful.”
— Heidi Normanton, Founder & Managing Director
The Outcome.
A robust go-to-market strategy designed to drive 400% growth in four years, grocery retail expansion, and a genuinely happy and high-performing A Team.
Brand clarity and consistency
Research
Competitor analysis
Collaborative workshops, with founders, senior advisors, and existing team
Brand positioning
CRM strategy
Pricing strategy
Website reskin and SEO foundations
Agency management support
Guidance on activating brand purpose
The Impact.
The work provided HeyLO! with a clear strategic backbone for its next phase of growth, shifting the business from reactive marketing to intentional, scalable decision-making.
Since implementation, the brand has remained on track against its 4-year growth ambition, and launched a new website to strengthen positioning and conversion. And HeyLO! is now preparing for distribution with two premium retail partners, supported by a clearer narrative, stronger differentiation, and a brand story that translates effectively beyond its owned channels.
Performance across core commercial metrics continues to improve, while internal teams are more aligned, focused, and confident in where to play and how to grow, contributing to momentum without diluting what made the brand successful in the first place.
“Defining our 3 core customers has been a turning point for the business. It’s given us a clear lens for decision-making, from how we talk about the brand to how we build our website and plan for growth beyond niche audiences. That clarity has grounded the whole team and given us real confidence as we scale.
Nada came on board as a strategic consultant but was willing to flex to the needs of the business and me. She is somebody that can really come in, get under the hood of the business, and work out what you need to do to unlock your marketing power.”
— Heidi Normanton, Founder & Managing Director