Scaling a plant-based ready meal brand from concept to $1M in 12 months

Pam Pam is a premium plant-based ready meal brand that brings the rich flavors of Asia to modern, health-conscious consumers. Using aromatic spices like lemongrass, coriander, fresh chillies, and cardamom, Pam Pam delivers authentic, fresh, and convenient cuisine to retail shelves across Australia.

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Launching a new FMCG product in the competitive plant-based market required a clear go-to-market strategy, validated product positioning, efficient distribution planning, and scalable business modeling.

Pam Pam needed expert guidance to:

• Define a strong value proposition
• Validate product-market fit (MVP)
• Secure retail partnerships
• Design scalable distribution and packaging strategies
• Build a sustainable and profitable growth model

Anthony's solution involved 5 focus areas:

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Strategic Mapping & MVP Evaluation

• Crafted a clear roadmap from concept to launch, including competitive analysis, pricing strategy, and minimum viable product validation to ensure strong retail appeal.

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Marketing, Packaging & Positioning

• Helped develop packaging that aligned with Pam Pam’s premium brand while meeting retailer compliance. 
• Supported storytelling and brand differentiation focused on authentic Asian flavor and clean, plant-based ingredients.

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Distribution & Deal Structuring

• Led retailer engagement strategy, negotiating listings with Woolworths Metro, Coles Local, and other key accounts. 
• Built a lean supply chain model to support scaling efficiently.

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Business Planning & Financial Modelling

• Developed financial projections and scalable systems to support rapid growth, ensuring inventory, production, and logistics could keep up with demand.

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DTC Channel Development

• Guided the launch of a direct-to-consumer eCommerce strategy to diversify sales and increase margins.

• $1 million turnover achieved within 12 months of launch
• 300 retail stores onboarded, including major national retailers
• Strong retail presence and brand recall in a competitive category
• DTC eCommerce channel created as a complementary revenue stream
• Positioned Pam Pam for further growth, investment, and market expansion