There’s nothing quite like scooping up a perfect dollop of creamy goodness onto a crunchy carrot stick or a warm pita. And if you’re in the UK, chances are that golden spoonful came from Ramona’s – yes, my houmous.
Here’s some of the lessons I learned along my own scale-up journey, which I hope prove to be useful for others taking a similar path.
1. Start with passion and authenticity
When I first started Ramona’s, it wasn’t because the world needed another houmous brand, it was because I couldn’t find the houmous I wanted - houmous that was fresh, vibrant, plentiful and packed with flavour, the way it was in my family’s home.
I wanted a product that felt like a celebration of the culture of sharing, not just another tub of beige spread. Rooted in my family’s recipes and a love for Mediterranean cuisine, I started with a simple yet powerful idea: to bring authentic, homemade houmous to the UK market.
Passion and authenticity are the foundations of any successful brand. Consumers are increasingly seeking products with a story, something they can connect with emotionally. In my case, we capitalised on the timeless appeal of delicious food, (made with love) which is perfect for sharing and creating memories. The result? A product that tastes like it’s been made in your kitchen rather than in a factory.
Takeaway for aspiring brands: Never underestimate the power of authenticity. It’s not just about making a product but creating a narrative that resonates with your audience.
2. Understand your niche, but think big
When Ramona’s entered the market, the UK was already familiar with houmous, but most options were generic and mass-produced. I identified a gap in the market: consumers who wanted premium-quality houmous that tasted homemade, but was accessible to all without being too expensive.
By focusing on this niche, we positioned ourselves as an artisan alternative to the standard supermarket fare.
However, we didn’t stop there. We understood the importance of scale and accessibility. Today, Ramona’s products are available almost everywhere, bridging the gap between artisan quality and everyday convenience.
Takeaway: Find your niche, but don’t let it limit your ambition. Once you’ve established your unique value proposition, scale it thoughtfully to reach a broader audience
3. Prioritise product excellence
At the heart of Ramona’s success is an unwavering commitment to product quality. Houmous is deceptively simple, but getting the balance of flavours, texture, and freshness just right is no easy feat. Ramona’s houmous stands out because it consistently delivers on taste, whether it’s our Original Houmous or varieties like Jalapeno or Roasted Red Pepper.
One reason for this is I insist on excellence in the food we make. Consumers can trust that I will always protect the product and they will taste the difference.
Takeaway: In any industry, quality is your greatest asset. Invest in creating a product that doesn’t just meet expectations but exceeds them. Your customers will notice, and they’ll keep coming back. They may even tell 10 of their friends!
4. Build strong retail partnerships
A significant milestone in Ramona’s journey was achieving nationwide distribution. Being stocked in major retailers like Tesco, Sainsbury’s, Morrisons and Asda doesn’t just provide visibility - it’s a validation of the brand’s quality and appeal. However, these partnerships don’t happen overnight.
We spent years building relationships (hearing a lot of noes), proving our product’s marketability, and delivering consistently. Retailers value brands that not only offer a great product but also understand logistics, marketing, and consumer demand.
Takeaway: Distribution is critical for growth, but it requires patience and strategic planning. Build your reputation, meet retailer expectations, and prove your value at every step.
5. Master branding and packaging
First impressions matter, especially on crowded supermarket shelves. You can have the best product in the world, but if no one notices you, what’s the point? For us, it was never about blending in (pardon the pun) - it was about standing out. Ramona’s is bold, cheerful, and unapologetically vibrant, just like the food inside. The disruptive design of our packaging reflects freshness, authenticity, and approachability.
Moreover, our branding strikes a balance between premium and accessible. This duality ensures that Ramona’s appeals to discerning foodies without alienating budget-conscious shoppers.
Takeaway: Your branding should reflect your values and appeal to your target market. Remember, your packaging is often the first interaction a customer has with your product - make it count.
6. Innovate while staying true to your roots
One of the hallmarks of Ramona’s success is our ability to innovate without losing sight of our core values. While our Original Houmous remains a best-seller, we’re expanding our range to include exciting new flavours and formats, catering to evolving consumer tastes and different eating occasions.
Innovation isn’t just about launching new products; it’s about anticipating market trends and staying relevant. We want to offer a variety while maintaining the same high standards that made us a success in the first place.
Takeaway: Innovation is key to long-term growth, but it should never compromise the essence of your brand. Stay true to what makes you unique, even as you evolve.
7. Be resilient and adapt to challenges
Like any business, our journey hasn’t been without its challenges. The food industry is fiercely competitive, and scaling a start-up requires navigating supply chain complexities, regulatory hurdles, and challenges you haven’t even thought of yet.
Resilience in the face of these challenges comes from a strong team and adaptability. Whether it’s adjusting to market demands or finding innovative ways to stand out, perseverance pays off.
Takeaway: Challenges are inevitable, but how you respond to them defines your success. Stay flexible, embrace change, and never lose sight of your goals.
8. Keep your customers at the heart of everything
Ultimately, the secret to Ramona’s success is our customer-centric approach. We’ve built a brand that genuinely cares about delivering love to our customers through our products. Whether it’s through exceptional taste, accessible pricing, or thoughtful innovation, love (and chickpeas) are at the core.
Ramona’s may have started small, but our loyal customer base has been one of our biggest assets. Positive reviews, glowing social media posts, and word-of-mouth recommendations have all contributed to our popularity.
By engaging with customers regularly and listening to their feedback, we’ve fostered a sense of community and expanded our loyal fan base. We’ve turned customers into advocates. They are part of our family.
Takeaway: Your customers (and the power of their voices) are your greatest asset. Engage with them, listen to them, and if their satisfaction drives your decisions, their enthusiasm will amplify your brand’s reach.
Conclusion
Growing a brand from start-up to superstar is no small feat, but Ramona’s has shown that it’s possible with the right blend of passion, strategy, and commitment. Our journey is a reminder that success doesn’t come overnight - it’s the result of hard work, resilience, and an unwavering focus on what matters most.
Whether you’re a budding entrepreneur or an established business looking to scale, there’s a lot to learn and prioritise. Start with authenticity, prioritise quality, and never stop evolving – and who knows, your brand might just be the next big thing on supermarket shelves!
Five minutes with Ramona Hazan
Tell us about yourself
Ramona Hazan, founder of Ramona’s Kitchen, grew up in a Mediterranean family where food was about celebration, with colourful, aromatic dishes passed around during the hubbub of eating.
Unable to find the same familiar, comforting foods in the UK she decided to bring the Levantine textures and flavours to the UK market herself.
Ramona has a passion for food, but her continual dedication and persistence to deliver a brand that stands out from the crowd and that people love has resulted in listings in most major supermarkets in the UK. What first started 20 years ago in Ramona’s small home kitchen (with an even smaller blender) has now grown to the business you see today in a much larger kitchen (with many, many blenders) specialising in Houmous & Falafel based on her family’s traditional recipes with a contemporary twist.
How long you have been a member of the Business Leaders’ Forum?
Since June 2024
Tell us about your business
Ramona’s was founded 20 years ago in my little kitchen, and over the years, we’ve outgrown kitchen after kitchen, leaping into bigger and better factories to keep up with demand.
Houmous and Falafel are our core products and we’ve poured our hearts— and a good chunk of time and money — into the best machinery and clever marketing to make Ramona’s a household name. Now, we’re all about spreading the love even further and showing the British public just how versatile Houmous is. From snacking to feasting, we’re here to inspire the next delicious occasion.
Today, ‘RAMONA’S Heavenly Houmous' is the UK’s No.1 houmous brand, winning many prestigious awards and driving new shoppers to the category.
What’s your expert topic?
I wouldn’t call myself an expert, but over the years, I’ve definitely picked up a lot about recipe development and marketing, mostly through trial, error, and a fair share of lessons learned the hard way!
What’s something you’d like to learn more about?
Customer engagement strategies and brand storytelling.
What is one thing you love about the industry and one thing you wish you could change?
What I absolutely love about the food industry is the energy and passion of the people in it, it’s full of talented, creative people who share a love for food. What I’d change: The over-obsession with price. It sometimes leads to cutting corners, and we lose the authenticity and quality ingredients that make food truly special.
