April 2020

James’ Story

By James Whiting

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James Whiting

International Tourism Business Management BA (Hons)

Founder of The Skinny Food Company

Zero calorie sauces and syrups are a tempting diet option. But for James, they’ve also been the heart of a remarkable adventure in business.

James launched The Skinny Food Co in 2018 and in less than 18 months, over 1.5 million of his ‘#NotGuilty’ sauces and syrups had been sold through the company’s website and are now being sold in the likes of Holland & Barrett, SPAR and by Amazon.

Starting with a 1,000 sqft warehouse, the business, which now has hundreds of thousands of social media followers, was soon operating out of premises 10 times bigger, with ambitions to amass an eight-figure turnover in the third year.

It’s an enterprising journey which all started at University College Birmingham. “I believe I learned many skills during my studies which shaped me to be the person I am now,” he said.

“I had countless opportunities to enhance my employability, which I grabbed with both hands.

“The teaching was fantastic, and the courses were highly engaging and fun while developing my knowledge.

“After finishing my course, I started my own marketing company where I helped grow brands online. Now I am marketing my own company and seeing great results from it!”

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