
From Muesli to Millions: How Camilla Barnard Built Rude Health into a £28M Brand
Camilla Barnard’s entrepreneurial journey began with a simple yet powerful realization—supermarket muesli lacked the nutritional value she wanted for her family. In 2006, she and her now ex-husband, Nick Barnard, invested £4,000 into creating their own “Ultimate Muesli.” What started as a personal project soon transformed into a business built on the principle of using high-quality, clean ingredients.
Today, Rude Health is a well-known brand in the healthy food industry, with a projected £28 million in revenue by 2024. Barnard’s journey from kitchen-table muesli maker to a major player in the plant-based and clean eating movement is an inspiring example of passion and resilience.
Turning a Kitchen Idea into a Business
Rude Health’s origins are humble, beginning with an initial £4,000 investment. Dissatisfied with the poor quality of supermarket cereals, Barnard developed a 23-ingredient muesli designed to be healthier and more flavorful than anything available at the time. Her early distribution strategy focused on local health food shops and online platforms like Ocado, which was just gaining traction at the time.
A key breakthrough came in 2008 when Rude Health secured a deal with Waitrose, a major UK supermarket chain. This partnership provided the brand with much-needed stability during the financial crisis, which saw many premium products struggle as consumers turned to budget alternatives. To keep the business afloat, Barnard and her team expanded their product offerings to include granola and porridge.
Breaking Into the Market
The financial crisis of 2008 posed significant challenges for Rude Health. As consumers shifted towards cheaper alternatives, many premium brands struggled to stay afloat. Waitrose’s continued support was crucial for Rude Health during this period. Barnard and her team also demonstrated adaptability by expanding their product range, using a shipment of the wrong oats as an opportunity to create a new line of porridge.
This resilience, combined with a focus on high-quality ingredients, allowed Rude Health to survive the downturn while maintaining their core values of sustainability and transparency.
Launching Dairy-Free Milks
In 2013, Rude Health made its most significant pivot by introducing a line of dairy-free milks. This decision was driven by customer feedback—many of Rude Health’s cereal buyers wanted non-dairy options to accompany their breakfasts.
Rude Health’s approach to alternative milks was revolutionary for the time. While competitors relied on additives like emulsifiers and stabilizers, Barnard stayed true to the brand’s ethos of using simple, recognizable ingredients. For example, they used rice to give their almond milk a smooth finish, avoiding the need for synthetic thickeners.
Almond milk quickly became Rude Health’s best-selling product, and this new category now accounts for 75% of the company’s total revenue. Their commitment to sourcing sustainably—such as using almonds from Sicily, which are less water-intensive than those from California—further solidified the brand’s position as a leader in the clean eating movement.
Rude Health’s Path to £28 Million
Rude Health’s growth has been steady, driven by Barnard’s commitment to sustainability and clean ingredients. The brand’s dairy-free products have resonated with consumers who prioritize health and environmental impact. Today, Rude Health is projected to turn over £28 million in 2024.
Rude Health’s B Corp certification further underscores their dedication to ethical business practices. Achieving the certification didn’t require a major overhaul of the company’s operations because sustainability had always been part of their DNA. As the brand continues to grow, with 20% of its business now international, Rude Health remains committed to its founding principles.
Building a Brand in the Healthy Food Industry
Barnard’s entrepreneurial journey offers valuable lessons for aspiring business owners. One key takeaway is the importance of pacing oneself—a lesson she learned after ‘sprinting a marathon’ during the early years of Rude Health. Barnard also emphasizes the importance of resilience and adaptability, qualities that helped Rude Health survive the 2008 financial crisis and thrive in its aftermath.
Her commitment to quality has been another driving force behind the brand’s success. Rude Health’s refusal to compromise on ingredients, even when it would have been easier or cheaper to use additives, has earned the company a loyal customer base. Finally, Barnard advises aspiring entrepreneurs to surround themselves with the right team and to stay true to their vision.
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