# Sir Kensington's: Scott Norton and Mark Ramadan

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-10-23
- Length: 1h 35m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan

## Summary

Scott Norton and Mark Ramadan, co-founders of Sir Kensington's, explain how they used a fictional British aristocrat backstory to differentiate their gourmet ketchup from Heinz. After struggling to gain traction with ketchup alone, they launched a premium mayonnaise line that became the company's primary revenue driver, enabling them to scale and eventually sell to Unilever for $140 million. The episode details their early prototyping, distribution challenges, and the co-founder tensions that arose during scaling.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan#t=0) Introduction: Scott Norton and Mark Ramadan
- [5:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan#t=319) The Fictional Brand Story and Product Differentiation
- [17:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan#t=1056) Early Prototyping and College Tasting Parties
- [30:39](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan#t=1839) First Funding, Manufacturing, and Specialty Retail Launch
- [45:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan#t=2707) Distribution Strategy and the Whole Foods Pivot
- [55:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan#t=3313) The Mayonnaise Pivot and Marketing Innovations
- [1:10:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan#t=4232) Co-Founder Conflict and Leadership Transition
- [1:18:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan#t=4712) Acquisition by Unilever and Post-Sale Challenges
- [1:28:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-10-23-sir-kensingtons-scott-norton-and-mark-ramadan#t=5318) Ketchup Discontinuation and Reflections on Success

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Heinz (company)
- Unilever (company)
- Whole Foods (company)
- Williams Sonoma (company)
- Dean and DeLuca (company)
- Stonewall Kitchen (company)
- Cargill (company)
- Lehman Brothers (company)
- McKinsey (company)
- Mother New York (company)
- Hellmann's (product)
- Best Foods (product)
- Kraft Heinz (company)
- Hugh (company)
- Mondelēz (company)

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## Citing this page

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