If you are thinking of getting into the Food & Drink Industry then you need to read this book. It all seems so simple when you see brands on the shelf or the 'rise to fame' of brands such as Red Bull, but it isn't, successful brands take years before they appear on your radar and behind this there has been a lot of money and heartache. This book is the inside guide as to what you need to do and know to have any chance of success in this very competitive world. This is a step by step guide covering everything from just an idea right the way through to getting on the shelf in retailers, all the pitfalls and all the shortcuts I have been in FMCG for most of my life, having lived and worked in the UK, USA, Australia and the Middle East, I have had successful brands of my own that I have sold and also seen the downfall of many great brands. I wrote this book to help budding entrepreneurs understand the journey they are about to embark on, knowledge is power and the advice here will give you the best chance of success.