By Héloïse Chaudot 
Julia Kessler is a seasoned entrepreneur and operations expert with over a decade of experience driving growth and efficiency across diverse industries. As the CEO of fiid, a trailblazing beverage brand, Julia played a key role in scaling the business and establishing its presence in highly competitive markets.
What are your main priorities and goals in your role?
Drive the rate of sale and unlock distribution. The rebrand and reformulation have given us a stronger platform than ever – the job now is execution, through better in-store visibility and closer retailer collaboration.
What are your biggest challenges as CEO?
Balancing pace with discipline. With packaging lead times of around 14 weeks, decisions have to be right the first time. The challenge is staying close enough to the consumer to make sharp calls early, then executing them well.
How do you keep your team/staff motivated?
Clarity of mission. Everyone at fiid understands what we are building – a brand that redefines what ambient convenience food can deliver. When the purpose is real and progress is visible, motivation follows.
What are the challenges facing the industry going forward?
The ambient category has a perception problem. Consumers still associate it with compromise on taste and nutrition. Shifting that takes consistent delivery over time – proving that convenience and quality are not in tension.
What new trends are emerging in your industry?
High protein and high fibre are now mainstream purchase drivers. The growing conversation around GLP-1 medications and satiety also reinforces demand for meals that are both convenient and nutritionally substantive.
Are there any major changes you would like to see in your sector?
A more honest conversation about what ambient food can achieve. Chilled is not inherently better – what matters is the outcome on the plate. The category should be judged on actual eating experience and nutritional value, not assumptions about format.
As an employer, are you finding any skill gaps in the market?
Finding the right people is still one of the biggest challenges. Technical skills matter, but cultural fit, values and belief in the mission matter just as much.
With rising labour costs, we’re also seeing a shift towards fractional talent. It allows businesses like fiid to access experienced specialists across functions without the cost and commitment of a full-time hire, while remaining agile as they grow
How did your strategy develop in the context of the banking crisis and economic crisis?
Economic pressure has reinforced our position. When consumers watch spending, they still want quality – they want value without compromise. fiid delivers on taste and nutrition at a price point that makes sense.
How do you define success, and what drives you to succeed?
Focus on solving a real problem for the consumer. It’s easy to get distracted by awards and headlines, but ultimately, businesses succeed when they create something people genuinely want and are willing to pay for.
What’s the best advice you’ve been given in business?
We’re not saving lives, we’re selling consumer products. It’s easy to take a retailer’s no or a delayed production run far too seriously – and stress about them accordingly. But most of the time, that stress isn’t earned. Keep perspective, solve the problem, move on.
What advice would you give to others starting in business?
Don’t wait for perfect. Launch, learn, improve and keep going. Most successful businesses are built through hundreds of small adjustments rather than one brilliant master plan.
What have been your highlights in business over the past year?
The relaunch. Seeing the new brand land on the shelf, receiving strong retailer feedback and watching early sales data move in the right direction and starting to unlock more distribution. Delivering an improved nutritional profile without compromising the eating experience was also a real team achievement.
What’s next for your company?
Innovation focused on format and new meal occasions, alongside a push on distribution. The relaunch is the starting point – execution is everything now.
Where do you want your business/brand to be this time next year?
Broader distribution, a clear rate-of-sale uplift story, and recognition – from retailers and shoppers alike – as the brand genuinely moves the ambient category forward.
What is the best book you’ve ever read (non-business) and why?
The Subtle Art of Not Giving a F*ck by Mark Manson. It’s a reminder that you can’t do everything or please everyone. Success comes from being clear about what matters, focusing your energy there, and letting go of the rest.
What is your favourite hobby and why?
Wild swimming, particularly in winter. It forces you to be completely present. You focus on your breathing, respect the conditions and know exactly when it’s time to get out. Afterwards, you feel incredibly alive – every sense seems heightened, and the endorphin rush is hard to beat.
What is your mantra for life?
“If you don’t try, you can’t fail – but where’s the fun in that?”
Most of the best things in my life and career have come from taking chances, even when there was no guarantee they would work out.
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