Sir Kensington's: Scott Norton and Mark Ramadan

Scott Norton and Mark Ramadan were only college students when they created Sir Kensington’s, a $140-million-dollar condiment brand – with a backstory that’s completely made up. These days, it seems like every brand – every start-up – is trying to tell a story about its authentic and humble beginnings. Scott and Mark went in the opposite direction when they had the idea to create a gourmet ketchup in 2008. They wanted to take on a juggernaut: Heinz. So, to stand out, they told a story about their ketchup that differentiated it from Heinz in every way. Sir Kensington was a fictional luminary of imperial Britain who invented his eponymous ketchup one night while dining with Catherine the Great. And the true story of how Scott and Mark grew and then sold the company to Unilever – it’s a real yarn in its own right. This episode was produced by Alex Cheng, with music by Ramtin Arablouei. Edited by Andrea Bruce. Our engineers were Gilly Moon and Maggie Luthar. You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com. This episode is brought to you in part by Canva, the easy-to-use online design platform for presentations, social posts, videos, websites, and more. Start designing today at Canva – the home for every brand. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Guy Raz interviews the world’s best-known entrepreneurs to learn how they built their iconic brands. In each episode, founders reveal deep, intimate moments of doubt and failure, and share insights on their eventual success. How I Built This is a master-class on innovation, creativity, leadership and how to navigate challenges of all kinds.New episodes on Mondays and Thursdays. Listen to How I Built This on the Wondery App or wherever you listen to your podcasts. You can listen early and ad-free on Wondery+. Join Wondery+ in the Wondery App or on Apple Podcasts. Start your free trial by visiting https://wondery.com/links/how-i-built-this now. Get your How I Built This merch at WonderyShop.com/HowIBuiltThis.