About

Hugh Hamilton-Green is the Co-Founder of ELEAT, a UK-based healthy food brand that is disrupting the cereal category. His journey as an entrepreneur began while studying at the University of Bristol, where he and his co-founder identified a significant gap in the market: the lack of a breakfast option that combined the convenience of cereal with the nutritional profile of a high-performance protein shake. What started as 18 months of intensive trials in a student kitchen has since evolved into a nationally recognized brand stocked in major retailers and favored by thousands of health-conscious consumers. Hugh’s expertise lies in the "zero-to-one" phase of building a physical product brand. He has successfully navigated the complexities of large-scale industrial manufacturing and supply chain management, ensuring that ELEAT maintains its high-protein, low-sugar integrity at scale. Under his leadership, the brand has secured significant wins, including a place in the Co-op’s prestigious Apiary supplier programme and winning the University of Bristol’s start-up funding. His approach combines a deep understanding of D2C digital strategy with the tactical discipline required to succeed in the competitive FMCG and retail landscapes. How Hugh Can Help: 1. How to transition a physical product from a kitchen prototype to industrial-scale manufacturing. 2. How to pitch and secure placement in major retail groups (e.g., Co-op Apiary programme). 3. How to build a D2C brand on a lean budget, leveraging organic community and early-stage grants. 4. How to develop high-performance nutritional products that balance complex macros with mass-market taste. 5. How to manage the lifecycle of a startup, from university-based incubation to a full-time operational team.