We are experts in
Category Management

Adding value where it matters.

We develop compelling, insight led and actionable category management growth solutions for your business

Our services

We do what it says in our name.
We are experts in delivering insight led category management consultancy solutions.
It’s that simple.

Strategic Category Management

Operational Category Management

How we deliver

Consulting

Facilitation

One-off Projects

Training

What to expect from our service

All our services aim to help your business succeed. With over 55 years of experience, working with FMCG suppliers and retailers, we have learnt to balance flexibility and collaboration with a robust and structured approach. Always best practice, of course!

And when you work with us, you will also enjoy the benefits of:

Quality

Pace

Results

The leadership team

In their 55+ years of experience, Amit and Patrick have worked with over 100 FMCG businesses across a 100 different categories.

Amit Malhan
Managing Director

Over 20 years experience
in blue chip FMCG and consultancy

Amit has worked in large multi-national
businesses and also start-ups, gaining a
wealth of consultancy experience, having
previously worked in sales for ABF, Hasbro
and Dole Fruit. More recently, as
Head of Category at Bridgethorne
he has delivered countless major category
management and shopper marketing projects
for clients including WeightWatchers,
Tesco, Danone, Coty, and Ferrero.

Patrick Finlay
Managing Director

Over 30 years experience
in blue chip FMCG and consultancy

Patrick has worked in senior Sales,
Category Management and Marketing
capacities on brands including Mr Kipling,
Cadbury Cakes, Bisto and Sharwoods.
Most recently Director of Marketing and Strategy
at Bridgethorne, he has worked with clients
such as Sainsbury’s, Pladis, Bakkavor,
Johnson and Johnson,
Highland Spring and General Mills.

In The News

NAM News

Did the Fall in Our Children's Height Spark Candy Kittens’ Acquisition of Graze?

January 2026

The recent acquisition of Graze by Candy Kittens from Unilever is a symptom of a market forced to take insight led action to grow long-term, driven by a national health crisis that sees children getting shorter, according to strategic consultancy The Category Management Company.

While the deal highlights Candy Kittens' desire to diversify, The Category Management Company argues it is born of necessity: a strategic play to “de-risk” a portfolio in an era of tightening regulation and declining public health.

“This legislative pressure is compounded by a significant shift in consumer behaviour: 56% of consumers have switched from traditional snacks to healthier alternatives1, over half of snack eaters now consume snacks specifically to boost their nutritional intake2 whilst, sugar, sweet and gum confectionery volumes are seeing only modest growth of +2%3.”

“The introduction of HFSS (High Fat, Salt, and Sugar) regulations has created significant barriers in the snacking landscape,” explains Amit Malhan, Managing Director of The Category Management Company.

The Category Management Company says the driving force behind this market shift is a spiralling health crisis.

“The affordability of processed food versus healthy alternatives has led to poor diets, particularly among lower-income demographics,” continues Malhan.

“The statistics paint a stark picture: 64% of the UK population is now overweight or obese, whilst according to the UK Government Food Strategy, poor diet, with low fruit, vegetable, and fibre intake, has caused a 46% rise in death and disability, costing the NHS £11.4bn annually.”

Most alarmingly, Malhan adds, the crisis is physically impacting the next generation, creating what The Food Foundation calls "A Neglected Generation" (2024).

“ Since 2013, the average height of 5-year-olds in the UK has been falling every year, with one-third of children obese by the time they leave Primary School4. There has also been a 22% rise in diabetes among those under 25.”

With the Government’s "10-Year Health Plan" set to restrict junk food advertising and push for affordable healthy food, Candy Kittens’ move to acquire a health-focused brand like Graze is a masterclass in futureproofing, Malhan adds.

"This acquisition is not a coincidence," he says. "It is a strategic play of convenient diversification. By expanding into the proactive health management space, Candy Kittens is reducing long-term risk and aligning with a consumer base that is increasingly treating snacking as a lifestyle choice rather than a treat."

The lesson for the wider industry, adds Malhan, is clear: businesses must stay one step ahead of the curve.

“Survival requires more than just maintaining the status quo; it requires a deep understanding of the evolving environment, from government policy to the physical health of the population, and the agility to take corrective action.”

“To survive and thrive, businesses must think strategically through, for example, the development of Category Visions, we are already helping brands understand the complex, evolving landscape and identify the corrective actions required to grow.”

Sources: 1The Grocer 2023. 2Mintel 2025. 3Mintel 2025. 4The Grocer 2025.