Bold Bean Co has appointed Deepa Bulsara as marketing director to support the next phase of growth at the beans brand.
She has been tasked with furthering the company’s mission to make consumers “obsessed with beans, by giving you the best of beans”.
Bulsara joins Bold Bean from premium Indian sauces supplier Gymkhana Fine Foods, where she worked as global marketing director, launching the brand into Waitrose and growing the social media following from 5k to 15k in nine months.
She brings 15 years’ fmcg experience to Bold Bean, having spent time at major retailers such as Sainsbury’s and Argos, as well as Soap & Glory, FitFlop and Kiddylicious. Bulsara joined Gymkhana after a two-year spell at meat alternatives brand This, where she created its first TV campaign and contributed to a 25% uplift in sales.
“After three years of building Bold Bean Co from passionate startup to national brand, I’ve realised that to reach our next milestone, we need someone who can take our marketing to new heights while keeping that Bold Bean magic alive,” said founder Amelia Christie-Miller.
“Deepa’s exceptional track record of scaling challenger food brands, combined with her understanding of purpose-driven marketing, makes her the perfect person to lead our bean revolution to the next level, including international expansion, which will begin early next year. Finding someone who gets that we’re not selling any old beans – we’re changing the way Britain thinks about a food group that can literally help save our soils and climate – was crucial.”
Bulsara added: “I’m thrilled to join Bold Bean Co at such an exciting time. Amelia has built something truly special – a brand that combines exceptional taste with genuine environmental purpose.
“The opportunity to help scale a B Corp that’s genuinely changing how people think about sustainable nutrition, while working with the world’s most delicious beans, is incredibly exciting. I can’t wait to help take the bean obsession mainstream.”
Bulsara’s appointment follows the recent hiring of Beth Latham as beanologist and Lucy Barks as head of supply chain.
Christie-Miller launched Bold Bean with co-founder Ed Whelpton in 2021. It has since won listings with Waitrose, Sainsbury’s, Tesco, Morrisons, M&S, Booths and Ocado across 6,000 distribution points.
Bold Bean won Startup of the Year at The Grocer Gold Awards and Christie-Miller was named Entrepreneur of the Year at the ceremony earlier this year.
Christie-Miller also walked out of Dragons’ Den last year with a £50k investment from Deborah Meaden.
The brand expanded its range into ‘gourmet’ baked beans in 2024. Last month, Bold Bean unveiled refreshed branding as sales continue to grow rapidly.
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