The Concept
Why this works
The problem it solves
Most people don't eat enough vegetables
A huge percentage of UK adults consistently fall short of the recommended 5-a-day — not because they don't want to be healthy, but because vegetables are awkward, time-consuming, and often unappealing in texture or taste. The gap between intention and habit is massive.
The solution
A sauce with 5+ vegetables already in it
Blend 5 or more vegetables totally smooth into a pasta sauce, stir fry sauce, or base sauce. Cook some pasta, pour it on, you've hit your 5-a-day without thinking about it. No texture. No prep. No compromise on taste. The health benefit is hidden — the flavour is the sell.
Brand Identity
What we could call it
Short, punchy, tells the whole story in one word. Sneaking vegetables into your food. Works across future SKUs (Sneak Pasta, Sneak Stir Fry). Memorable on TikTok. Easy to build a visual identity around.
Minimal and confident. "Hid pasta sauce." "Hid five-a-day." The name is the joke and the sell at once. Unusually short — stands out on a jar label. Strong social media handle availability.
References the 5-a-day directly. Positive framing — not "you're missing out," but "get five more." Friendly and aspirational. Could build a whole health platform around it eventually.
Playful. The vegetables are undercover agents. Works well for a playful, fun brand voice — which fits the MealsWithMax tone. Slightly longer but memorable.
Conversational and warm. "It's just the good stuff." Broad enough to expand into other products. Doesn't signal the hidden veg angle upfront — relies on the story to land.
Means lush and green. More premium positioning. Works better if the product moves upmarket or into retail. Less playful — might not fit the MealsWithMax tone as naturally.
These are starting points — the name should feel like yours. Whatever you'd genuinely use in a video is the right answer.
How It Works
You do one thing. We do everything else.
What CG Brands handles
What you handle
The Numbers
What this looks like for you, Max
Your TikTok audience
Launch conversion rate
Your rev share
Results
Go To Market
How we launch
Primary channel
Launch channelTikTok Live Shopping
You go live with the product. It's listed on TikTok Shop. Your audience watches, you cook with it, they buy in real time. We work with a TikTok Live agency who manages the shop mechanics — you just do what you do.
In Asia, live shopping is already a multi-trillion dollar market. The UK is following fast. This is the highest-converting format for a physical product launch in 2026.
Ongoing channel
Content integration
Same approach you already use for the app. End of recipe video: "sauce is in the link, grab one." You're not doing a hard sell — you're just mentioning something that's genuinely yours and genuinely good. The audience has already watched you cook with it.
Subtle. Consistent. Converts well because it never feels like an ad.
Secondary channel
Supermarket (Morrisons)
You mentioned Morrisons. Their Innovation Hub is genuinely open to emerging food brands — especially ones with a story and a built-in audience. Once the DTC model is proven with a few thousand units sold, this becomes a conversation.
It adds distribution and legitimacy. Not a day-one priority, but worth keeping in view.
The Deal
What you actually own
Option A — Rev Share (simpler)
Option B — Brand Equity (what you deserve)
5-Year View
Where this goes if it works
MealsWithMax Sauce Brand — 5-year projection
Based on 2M audience · 0.5% launch conv · 10% sub take · 40% rev share · 20% YoY sub growth
| Year | Launch units | Subscribers | Annual rev | Your share |
|---|---|---|---|---|
| Year 1 | 10,000 | 1,000 | £179,880 | £53,952 |
| Year 2 | — | 1,200 | £143,880 | £57,552 |
| Year 3 | — | 1,440 | £172,656 | £69,062 |
| Year 4 | — | 1,728 | £207,187 | £82,875 |
| Year 5 | — | 2,074 | £248,625 | £99,450 |
Next Steps
To make this real
Pick a name (or suggest one)
Sneak and Hid are the top two candidates — both work on a jar label and as a social handle. But if you've got a name that feels more you, run with it. This is your brand.
Confirm the recipe direction
How many veg, which base (tomato, pepper, squash), spice level, target flavour profile. You don't need to develop the recipe — we'll work with a food developer. You just need to tell us what you'd actually want to eat.
Agree the deal structure
Option A (rev share) or Option B (brand equity + rev share). We can talk through what each means in practice — there's no wrong answer, it depends how much you want to own vs how much you want to keep simple.
CG Brands sources and samples
We find a UK co-packer, develop 3 recipe variants, and send you samples. You taste-test, give feedback, we iterate. Target: 3–4 weeks to first tasting.
TikTok Live launch
Product approved, packaging designed, TikTok Shop set up, Live agency briefed. You go live, cook with it, the audience buys. We handle everything on the shop side. Target: 6–8 weeks from green light.