Episode
Parents and Carers: Driving Challenger Brand Growth Through Connection and Content, with Emily Jones, Ecommerce Channel Controller at HiPP Organic
- Podcast
- Unpacking the Digital Shelf
- Published
- May 18, 2026
- Duration seconds
- 1676
- Processing state
not_requested
Actions
POST https://stenobird.com/v1/public/podcasts/unpacking-the-digital-shelf-256460/episodes/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic/transcription-requests
Idempotently request low-priority transcript generation for this episode.GET https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/parents-and-carers-driving-challenger-brand-growth-through-connection-and-content-with-emily-jones-ecommerce-channel-controller-at-hipp-organic.md
Read the agent-friendly Markdown representation of this episode resource.
Summary
Being a challenger brand in the highly competitive baby formula category is not for the faint of heart. To the contrary, at HiPP Organic it takes a lot of heart, built from the family founders who needed a formula that their own child could tolerate. They now own 7% of the formula milk category in the UK and growing. Emily Jones, Ecommerce Channel Controller at HiPP Organic, joined the podcast to walk us through the omnichannel journey that is intensely focused on the needs of the parents and carers that they strive to connect with, wherever and however they want.