James Averdieck

Having first stumbled upon the idea for a chocolate pudding project while sitting in a Belgian patisserie almost ten years ago, James Averdieck is now one of Britain’s foremost confectionery entrepreneurs. The company he founded, G? Puds, now turns over more than £20m a year and was recently the subject of a takeover worth £35m.

James has revolutionised the confectionery market by offering a small, premium-quality dessert, designed and marketed to appeal to young, trendy people who don’t want to put on the pounds or buy from established multinationals. This experience enables him to offer detailed advice on how a small firm can overcome giant competitors, and lever itself into a gap in the marketplace.