10. Plum Baby

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Founder: Susie Willis
Website: www.plum-baby.co.uk

Launched by Susie Willis in 2005 after she recognised a niche for nutritionally balanced baby food, Plum Baby has gone from strength to strength, ending 2007 with a turnover of £3.5m.

A former PA to Jeffrey Archer, Willis says she has had to face a number of obstacles to grow the business. “Sometimes you think, ‘this is just going to crash my business’, but it really isn’t over until the fat lady sings. You’ve just got to find solutions.” Willis places a great deal of faith in her customers. “Parents will not be fobbed off,” she says.

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