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The Point.1888’s food division breaks away to form Eighty Ate

The Point.1888’s food division breaks away to form Eighty Ate

True Purpose Enterprises, the parent company of The Point.1888 and Spotlight.1888, has launched a new business dedicated to food and drink called Eighty Ate. 

The new agency supports both food businesses seeking to break into new markets, as well as non-food brands to enter food and drink categories by creating products that fit existing retail gaps. This retail-first approach helps clients secure better sales performance and higher retailer buy-in. To ensure success, Eighty Ate also looks beyond traditional licensed food and drink categories, considering fresh, frozen, tabletop, and impulse for original opportunities.

Formerly run within The Point.1888 as a specialist division, the food and drink team achieved impressive results for its clients. For its long-term client Barratt, the agency delivered a wide array of product categories at retail including: Ice Cream and Ice Lollies at Iceland; Cupcakes into Co-op; and Ambient Ice Poles, Flavoured Water and Sparkling Drinks into all major food retailers. This year also saw the launch of the highly anticipated Sports Nutrition range with significant product launches coming throughout the next two years. 

Another example of the division’s past success is the significant growth delivered for client Historic Royal Palace in the drinks category. Building on an existing long term partnership for breakfast tea, the agency launched ‘Gin in a Tin’ ahead of the Coronation and this range is now rolling out across major retail outlets. 

Many of the founding team for Eighty Ate were also behind Leon’s hugely successful range in John Lewis, as well as River Cottage’s Kombucha, Sauces, and Veg Stocks.

Heading up the newly formed Eighty Ate business will be True Purpose Enterprise’s Chief Commercial Officer, Bethan Garton, and Janine Richmond, The Point.1888’s Head of Product & Brand. They will be supported by an Account Team as well as experts from True Purpose Enterprise’s other businesses The Point.1888, Spotlight.1888, and Story.1888.

“Eighty Ate’s goal is to help its clients stay ahead of the curve by creating innovative products that will stand out on the shelves”, commented Bethan Garton, Chief Commercial Officer of True Purpose Enterprises. “By using our unique combination of data-driven insights, creativity, and years of food industry experience, we can provide clients with effective solutions that will give them a competitive edge. Over the coming months we have several new food and beverage brands joining our family and we can’t wait to share more on those very soon.”

As part of the True Purpose Enterprises Group, Eighty Ate will also give its clients access to elite creative marketing expertise and market-leading retail insight from its sister companies Story.1888 and Spotlight.1888. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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