​How millennials became the world’s most powerful consumers
submitted 1 year, 8 months ago by lbt

Please use the sharing tools found via the email icon at the top of articles. Copying articles to share with others is a breach of FT.com T&Cs; and Copyright Policy . Email [email protected] to buy additional rights. Subscribers may share up to 10 or 20 articles per month using the gift article service. More information can be found here . https://www.ft.com/content/194cd1c8-6583-11e8-a39d-4df188287fff John Gapper in London YESTERDAY Print this page148 When Scott Norton and Mark Ramadan were undergraduates at Brown University in Rhode Island a decade ago, they were horrified not by the 2008 financial crisis but by Heinz tomato ketchup. The bright red sauce was so common in shops and kitchens round the world that it seemed it would be there forever. “At the centre of supermarkets were all these classic American brands that hadn’t evolved in 70 years,” recalls Mr Norton. As they talked to their student friends, they realised that none of them wanted bland, mass market products shipped from factories by huge corporations. So they started to mix their own organic ketchup in an off-campus apartment. On graduation, they founded a company and, having no origin story with resonance, invented a joke one. They named it after a mythical Victorian called Sir Kensington, a monocled adventurer who had “advised the British East India company in the acquisition of spices”.

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