UK Food & Drink Success Stories: How All The Aunties Took the Startup Summit by Storm
When Riya pitched All The Aunties at last year’s Startup Summit, she had no packaging, no listings, just a big idea and a whole lot energy and passion. Fast forward a few months and her handmade paneer is now on shelf at Whole Foods, with Selfridges and Ocado up next. Winning Pitch Perfect gave her the visibility, connections and confidence to launch with a bang, and the brand’s only just getting started. We caught up with her to talk nerves, paneer and why Pitch Perfect was the launchpad every early-stage founder dreams of.
For anyone who hasn’t come across All The Aunties yet, what’s the story behind the brand?
All The Aunties is a family business bringing fresh aunty energy to the dairy category — championing India’s natural superfood, paneer. Our handmade paneer comes in three flavours, packs 46g of protein per pack, and is made in the UK using 100% British milk.
The idea started in my kitchen, inspired by my mum, grandma and — of course — the many aunties who never let you leave their home unfed. After seeing the response at my supper clubs, I knew there was space for paneer, specifically better paneer on shelves. So, we made it our mission to put it on the protein map.
You took part in Pitch Perfect at last year’s Startup Summit — how were the nerves?
Through the roof. I was amazed I was even chosen to pitch to be honest! I was still working full-time in Government, with no packaging or product — just a dieline and a pitch. I spent the night before rehearsing obsessively.
But once I was on stage, it weirdly felt fine. The judges were kind, the audience was supportive, and the post-pitch prosecco was excellent.
How did you prep for pitching live to buyers?
Rehearsing, mostly. I treated it like a school presentation and ran it over and over with my flatmate. By the time I got on stage, I got rid of the note cards and had no choice but to be myself — and that helped.
Did you walk away with any new listings or connections?
Yes — the best part! Just a month after launch, we’re now stocked in Whole Foods Market, Macknade, and (soon) Selfridges — all thanks to connections made at the summit (these were the three judges). It was a real launchpad.
How did Startup Summit support the brand’s growth?
It gave us the right kind of visibility early on. I was still figuring everything out, so having access to buyers and feedback that early on was a gift. It gave me time to properly build relationships and refine the brand.
Would you recommend it to other early-stage brands?
Without a doubt. Whether you’re pitching or not, it’s a brilliant space to meet buyers, founders and investors — without having to go through the cold email pain.
What’s been your proudest moment so far?
Seeing our paneer on shelf at Whole Foods — with my actual aunties on the packaging — was pretty surreal. I used to wander round Wholefoods as a kid, in awe!
What’s one thing you wish you’d known before launching?
That doing everything yourself isn’t a badge of honour. And that burnout isn’t a business plan — rest is part of the job. And follow your gut, it’s always ahead of the brain.
What’s next for All The Aunties?
We just launched, so things are moving quickly!
We’re landing in Bayley & Sage on May 2nd, and Ocado from May 23rd.
We’ve also got exciting collaborations coming up — think paneer on pizza, in salad bars, and (of course) in curries. Plus, some new flavours we’re quietly obsessed with… keep your eyes peeled and of course – don’t tell uncle.