From burnt peanuts to cult status: the story behind ManiLife’s rise, and the lessons every founder can take from it.
When Stu Macdonald turned down a job at PWC and moved to Argentina, he didn’t expect peanut butter to change his life. But what began as a stint with a peanut butter social enterprise turned into ManiLife - one of the UK’s most beloved food challenger brands.
Here are five powerful lessons from his conversation with Ruth Fittock on the Tomorrow Brands Podcast.
1. Naivety is a superpower
“I was 25, ignorant and naive… but that was the fuel. If I’d known what was coming, I probably wouldn’t have done it.”
Stu admits that naivety, often dismissed as inexperience, gave him the courage to start. When you don’t yet know what’s “impossible,” you move faster and braver. For founders, a little ignorance can be freeing.
2. Build something worth believing in
“Our production partner pulled out. I had a ton of peanuts in my bedroom and no way to make it.”
With two kitchen blenders, 45 friends, and a lot of chaos, Stu made 4,000 jars by hand. That scrappy summer created ManiLife’s “we’ll always find a way” culture - and even produced its now-iconic Deep Roast flavor (born from accidentally burning a batch).
3. Create community before customers
“We basically started with peanut butter dealers - people who bought wholesale and sold to their friends.”
ManiLife didn’t grow through ads or agencies. It grew through people who loved the product enough to sell it from the back of their cars. That grassroots “dealer” network built true believers - and word of mouth still drives the brand today.
4. Keep your brand human
“I didn’t want to build a brand, because I thought brands were glossy and false.”
“Don’t say anything you’d be embarrassed to hear yourself say in the pub.”
ManiLife was designed to feel like a person - not a company. Its voice was curious, fun, and real. The takeaway? Authenticity isn’t about tone of voice slides - it’s about behaviour that earns trust.
5. Build a culture that lives, not a list of values
“We’re a people-first business. Treat people well - team, suppliers, customers - and keep pushing for better.”
ManiLife’s growth has always mirrored its culture: human, hands-on, and hungry to improve. Great products may get you noticed, but great cultures keep you standing.
Bonus lesson: Don’t lose the magic
“The secret to maintaining the magic is making time for things that don’t scale.”
From peanut butter dealers to personal connections, Stu reminds us that small gestures are often what make a brand feel big.
Listen to the full episode on the Tomorrow Brands podcast
