4.9 Excellent

For Founders Scaling

Cosmetic
Nutrition
Supplement
Clothing
Skincare
Dog
Drink

Brands

.


Already launched a physical

product but growth has stalled?

A hands-on intervention for founders with a product in market who need commercial clarity, not more tactics.

1

+

Physical Products Launched (from idea to shelves)

1

+

Years in product & manufacturing (not coaching, not theory)

1

+

Brands Helped (across a diverse range of categories)

1

+

Retailers supplied globally (from independents to big box)

Not sure if this is right for you?

👉 See if this is a fit

Who This Is For:

Founders with a physical product already in market

Solo or small teams (1–3 people)

Have already spent or are about to spend real money

Founders stuck between too many competing options

People who want honest feedback, not reassurance

👉 Request a fit check →

Who This Is Not For:

Are building SaaS or digital products

People who haven’t sold anything yet

Aren’t open to being told “don’t do this yet”

Are looking for motivation or hype

Want templates, playbooks, or growth hacks

Anyone hoping a call will solve things for free

The Foundry is a small, live cohort built around commercial judgment, not tactics, hacks, or playbooks.

By the time founders find this page, they’re not starting out.

They’ve already shipped something.

What’s changed isn’t effort.

It’s uncertainty.

They’re stuck asking things like:

  • Should this product be more expensive or sell more volume?
  • Is this a marketing problem, or a product problem?
  • Is the issue packaging, pricing, channel… or none of the above?
  • Should we double down or stop and rethink?
  • What’s actually blocking growth vs just feels uncomfortable?


Most advice online pushes more action.
More ads. More content. More channels.

But what most founders need first is clarity:

  • What to fix
  • What to ignore
  • What to stop doing altogether

The hard part isn’t launching.
It’s deciding what matters next and what to stop doing.

👉 See if this is a fit →

Introducing The Foundry


A cohort for founders with a product in market who need clarity, not tactics

👉 See if this is a fit →

Watch an overview video

Excellent 4.9

I came in thinking I had a marketing problem. Turns out I had a pricing and range problem.

Two sessions in, I’d stopped three things that were draining time and margin, and focused on the one move that actually mattered. I've saved thousands!


Tom H
Founder, DTC Homeware Brand (UK)

What I valued most wasn’t advice, it was judgment.

I finally understood which problems were real, and which ones I was obsessing over because I didn’t know what to prioritise. That clarity changed how I make decisions across the business.


Sarah A

Co-Founder, Skincare & Beauty Brand (EU)

I’ve done courses. I’ve watched the videos. None of them helped me decide what to stop doing.

This did. I left with fewer ideas but better ones. That was the difference.


Alex M

Founder, Pet & Subscription Brand (US)

I was stuck between ‘push harder’ and ‘pull back’.

The Foundry helped me make that call properly with numbers, trade-offs, and consequences laid out clearly. It removed a huge amount of second-guessing.


James W

Founder, Food & Beverage Brand (UK)

I didn’t need motivation. I needed someone to tell me, honestly, whether this was worth scaling.

I walked away with a clear plan — and just as importantly, confidence in the decisions I wasn’t making


Laura C
Founder, Accessories & Lifestyle Brand (AU)

What founders leave with

Founders leave with:

  • A clear diagnosis of what’s actually blocking growth
  • A prioritised plan: what to fix now vs what to ignore
  • Pricing, margin, or channel clarity
  • Direction on suppliers, manufacturing, or range structure
  • Confidence in the next commercial decision


Some founders launch during the programme.

Some pause, reposition, or walk away - all with clarity.

👉 See if this is a fit →

What Other Founders Say

“This wasn’t a checklist or a course. It was practical judgment when I needed it most.”

Natasha, Spain

“The biggest value was knowing what not to do next.”

John, New York

"I came in overwhelmed with options. This helped me decide what actually mattered and where to focus first.”

Stephen, London

"Reuben provided much-needed clarity and direction on what I needed to work on to further my online business."

Tania, Australia

👉 See if this is a fit

Brands I've Built Products With

Experience across global brands and independent founders — from concept to shelf.

Who’s Running This?

I’m Reuben, founder of Mustard.

Over the past 17+ years, I’ve launched almost a 1,000 physical products, built multiple 7-figure consumer brands, and placed ranges with retailers around the world.
I’ve also made plenty of expensive mistakes along the way.

I don’t coach mindset.
I don’t sell motivation.
I help founders make fewer expensive mistakes, earlier.

This call is to confirm fit, not to solve your business.

👉 See if this is a fit →

Not sure if the 6-week cohort is right for you?

Book a short call and we’ll quickly work out whether this is a fit — based on where your product is right now, what you’re trying to achieve, and what’s been getting in the way.

If it’s not right, I’ll tell you. If it is, I’ll explain exactly what the cohort will help you fix.

👉 See if this is a fit 👉 Review how it works →

What happens after you request a fit call

1. Book a time that suits you.
2. Quick fit check: where you are, what you sell, what’s stalled
3. If it’s a match, you’ll be invited to apply for the next cohort

No pressure. No pitching. Just a clear yes or no on fit.

Pricing & next steps

£795 Founding cohort pricing

(Future cohorts will be priced at £1,295)


The short call is to confirm whether the 6-week cohort is right for you — before anything else.

👉 See if this is a fit

Offer subject to availability. Booking a call doesn’t commit you to anything.