Oddbox
THE OUTCOME
Oddmarket
New product line launched and now permanent within Oddbox
200+
SKUs sourced, structured and launched within budgeted margin
12-month
Forecast and full-stack P&L built before the first order shipped
The Brand
Oddbox is one of the UK's most-recognised sustainable food brands, on a mission to fight food waste at source, with more than 60,000 tonnes of produce, the equivalent of over 10 million boxes, rescued to date. Working directly with farmers, Oddbox rescues fresh produce that would otherwise be rejected by supermarkets either for being "too odd" (imperfect in shape or size) or "too many" (simply surplus to demand) and delivers it weekly to thousands of homes across England.
By 2024, Oddbox had built a loyal subscriber base, a clear brand mission, and a category-defining position in sustainable grocery. The next strategic question was: how could the same mission be extended into a wider range of sustainable, planet-positive products, without diluting what made the core subscription work?
Where they were
The Oddbox team had identified an opportunity. Their subscribers loved the fruit and veg boxes and wanted more from the brand. There was clear demand for a wider sustainable range: ambient grocery, plant-based food, refillable household products. Customers wanted to consolidate their sustainable shopping with Oddbox rather than spread it across multiple brands.
What Oddbox needed was the commercial structure to make it work. A new product line couldn't compete with the core fruit and veg subscription. It had to complement it, financially, operationally, and in terms of brand fit. That meant getting the range right, the margins right, the supply chain right, and the launch economics right before the first order shipped. All without distracting Oddbox's existing operations.
What I did
I worked with the Oddbox team to ideate and launch Oddmarket: an ambient grocery range extending the brand's mission into a wider sustainable, planet-positive product line. The work spanned every commercial discipline a launch requires:
Range and category strategy. Built the product proposition from scratch: categories, suppliers, brands, and product mix, anchored to Oddbox's mission. Predominantly plant-based, structured to complement (not cannibalise) the fruit and veg subscription. Selected and onboarded 200+ SKUs for the initial trial.
Commercial modelling. Built a 12-month forecast and full-stack P&L covering sales demand, margins, costs, and launch economics. Modelled three scenarios so the founders had decision-ready ranges, not single-point predictions.
Pricing architecture. Designed pricing strategy, basket metrics, and market positioning. Set margin targets per category before suppliers were locked in, so the range was profitable at launch, not retrospectively.
3PL tender and supply chain. Researched and tendered multiple 3PLs to find the right fit for Oddmarket's economics. Modelled fulfilment cost at different volume scenarios to protect launch margin while maintaining customer satisfaction. Recommended the best-fit operator for Oddmarket's specific needs, separate from Oddbox's existing fresh food operation.
What changed
Oddmarket launched on time, within margin, and is now a permanent contributor to Oddbox's mission, supporting the brand's ambitious 2030 goal of rescuing 150,000 tonnes of food.
The trial proved out and Oddmarket transitioned from project to permanent product line. The work delivered three connected outcomes:
A new revenue stream that complements rather than competes. Oddmarket extended Oddbox's mission into ambient, plant-based, and refillable products, strengthening the proposition rather than diluting it. Subscribers got more of what they came to Oddbox for.
Launch economics that held. Pricing, margin, and 3PL costs were modelled before launch and held in operation. Oddmarket launched profitably from day one, not after a post-launch optimisation cycle.
A range that's still in market. Every product category I sourced, rescued, refillable, sustainable, is still part of the Oddmarket range today. The work was built to last, not just to launch.
Services applied
Range & Merchandising
Built Oddmarket's product proposition from scratch: categories, suppliers, brands, and 200+ SKUs structured to complement the fruit & veg box subscription rather than cannibalise it.
Pricing Architecture
Pricing strategy, basket metrics, and market positioning designed to land profitably at launch with margin targets set per category before suppliers were locked in.
Commercial Modelling
12-month forecast and full-stack P&L: sales demand, margins, costs, and launch economics. Decision-ready scenarios, not single-point predictions.
3PL Tender & Supply Chain
Multiple operators benchmarked and tendered. Fulfilment cost modelled at different volume scenarios to protect launch margin while maintaining customer experience.
Want this for your business?
Oddmarket launched profitably from day one because the commercial engine was built before the first order shipped. The same approach works for any scaling D2C brand; whether you're launching a new line, extending into a new category, or rebuilding the foundations of what's already there.
A free 20-minute call to pressure-test your commercial model. No pitch, just a second pair of commercial eyes from someone who's been doing this for two decades.