LDC Top 50 2026
Jack Morrison
Co-Founder and CEO
Zooki
After nearly a decade developing great-tasting, high-absorption liquid supplements, Zooki is suddenly taking off, with sales jumping from £9 million to £20 million last year. Packaged in convenient ‘rip, sip and go’ sachets, Zooki is stocked by national retailers including Holland & Barrett and Boots, as well as Soho House, gyms and coffee shops. “We show up in places you wouldn’t expect,” says co-founder Jack Morrison.
Earlier this year, the brand flooded London’s Tube stations, trains and buses with an advertising campaign shot by Rankin. “There’s something special about creating a product, putting it out into the world and seeing people love it,” he adds.
There’s something very special about creating a product, putting it out into the world and seeing people love it.”
Q&A
How did you get Zooki off the ground?
Jack: We borrowed $67,000 (we were working with an American manufacturer) for our first production run and launched at the BodyPower Expo in Birmingham in 2017. For six months we just did pop-ups, letting people try the products and using the profits to fund the next event. We didn’t have a grand plan. Then someone from QVC walked past our stand and told us to pitch. We’d barely heard of it, but we went live on air for seven minutes and introduced our brand to the nation. The phone lines went crazy.
How did you crack retail?
Jack: Our first listing was John Bell & Croyden, known as The Queen’s Pharmacy. I moved down to London, slept on a university friend’s sofa in Clapham and spent weeks on the shop floor inviting every customer to try the products. That led to Harrods, Selfridges, Planet Organic and Whole Foods. National retail was much harder because you can’t be in every store. We had to redesign our packaging so the product could explain itself on the shelf in a fraction of a second.
What’s been your proudest moment?
Jack: Our first out-of-home campaign launched in January and ran for just one month. Rather than spread the budget over several months, we wanted it to be inescapable. I remember standing on a Tube platform years ago, looking at the advertising boards and thinking, “It would be so cool if one day our brand was up there.” Seeing that come to life felt like a real full-circle moment. It was probably one of the best things we’ve ever done.
