At IWANT we work with a large number of FMCG start-ups. There was always a feeling there was a lack of understanding of our clients needs when all the design was complete and the product left us. In 2018 we decided we should launch a product to better understand what happens next. UKIYO is our own range of Matcha tea, we launched exclusively in Selfridges at the beginning of 2019. Not only is this now a successful product in its own right, we now have a much better understanding of route to market and the trials and potential pitfalls faced by start-ups, and how to overcome them.