In 2003, James Arvedique founded the chocolate pudding company Gou, renowned for their glass

ramekin soufflays. The brand became so popular it reportedly added 200 million calories a week

to the nation's waistline. Seven years later, he sold the business for a

pretty healthy sum and turned his attention to a healthier pudding. Ditching the decadence,

James bought the majority stake in a small dairy-free business, rebranding the company into the

Coconut Collaborative. With his range of coconut-based puddings, including yoghirts and ice cream,

James turned this fledging firm into a global business with a turnover of over £12 million.

James Arvedeek, welcome to your Sherlock's success story.

So let's start at the beginning.

What did you do before you founded Goo?

How did you get to that point?

When I founded Goo, I was 35, so I was actually getting on a bit. But I've been in the food

business for 12 years and I just wanted to work for myself. And why did you go into the food

business 12 years prior to that? I never thought I'd go into the food business. I mean to that i never thought i'd go into the food business i mean i started in IT and i'm now useless at it by the way but i found myself

working for a big supermarket chain a big supermarket chain is that safeway do you remember them

i'm yeah sadly I do.

I remember the Safeway ad jingle.

It still kind of rings in my head annoyingly.

Still haunts you.

Yeah.

So you worked for Safeway and what were you doing for Safeway?

I was doing marketing for them.

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