Small. Mighty. And on a mission to change the UK snacking industry...
(Say it out loud, and it will make sense!)
A serial entrepreneur and true Jazz of all Trades, Jasmine brings passion, creativity, and a drive for success to Taking The Pea. In 2024, Jasmine took the helm as CEO of Taking The Pea, leading the company from success story to success story. With her visionary approach and boundless energy, she’s on a mission to grow the brand, shake up the snack industry, and make sure peas have their moment in the spotlight.
With a background in marketing and a talent for building brands, she previously ran her own events business. Her achievements have earned her recognition, including being shortlisted for Business Woman of the Year at the Yorkshire Choice Awards.
When she’s not busy driving the business forward, you’ll find Jasmine discovering new foodie trends, championing female and LGBTQ+ entrepreneurs, and bringing her signature energy to every project she touches.
At Taking The Pea, Will oversees all things finance—from financial planning to modelling—making sure the company remains on a strong and sustainable growth path. His analytical mindset and strategic expertise ensure that while our peas may be light and crunchy, our financial foundations are anything but.
Before joining Taking The Pea, he was Managing Director at boutique consultancy firm CoLo Consultancy, advising clients on strategy and operations. Prior to that, he spent five years at Deloitte in M&A, helping companies navigate complex financial decisions and transactions.
When he’s not deep in spreadsheets, Will is still attempting to learn Spanish and also occasionally performs stand-up comedy (badly).
Hugo Morris is an entrepreneur with a passion for revitalizing brands and bringing innovative products to market. Under his ownership, Taking The Pea has undergone a rebrand and this, along with the introduction of new flavours, has placed the first stone on our path to success. With his guidance, we have built up an increasing recognition throughout the UK, which has resulted in listings with Selfridges, The Royal Albert Hall, and being an official Wimbledon snack.
Hugo's overall strategic vision and advice have been instrumental in the brand's growth and success. His entrepreneurial spirit continues to drive Taking The Pea forward, making it a standout in the healthy snack market.