As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Ella McKay.
Ella, Co-Creator of FATSO is self-proclaimed food obsessive with a marketing background, who had previously worked for some of the world’s biggest brands. Following a conversation about how boring, serious, and overly permissible dark chocolate had become, Ella and her Co-founders started a side hustle, to prove that dark chocolate could retain the quality and permissibility, at the same time as being simply delicious and fun. Exposing her entrepreneurial instincts in the process, she soon scrapped the big corp life to drive momentum behind this premium dark chocolate brand that’s been injected with a hearty bout of attitude. Afterall, why should milk chocolate have all the fun!?
In this interview, she talks about the obstacles she’s overcome, the milestones she’s achieved, and the wisdom she’s gained along the way.
What inspired your leap into entrepreneurship, and what personal experiences sparked the idea behind your current venture?
Me and my co-founders took the leap just after Covid having developed the idea in lockdown, agreeing that I would “quit the day job” to focus purely on driving it forward. We felt we had something, we let our guts drive the decision. The idea was born from a genuine frustration that there was no dark chocolate option that was delicious and flavoursome in its own right. To enjoy dark chocolate, it had to be added to stuff to make it delicious. And dark chocolate on the whole was becoming far too permissible for my liking. When I eat chocolate, I want it to be a delicious, indulgent treat! Not a “healthy” option. Life’s too short and already boring enough for that.
What core problem does your business solve, particularly for women or underserved communities—and how does your approach stand out in today’s competitive space?
Our number one purpose is to make dark chocolate enjoyable and delicious for all that care to. But in doing so, we source the very best Colombian cocoa that not only has all the quality and taste credentials out there, but is grown by farmers who are genuinely looked after with fair pay, social welfare and are given tools to innovate, improve and compel the next generation (women and men) to build a good life in rural communities, not be directed to cities.
What were some of the toughest obstacles you faced early in your journey as a woman entrepreneur, and how did you navigate through them?
I’ve been fortunate enough to not face much adversity because I am a woman. I do have imposter syndrome, but I think that’s more to do with my age than sex. I was once told I was too young for a promotion and payrise, which has stayed with me, even though I know fundamentally neither have anything to do with age but with contribution, ability and achievement.
When the going gets tough, what keeps you grounded and motivated to keep pushing forward?
Running, yoga, cooking. All cliches, but they’re the things that give my brain a rest and let my body takeover.
What daily habits or non-negotiable routines help you stay focused, creatively energized, and balanced as a founder?
Cuppa tea first thing, breakfast with my family, my walk to the office and cooking the evening meal.
I also have to have time away from the screen throughout the day; I find my energy and brain function is badly impacted if hours go by on the laptop.
What’s been the most effective growth lever for acquiring new clients or expanding your customer base?
My sales team. Nothing more important than human to human relationship building in generating sales.
What branding or marketing decision had the biggest impact in elevating your business and building trust with your audience?
Launching a genuinely disruptive brand, not just saying we’re going to. The bravery to call the brand FATSO as the word to compass all that we are: chunky, indulgent, a celebration of more, with zero apologies.
How do you personally define success—not just as a business owner, but as a woman living a purpose-driven life?
Having integrity and staying true to my value system. I run the business and my life according to what I believe is right and wrong, what I believe is fair and not, and what I believe is in the interest of people, those close to me and more broadly, those who are impacted by the decisions I make.
Can you share a mistake or misstep that taught you a lesson you still carry with you today?
Bringing a close friend into my place of work. It’s a lesson I learned pre-FATSO, but a decision I wouldn’t make again. It’s hard enough making decisions or solving business challenges that impact the people. But throw a personal relationship into the mix, it’s an added layer of complexity, an added emotional tension that can cloud your judgement in doing what’s right for the business.
What’s your best advice for women just starting out—especially first-time entrepreneurs feeling overwhelmed or unsure of their next steps?
Build a community of business friends, and learn from them, share with them, ask for help. Other founders, creatives, PR people, journalists, suppliers. Knowledge is a superpower, and people to share your highs and lows with makes the whole thing a lot less lonely and overwhelming.
How do you approach risk and innovation, especially when breaking new ground in a male-dominated or fast-changing industry?
It’s not about approaching risk as an entrepreneur, it’s about accepting that it is a risk. It might not work, but it doesn’t mean you shouldn’t try if you believe in it. If you’re risk adverse, entrepreneurship may not be for you. Following your gut in those early days is everything. Similarly, see and listen to the feedback and results, and use them to pivot or make changes (big or small). Your gut and instincts will change and evolve based on what you see and hear.
If you lead a team, how do you foster a culture of trust, inclusivity, collaboration, and growth?
Remove silos, share the goals and ambitions often, and ask for input from everyone no matter their “level” or “primary function.”
What are the top 5 mindset shifts or personal practices that helped you overcome self-doubt and grow your confidence as a woman entrepreneur?
I’ll let you know when I’ve overcome them…. But what I try to do is hear the compliments and acknowledge the wins as testaments to what I’m building, not fluke or luck.
If you could spark a global movement through your work, what would it be—and why is that mission meaningful to you?
A universal understanding of food and nutrition, and how it impacts our bodies, society and our progress. In turn, I’d like this understanding to eliminate demand for the constant commercialisation of health trends. I fundamentally disagree with the UPF industry exploiting health research for financial gain. We do not need chocolate that replaces the sugar and chocolate with additives, flavourings and modified sweaters. We do not need sweets with “real fruit” that is actually fruit juice from concentrate; we just need more fruit in our diets, and have sweets as a treat. It’s meaningful to me because I see the decline in peoples health- physically and mentally- and the impact it has on society at large, every day.
What’s a quote, philosophy, or guiding belief that shapes how you lead, create, and live every day?
The most effective way to do it, is to do it- Amelia Earhart
Where can our audience connect with you, explore your work, or follow your entrepreneurial journey online?
LinkedIn, Buy Women Built, or reading more articles like these!
