My journey with beverages started in wines and spirits, and at 25, I launched my first drinks company in Newcastle. While it wasn't a huge success, it sparked my entrepreneurial spirit. After moving to London, I cut my teeth at a vitamin water start-up, later acquired by one of the industry's giants, before transitioning to retail with Joseph Joseph and founding Barista & Co.

After a decade immersed in the coffee industry, I became fascinated by coffee's health benefits, which led me to explore enhanced beverages. Louise mentioned she was taking collagen with water and coffee but it didn't taste very good. I was confident this was something that we could overcome.

This time, I wasn't just creating another beverage – I was developing something Louise and I genuinely wanted to drink ourselves. Tide represents the perfect fusion of my beverage expertise and our shared commitment to wellness. James.

By 2024, our journey had led us through hundreds of scientific papers on collagen, and we'd finally discovered a source that met our standards. Our philosophy was simple yet uncompromising: we would only create products we'd put in our own bodies. This meant three non-negotiables – they had to be natural, beneficial, and taste exceptional.

While the science behind our ingredients was solid, we were missing the crucial flavour component until serendipity stepped in. Through our coffee industry connections, we met Lawrence, a veteran flavour expert who had worked with both soft drinks and alcoholic beverages. Like us, he had been exploring wellness and beauty beverages but hadn't found the right project – until Tide came along.

By late 2024, this perfect alignment of expertise led to our first perfected recipes. Consumer testing proved what we'd hoped – we'd created something special. And as they say, the rest is history.