Sam McDonald is a commercially driven FMCG leader with over a decade of experience building and scaling consumer brands across the UK and international markets. As Managing Director of MEDAHUMAN, one of the UK’s leading functional wellness brands, Sam is focused on driving growth through clear brand positioning, strong commercial execution and disciplined innovation. Prior to MEDAHUMAN, Sam was a founding partner at HIPPEAS, where he played a key role in scaling the business internationally and establishing it as a recognised brand in the better-for-you snacking space. He has also held senior commercial roles across global healthcare and consumer goods businesses, with responsibility for large-scale portfolios, international markets and full P&L ownership. Product innovation has been at the heart of every business Sam has been involved in. He has consistently used innovation as a core lever to unlock growth — whether through new product development, category creation or re-positioning brands to better meet evolving consumer needs. His approach combines commercial rigour with a deep understanding of what drives consumer engagement and repeat purchase. As a judge for the Grocer 2026 New Product Awards, Sam brings a well-rounded perspective across innovation, scalability and real-world retail viability, with a focus on identifying products that can genuinely stand out and deliver sustained success in a competitive grocery environment.