314. Sandie Dilger, CMO at Proper Snacks: Agency to Brand, Better Snacking , Fiber is the new Protein, Fostering Creativity

Sandie Dilger is the CMO at Proper Snacks, the fast-growing UK snacking company behind Proper and Eat Real. In this episode, she joins Daniel Torres live from London to discuss how Proper is redefining snacking through better-for-you ingredients, bold creativity, culturally relevant branding, and fast-paced innovation, while also sharing lessons from her unconventional journey into FMCG leadership.

Tune in to hear about:

• Reinventing snacking as an act of positive well-being
• Making healthier snacks mainstream through taste, fiber, and better ingredients
• Using creativity, design, and cultural relevance to build standout brands
• Competing with bigger players through speed, innovation, and challenger thinking
• Career lessons from moving across FMCG, agencies, and leadership roles