HD Brands was founded more than 20 years ago by Mudassar Aziz, an entrepreneur with a passion for spotting trends and turning bold ideas into thriving businesses. What began as a small operation has grown into one of the UK’s most dynamic FMCG sales agencies — a trusted partner for global brands and a driving force behind some of the most exciting product launches in the market.
Our journey is built on resilience, creativity, and an unwavering focus on relationships. From humble beginnings to national distribution, HD Brands has carved its place by consistently connecting great products with the right audiences. Today, we work hand-in-hand with retailers, suppliers, and brand owners to bring international flavours, innovations, and category-shaping products to UK consumers.
At our core, we believe success is not just about what you sell — it’s about how you build, activate, and sustain the brands that matter. That’s why we do things differently: blending industry expertise with an entrepreneurial spirit that keeps us ahead of the curve.
Our vision is simple yet ambitious: to be the UK’s leading launchpad for exciting FMCG brands.
We aim to shape the future of food & beverage by:
Spotting tomorrow’s trends today and introducing them to the UK market.
Creating opportunities for retailers to excite and delight their customers.
Building sustainable partnerships that deliver long-term value for our clients and consumers.
We see HD Brands as more than a sales agency. We are brand builders, market makers, and storytellers — committed to elevating every product we represent. By combining global reach with local insight, and by putting people and relationships at the centre of everything we do, we are determined to set new standards for what a modern distribution partner can be.