Former The Apprentice candidate and Manchester marketer Alex Epstein is returning to consumer brands with the launch of Messyface, a new Mediterranean-inspired spreads business targeting the UK jams and preserves aisle.
Messyface, which launches in January 2026, is a modern take on Tahin Pekmez – a slow-cooked grape molasses and roasted sesame tahini. The vegan, gluten-free spread contains just two ingredients and is positioned as a fibre-rich alternative to conventional jams and chocolate spreads.
Epstein, who built his early career in communications and marketing in Manchester, said he first discovered Tahin Pekmez in a Turkish deli while travelling in the Netherlands. “I loved the simple transparency of the recipe,” he said. “The fact this was a fibre-rich product with authentic World cuisine heritage that offered natural fruit sweetness without resorting to any refined sugars, palm oil or synthetic stabilisers, sweeteners and thickeners.”
“Ottolenghi has made significant strides in recent times championing tahini appreciation with the UK. My vision was to spread the ‘tahini joy’ by championing it within a more mainstream medium that could be utilised on bread, in porridge, within smoothies or across any number of home baked offerings.”
The Manchester-born founder is best known to a wider audience for appearing on The Apprentice in 2010, where he described himself as “unconventional” and was fired by Lord Sugar with “regret” after serving as project manager on a losing task.
Since his reality TV appearance, Epstein has gone on to apply his marketing and brand-building experience to consumer products. Around a decade ago, he founded premium haircare brand Concoction, which secured listings with Boots and Selfridges, alongside export deals spanning Australia, Dubai and mainland Europe.
Speaking during that earlier launch, Epstein said: “The partnership with Boots means we are the third premium haircare range to arrive there. It is very exciting as they have their own premium strategies and premium counters that other retailers don’t have so we have our brand ambassadors working on the counters.”
Messyface marks a return to food and drink for Epstein, who believes jams and preserves have failed to evolve at the same pace as peanut butter and chocolate spreads, despite strong consumer demand across breakfast, baking and snacking occasions.
While newer brands such as Fearne & Rosie and Single Variety have carved out niches around low sugar and single-fruit formats, Epstein argues the broader category has struggled to keep pace with modern ingredient expectations and clearer brand storytelling.
Messyface is targeting two predicted food trends for 2026: fibre-rich products and naturally sweetened foods that reject refined sugar. The spread has a caramel-like texture and is designed for use on bread, in porridge, smoothies and home baking.
The brand launches into the UK market this month.
