Camilla Barnard and the Rude Health team are making healthy eating a celebration, not a sacrifice. Founded in 2005 at her kitchen table, Barnard and her then husband Nick set out to challenge the assumption that health foods had to be bland and boring. Starting with cereals, it became clear in 2013 while offering in-store tastings, that there was a need for milk alternatives made of natural ingredients that tasted great. Barnard's role as brand director was a complete rebrand as part of the milk alternative launch, which lead to Almond Drink becoming an instant bestseller – and that’s still the case ten years later.

Three months ago, Rude Health was bought by Oddlygood. At the time, she said: "Much like when my son went to university, I'm feeling all sorts of emotions. Hugely excited for the brand and its future. And quite wobbly about letting go of something I've built for such a long time."

Previously Barnard consulted for B&Q’s publishing arm, worked in the City and in fashion, using the language skills she learned while living in Japan.