PRESS & MEDIA
Sampliful | www.sampliful.com
Press Enquiries: press@sampliful.com | +44 (0)20 7946 0832
About Sampliful
Sampliful is the UK’s leading product sampling platform, connecting innovative brands with engaged, high-intent consumers who are genuinely excited to discover and trial new products. Founded in 2019 and headquartered in London, Sampliful has grown from a small start-up into a trusted partner for over 400 brands across FMCG, beauty, food and beverage, health and wellness, and household categories.
Our proprietary targeting technology matches the right products to the right consumers at the right moment in their purchase journey — turning trial into loyalty and word-of-mouth into measurable brand growth. To date, Sampliful has facilitated over 12 million sample distributions across the United Kingdom, Ireland, and select European markets.
We believe that experiencing a product is the most powerful form of marketing. Our mission is to make that experience accessible, data-driven, and genuinely meaningful for both brands and the consumers they serve.
Sampliful at a Glance
| 12M+
Samples Distributed |
400+
Brand Partners |
3.2M
Registered Members |
94%
Member Satisfaction Score |
| 2019
Year Founded |
7
Countries Served |
£42M
Series B Raised (2024) |
180+
Team Members |
Latest News & Press Releases
Sampliful Surpasses 3 Million Registered Members, Cementing Position as the UK’s Largest Consumer Sampling Network
Sampliful Press Office • 12 February 2026
Sampliful today announced that its consumer membership has crossed the three million milestone, marking a 40% year-on-year growth in its registered user base. The achievement reflects surging demand for personalised product discovery among UK shoppers, with over 85,000 new members joining the platform in January 2026 alone. Chief Executive Officer Harriet Lawson said the milestone validated the company’s strategy of combining smart targeting technology with genuine consumer engagement rather than passive distribution.
Sampliful Launches SampleIQ 2.0: Next-Generation AI Targeting Engine Delivers 3x Improvement in Trial-to-Purchase Conversion
Sampliful Press Office • 28 January 2026
Sampliful unveiled SampleIQ 2.0, the second major iteration of its proprietary targeting and matching platform. The new engine uses a combination of first-party behavioural data, declared consumer preferences, and purchase intent signals to match products to consumers with significantly higher precision than the previous version. In beta trials conducted across 14 Brand Partner campaigns, SampleIQ 2.0 delivered an average trial-to-purchase conversion rate of 38%, compared to an industry benchmark of 12% for traditional mass sampling.
Sampliful Expands into German and Dutch Markets Following Strong Performance Across Ireland and France
Sampliful Press Office • 9 January 2026
Building on successful launches in Ireland (2022) and France (2023), Sampliful has announced its expansion into Germany and the Netherlands, with operations beginning in Q1 2026. The move will bring the platform’s total market footprint to seven countries and opens the door to an addressable consumer audience of over 100 million across Europe. Sampliful has signed inaugural Brand Partner agreements with six major FMCG groups for its German and Dutch launch campaigns.
Sampliful Closes £42 Million Series B Funding Round Led by Kinetic Ventures with Participation from Founders Fund Europe
Sampliful Press Office • 3 November 2025
Sampliful announced the successful close of a £42 million Series B funding round, led by Kinetic Ventures with participation from Founders Fund Europe and returning investor Northlight Capital. The round will be used to accelerate international expansion, deepen SampleIQ’s machine learning capabilities, and grow the Brand Partner success and account management team. The raise brings Sampliful’s total funding to £68 million and values the company at approximately £290 million.
Sampliful and Tesco Launch First-of-Its-Kind In-Store Digital Sampling Programme Across 200 UK Locations
Sampliful Press Office • 14 July 2025
Sampliful and Tesco announced a strategic partnership to pilot a digitally enabled in-store sampling programme, combining Sampliful’s consumer targeting capabilities with Tesco’s Clubcard data to deliver hyper-relevant product trials to shoppers at the point of purchase. The programme launched across 200 Tesco Extra and Tesco Superstores in England and Wales in September 2025, with rollout to a further 150 stores planned for early 2026. Early results indicated a 52% uplift in repeat purchase among trial participants compared to non-trial control groups.
Sampliful in the Media
Sampliful has been featured in leading business, marketing, and consumer media. A selection of recent coverage is included below.
‘The Sampling Revolution: How Sampliful Is Turning Free Products into Brand Loyalty’
The Sunday Times — Business • 18 February 2026
A feature-length profile of Sampliful’s growth story, exploring how the company has redefined sampling as a performance marketing channel. The piece profiles CEO Harriet Lawson and examines how the platform’s data-driven approach has attracted brand partners ranging from challenger start-ups to FTSE 100 household names.
‘Why Free Samples Are Booming in a Cost-of-Living Crisis’
The Guardian — Money & Consumer • 4 February 2026
The Guardian examines the surge in consumer sign-ups to product sampling platforms during the cost-of-living squeeze, citing Sampliful as the market leader and quoting consumer research showing that 67% of Sampliful members have gone on to purchase a full-size version of a sampled product within three months.
‘Sampliful’s £42m Raise Signals Investor Confidence in Data-Driven Sampling’
Marketing Week • 20 January 2026
Marketing Week covers Sampliful’s Series B fundraise in depth, with commentary from industry analysts on what the round signals for the broader sampling and experiential marketing sector. The article includes an interview with Sampliful’s Chief Marketing Officer, James Okafor, on the company’s product roadmap and plans for European expansion.
‘The 50 Most Innovative UK Start-Ups of 2025’
Wired UK • 9 December 2025
Sampliful was named among Wired UK’s 50 Most Innovative UK Start-Ups of 2025, cited for its SampleIQ targeting engine and its ability to generate measurable, auditable ROI for brand partners in a marketing landscape increasingly sceptical of traditional digital advertising.
‘How Sampliful Is Helping Challenger Brands Punch Above Their Weight’
Forbes UK • 22 October 2025
Forbes UK profiles three challenger brands — a vegan snack company, an independent skincare label, and a functional drinks start-up — that used Sampliful campaigns to launch into the UK mass market without the budget of established competitors. The piece highlights how sampling data fed back into product development and retail ranging decisions for all three brands.
Awards & Recognition
Sampliful has received a number of industry accolades recognising innovation in marketing technology, consumer engagement, and business growth.
| Year | Award | Awarding Body | Category |
| 2026 | Best Marketing Technology Platform | UK MarTech Awards | Sampling & Consumer Engagement |
| 2025 | Most Innovative Scale-Up | Wired UK Start-Up Awards | 50 Most Innovative UK Start-Ups |
| 2025 | Best Use of Data in Marketing | The Drum Awards | Data-Driven Consumer Targeting |
| 2025 | Growth Company of the Year | British Business Awards | Technology & Software |
| 2024 | Best Consumer Insights Platform | FMCG Excellence Awards | Brand & Consumer Intelligence |
| 2024 | Top 100 UK Start-Ups to Watch | Startups.co.uk | Consumer Technology |
| 2023 | Best New Product Launch Platform | Grocery Trader Awards | New Product Development & Launch |
| 2022 | Rising Star Award | UK Digital Marketing Awards | Digital Innovation |
Leadership Team
Our spokespeople are available for interview, comment, and panel participation on topics including product sampling, brand marketing, consumer behaviour, marketing technology, and the FMCG landscape.
Harriet Lawson — Co-Founder & Chief Executive Officer
Harriet co-founded Sampliful in 2019 after a decade in brand marketing at Unilever and a stint as VP of Growth at a direct-to-consumer health brand. She is a regular speaker at marketing and technology events including the Festival of Marketing, MAD//Fest, and the FMCG CEO Summit. Harriet is a Non-Executive Director of the Advertising Association and a mentor in the Founders Forum network.
Topics: Brand-building, the future of sampling, DTC vs. retail strategy, female founders in tech, scaling a marketplace business.
Marcus Reid — Co-Founder & Chief Technology Officer
Marcus leads Sampliful’s engineering and data science teams. He previously held senior engineering roles at Deliveroo and Amazon, where he worked on large-scale consumer recommendation systems. Marcus built the first version of the SampleIQ engine and continues to lead its technical development. He holds a PhD in Machine Learning from the University of Edinburgh.
Topics: AI and machine learning in marketing, recommendation systems, consumer data ethics, building product at scale.
James Okafor — Chief Marketing Officer
James joined Sampliful in 2022 as CMO, bringing 15 years of experience across agency and brand-side marketing, including senior roles at WPP and as Global Head of Performance Marketing at a major beauty conglomerate. He oversees brand strategy, demand generation, and Brand Partner marketing for Sampliful.
Topics: Performance marketing, brand versus performance balance, sampling as a marketing channel, FMCG consumer trends.
Priya Mehta — Chief Commercial Officer
Priya leads Sampliful’s Brand Partner relationships and commercial strategy. She joined from Nielsen, where she spent eight years in consumer insights and retail consultancy. Priya has been instrumental in building Sampliful’s Brand Partner base from 40 clients in 2021 to over 400 today.
Topics: Consumer insights, retail and FMCG trends, brand launch strategy, the ROI of sampling.
Boilerplate — About Sampliful
For use in press releases, articles, and media content:
Sampliful is the UK’s leading product sampling platform, connecting forward-thinking brands with millions of engaged consumers who want to discover and trial new products. Founded in 2019 and headquartered in London, Sampliful uses proprietary AI-powered targeting technology to match the right products to the right people at the right moment. With over 12 million samples distributed, 400+ Brand Partners, and 3.2 million registered members across seven countries, Sampliful is redefining how brands build trial, loyalty, and measurable growth. For more information, visit www.sampliful.com.
Brand Assets & Media Resources
High-resolution logos, photography, executive headshots, and brand guidelines are available for members of the press and accredited media. To request these assets, please email press@sampliful.com with your publication name and the intended use.
Assets available include:
- Sampliful primary logo in full colour, white, and monochrome (PNG, SVG, EPS)
- Sampliful wordmark and icon variants in all formats
- Executive headshots for all C-suite spokespeople (high resolution, print-ready)
- Lifestyle and platform photography for editorial illustration
- Infographics and data visualisations from recent consumer research reports
- Brand guidelines document including colour palette, typography, and usage rules
All brand assets are provided for editorial use only and must not be modified, recoloured, or used in a way that implies endorsement of a third-party product or service. Full usage guidelines are provided with each asset pack.
Press Contact
For all media enquiries, interview requests, comment, and press release distribution, please contact our Press Office directly:
Sampliful Press Office
Email: press@sampliful.com
Phone: +44 (0)20 7946 0832
Website: www.sampliful.com/press
PR Agency (on behalf of Sampliful):
Meridian PR — Technology & Consumer Practice
Contact: Sophie Harte, Account Director
Email: sophie.harte@meridianpr.co.uk
Phone: +44 (0)20 7946 1105
We aim to respond to all media enquiries within four hours during business hours (Monday to Friday, 09:00–18:00 GMT). For urgent out-of-hours enquiries, please call the press office number above and leave a voicemail marked urgent.
Note: All statistics, quotes, and company information in this document are accurate as of February 2026. Please contact press@sampliful.com to verify figures before publication.