Former Apprentice candidate Alex Epstein launches spreads brand Messyface

Manchester marketer and former The Apprentice candidate Alex Epstein is returning to consumer brands with Messyface, a Mediterranean-inspired spreads business aimed at the UK jams and preserves aisle.

Messyface launches in January 2026 and is a modern version of Tahin Pekmez, a slow-cooked grape molasses and roasted sesame tahini. The vegan, gluten-free spread has only two ingredients and is being positioned as a fibre-rich alternative to standard jams and chocolate spreads.

Epstein, who started his career in communications and marketing in Manchester, said he first came across 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 for appearing on The Apprentice in 2010. He described himself on the show as “unconventional” and was fired by Lord Sugar with “regret” after acting as project manager on a losing task.

Since then he has used his marketing and brand-building experience on consumer products. Around ten years ago he set up premium haircare brand Concoction, which won listings with Boots and Selfridges as well as export deals covering Australia, Dubai and mainland Europe.

At that 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 takes Epstein back into food and drink. He believes jams and preserves have not developed as quickly as peanut butter and chocolate spreads, despite strong demand at breakfast, in baking and for snacks.

Newer brands such as Fearne & Rosie and Single Variety have built niches in low-sugar and single-fruit products, but Epstein argues the wider category has not kept up with modern expectations on ingredients or with clearer brand storytelling.

Messyface is aimed at two food trends predicted for 2026: fibre-rich products and naturally sweetened foods without refined sugar. The spread has a caramel-like texture and is designed for bread, porridge, smoothies and home baking.

The brand launches in the UK this month.