Whoever arranged to meet branding expert Matt kingdoms.

Morning.

Well, that's good to know.

Thank you.

This is it.

I want Matt to help me market the slice to ethically minded consumers.

He's like a slice.

I wouldn't love you.

Thank you.

Welcome the objective.

Because I'm gonna make money.

It's gonna turn into volume.

I mean, I think that's what's missing.

Really?

Here.

You've got got a product, and you know who's gonna buy it, but you don't know why they're gonna buy it.

Morning, guys.

Well, Matt thinks understanding the prisoner's life stories is vital to get the ethical message across.

Really?

I'm a professional, nosy person, right?

I dig into what people are thinking and why they're thinking it.

So I want you guys to tell me everything.

How many times for your times?

30 Odd.

How old are you?

34.

34 years.

You spent 15 years.

I've had a very long term of drug addiction from a very young age class A drugs mule.

Just 10.

Tell me about this.

The work you've been doing with Gordon Gordon.

What sports he done for you.

Inspire me.

Show me candles.

How else?

When you're taking drugs, we'll figure a way to get your doctor.

And I Did you get it?

You left you left with nothing left with empty things.

You feel that?

And this is for Lily.

Anthony Kelly has been clean for nine months, but many of the prisoners in Brixton have serious drug or alcohol addictions.

Ex soldier David Jones got hooked on heroin after leaving the Army.

This course this made me happy inside.

Makes you want to get a good morning.

Makes you want to strive to be soon to do something.

You know, with my life.

I think this is an important thing I'm hearing from you.

And it's important behind Bad Boys Bakery that this isn't a sob story.

Isn't that people hear from you actually hear about?

Well, Gordon saying is discipline hard work, hard graft, doing something, doing something for yourself, change making a change yourself or my kids brigade have made huge progress.

Former drug dealer Hassan Nor is desperate to put his old life behind him on resume contact with his family.

I don't know people, so you can tell the future.

And you know what?

If you challenge in that.

But honestly, if I did call him nine come apart for I'm sorry, and I probably have a lot.

So is there anything in what you've been doing here with these guys?

That's kind of made you think about whether you're gonna be back here for 1/4 time or not.

I'm gonna prove they were older.

Basically true Delights.

Your criminal is a criminal can change your life.

You know, it's very moving, very moving.

Hearing that it does.

It does make me think you know that some of your personal stories a very, very interesting and would be very interesting as part off maybe a part of the packaging or a part of a part of the message that went out right.

Guys has already come up with an idea from marketing slogan.

I think there's something around.

The idea of life changing tastes is powerful.

I think it's emotional way might want to think about it on the pack.