How the Michelin Development Grant Transformed Dew Products’ Growth Story

At Dew Products, innovation, sustainability and trust drive everything we do. The Michelin Development Grant has been a catalyst in helping us expand these values to new markets across the world. More importantly, it’s allowed us to scale responsibly, create new jobs, and reinforce customer loyalty through better service and sustainable impact.

Our journey began in Dundee, where we set out to create safe, non-toxic cleaning products using electrolysed water — a formula that’s tough on dirt but gentle on people, pets and the planet. Thanks to the support of Michelin Development, that vision has evolved into a global success story.

From Dundee to the World: The Dew Products Journey

Since our launch six years ago, our sustainable home, personal, child and pet care ranges have attracted customers from around the world. As global demand surged, we needed to boost our capacity without compromising on quality or our environmental commitment. That’s when the Michelin Development Grant became the driving force behind our transformation.

With this support, we invested in a second automated bottling line at our West Gourdie Industrial Estate facility. The result? Our manufacturing efficiency increased one hundredfold. We can now produce, bottle and ship Dew products faster than ever before — while maintaining the same trusted quality our customers rely on.

Empowering Local Growth and Creating New Opportunities

Our growth is not just about business success. It’s about people, community and opportunity. Thanks to the Michelin Development Grant, we’re creating over 40 new roles across our Dundee operations, supporting local employment and strengthening the regional economy. Additionally, we’re exploring larger premises to accommodate our expanding team and ensure continued innovation.

This collaboration perfectly aligns with Michelin Development’s goal — to help high-potential small and medium-sized enterprises build sustainable jobs and contribute to regional prosperity. Together, we’re proving that local growth and global impact can go hand in hand.

Strengthening Our Brand and Expanding Our Reach

The Michelin Development Grant didn’t just fund equipment. It helped us enhance our brand identity, improve compliance, and position Dew for international success. With this support, we launched our new Janitorial range designed for commercial and industrial clients — bringing eco-friendly cleaning solutions to a wider market.

We also used the funding to streamline our compliance processes, ensuring that Dew products can confidently enter new markets while meeting local regulations. This commitment to transparency and reliability reinforces our customers’ trust and strengthens long-term retention.

Marketing Psychology: Building Trust and Loyalty Through Growth

At Dew, we understand that growth isn’t only about production numbers. It’s about how customers perceive, believe and connect with your story. The Michelin Development Grant provides a foundation for authentic, trust-based marketing. Here’s how psychological principles guide our approach:

• Authority Bias – Being backed by Michelin Development positions Dew Products as credible, responsible and industry-endorsed.
• Social Proof – Customers see us succeeding with Michelin’s support and feel confident in choosing a trusted, validated brand.
• Commitment & Consistency – Our continued growth and reinvestment build consistent trust over time.
• Reciprocity – We give back through cleaner products, community jobs and transparency, deepening loyalty.

Every advert, social post and campaign highlights these values — turning awareness into trust and trust into long-term relationships.

Advertising That Converts and Retains

Our advertising strategy now showcases the tangible benefits of the Michelin Development Grant for customers. By communicating that this grant allows us to improve production speed, quality and sustainability, we align our brand story with our customers’ values. This emotional connection drives higher conversion and encourages retention.

For example, our recent campaigns highlight phrases such as “Supported by the Michelin Development Grant” and “Empowered by innovation.” These messages reassure customers that they’re buying from a brand with solid foundations and a meaningful mission.

Expanding Globally, Staying True to Our Roots

With Michelin Development’s backing, Dew Products has expanded into new international markets, including the United States. This marks a major milestone for a Dundee-based company committed to sustainable production. However, while our reach grows, our principles remain unchanged — every product is safe, effective, and proudly produced with the planet in mind.

Moreover, our ongoing improvements in compliance and automation mean customers worldwide receive consistent quality, fast delivery, and the assurance of a brand built on integrity.

Our Partners and the Michelin Development Steering Committee

The Michelin Development Grant programme is supported by a steering committee made up of respected organisations that share our commitment to business growth and community development. Their collaboration ensures businesses like Dew receive the best guidance, funding and mentorship possible.

• Michelin – A global leader in sustainable mobility and innovation.
• Angus Council – Supporting enterprise and community development across the Angus region.
• Business Gateway – Helping Scottish businesses start, grow and thrive through expert support.
• Dundee and Angus Chamber of Commerce – Strengthening local business connections and development.
• Dundee City Council – Driving economic growth and innovation in the city of Dundee.
• Scottish Enterprise – Scotland’s national agency for business innovation and investment.
• Royal Bank of Scotland – Supporting businesses through tailored financial services and advice.

These partnerships demonstrate that the Michelin Development programme is about more than finance. It’s about collaboration, expertise and a shared vision for sustainable success.

Beyond Funding: A Partnership for Sustainable Success

For us, the Michelin Development Grant symbolises more than financial assistance. It represents belief, trust and shared purpose. It shows our customers that we’re not only committed to cleaner, safer products but also to creating lasting positive impact in our community and beyond.

This trust translates into stronger retention. Customers see that we’re growing responsibly — investing in better processes and people — and they feel part of that journey. That emotional connection is what turns first-time buyers into lifelong supporters.

Looking Ahead: Innovation, Growth and Gratitude

As we continue to grow, we remain dedicated to sustainability, innovation and transparency. Every step forward — every new product, every job created, every market entered — carries the spirit of partnership that defines Dew and Michelin Development.

To our loyal customers, thank you for your continued support. To new customers, welcome to a cleaner, safer future — powered by innovation, responsibility and the Michelin Development Grant.

Learn more about the Michelin Development programme at michelindevelopment.co.uk.