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January 24, 2025

Founder dresses as burglar to troll corporate rival: ‘I’m ready to embarrass myself’

Inspired by viral YouTuber MrBeast, founder Giuseppe Baidoo took to the streets to stand up for his snack startup

Freya Pratty

4 min read

For the past few months, founder Giuseppe Baidoo has periodically swapped his office attire for a burglar costume he bought from Amazon and headed out to high streets across London. 

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Baidoo outside Holland & Barrett. Photo: Baidoo.
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Freya Pratty

Freya Pratty is Sifted's associate editor. She covers UK tech and leads Sifted's investigations. Follow her on X , LinkedIn and Bluesky

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