Yogurt line adjustments aren’t flashy, of course, but Leibowitz said the changes to the company’s “consumer focused innovation” strategy. “Our Original yogurt is really the everyday use case, and then Greek is it’s own need state for sports oriented folks who want high protein without flavors, and then Blissful is about indulgence with no crossover between those two.” “Our yogurts are highly targeted,” Leibowitz said. The goal is to create clearly differentiated use cases for each style. The company has also reformulated its original (formally known as European style) yogurt to be a blended, creamier yogurt and cut back its Greek yogurt line to just unsweetened vanilla and plain. Though the company already has four other yogurt products, Leibowitz emphasized that the new higher protein launch will add incremental sales. Queso and Spreadable Cheeses both are large opportunities, he said, without a clear leader emerging from the plant-based brand cohort yet. Though these efforts were “three times harder than expected,” Leibowitz said, they’ve paid off, giving the brand the ability to quickly jump on white space it finds in the marketplace. The brand has raised $75 million to date, investing more than $25 million of that money in facilities and processes, including acquiring its copacker in 2018. The past three years have been spent focusing on talent and production, Leibowitz said. And thank goodness we attracted the right talent who can get it done.” “ making great tasting plant-based foods is exponentially harder than making great tasting foods from dairy… I didn’t see that coming until I got here. “When I first started broad aspirations for just a phenomenal business a broad set of shoulders that had the right to expand into multiple categories,” Leibowitz said. It’s a broad product portfolio, but CEO Rob Leibowitz said the company has the power and ability to stretch. The new products join a robust portfolio of plant-based butters, Greek yogurt, yogurt tubes, ricotta cheese, filled pastas, cream cheese, dips, sour cream, and indulgent dessert-inspired yogurts that are sold in roughly 12,000 stores.
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