Too much dairy make you queasy? Hard time finding dairy-free options outside of Wholefoods? Ya, me too.
Smart brands anticipate consumer needs and pivot their businesses to meet future behavior. With double digit growth trends in flexitarian diets and greater need to move dairy-free beverage options where consumers shop, the Silk businesses needed to pivot or get caught out by fierce competitors. I led an effort to create a new market strategy to bring our brand, and formula, into a packaging size that could be distributed into immediate consumption channels. I also led the strategic development and execution of building new distribution relationships at a regional-level.
P.S. – This pushed our brand into new trade channels – convenience, hospitality, college & university, and food service – creating a high single digit incremental profit improvement and double digit incremental revenue improvement.