A category long strategy is important and effective when the economy is roaring, and even more powerful when downturns cripple runner-up competitors.
WhiteWave Foods was a great company looking to take advantage of larger consumer trends in DIY handcrafted beverages. Product development brewed up four delicious coffee recipes but struggled to find a winning category. My added-value was steeped in identifying and directing the team to find SToK’s place in the product universe and condition the market for it’s distinctive arrival.
P.S. - SToK was launched as a first-of-it’s kind cold-brew coffee in the grocery, mass, e-commerce and convenience channel – reaping over $10MM in first year revenues.