Noosa Yoghurt had just launched in the US and was the posterchild of thick, indulgent yogurt. Just don’t look at the calorie or sugar count … you’ll hate yourself and love yourself at the same time.
Yulu Aussie-style Yogurt was created to compete with Noosa following consumer trends favoring thicker, more flavorful yogurt experiences being seen outside of the USA. After an incredible amount of work to develop a new product and brand, Yulu was positioned to be first to market but internal hesitancy limited our ability to launch before Noosa. What was the result once we launched? Yulu was quickly pulled out of the marketplace when we realized sales velocity didn’t meet expectations. Was our expectations too high OR was the amount of resources needed to compete against a category king too small?
P.S. Either way, my effort in helping the Yulu team further carve out a new category niche proved unsuccessful, and I frequently wonder what could have been if I had been more successful persuading WhiteWave senior leadership to pull the Yulu trigger earlier.