NTS Weight Loss

Reformulation of a Meal Replacement Shake for Weight Loss

Brand: Naturade Total Soy
Company: Naturade, Inc.

Problem/Opportunity:

Naturade Total Soy, a meal replacement shake for weight loss and the #1 Naturade brand, was slumping at Sam’s Club, its #1 customer. The brand was hurt by the new Slim Fast intro, and in certain danger of being discontinued; the company, the pioneer in natural protein powders, couldn’t survive losing this account.

Solution:

Hazlin turned declines into double-digit sales gains and saved the business with a reformulated and re-positioned product that outsold Slim Fast head-to- head and forced them out of the account. Naturade Total Soy was re-positioned to a “weight loss/ cholesterol reduction” benefit from its original benefit of “Soy Protein for heart health.” It was re-launched in new packaging behind an entirely new, cost reduced, taste improved formula.

KEYWORDS

  • Strategic Problem Solving
  • New Product Development
  • New Formula Development
  • Weight Loss
  • Cholesterol Reduction for Heart Health
  • Soy Protein
  • Package Design
  • Cost Reduction
  • Taste Improvement
  • Nutritional Formula Development
  • Science-Based Claims
  • FDA Regulatory Compliance
  • Branding
  • Corporate Strategy & Business Plans
  • Scientific Claim Support
  • Sales
  • Retail Distribution
  • Package Label Copy & Design
  • Diet & Weight Loss Beverages
  • Healthy Foods
  • Meal Replacement Shakes for Heart Health
  • Natural & Organic Ingredients
  • Nutraceuticals & Phytonutrients
  • Entrepreneurial – Start-up
Branding, Cholesterol Reduction for Heart Health, Corporate Strategy & Business Plans, Cost Reduction, Diet & Weight Loss Beverages, Entrepreneurial – Start-up, FDA Regulatory Compliance, Healthy Foods, Meal Replacement Shakes for Heart Health, Natural & Organic Ingredients, New Formula Development, New Product Development, Nutraceuticals & Phytonutrients, Nutritional Formula Development, Package Design, Package Label Copy & Design, Retail Distribution, Sales, Science-Based Claims, Scientific Claim Support, Soy Protein, Strategic Problem Solving, Taste Improvement, Weight Loss

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