Total Soy

Soy Protein Meal Replacement Shake Formulation and Mass Market Launch

Brand: Naturade Total Soy
Company: Naturade, Inc.

Problem/Opportunity:

Naturade was the 80 year-old pioneer in Protein Powders. They sold their natural products exclusively through health foods stores. The new private equity owners wanted rapid growth via expansion into food/ drug/ mass without jeopardizing natural channel sales.

Solution:

Hazlin joined Naturade and launched Naturade Total Soy, a new brand that ultimately became the #1 brand of Soy Protein shake for weight loss and cholesterol reduction. In less than 10 months the product was approved in 20,000 mass doors while gaining virtually 100% wholesale distribution in the health food channel. This accomplishment came via aggressive sales presentations created by Hazlin, including a strong presence at key trade shows. It was backed by significant efforts in PR, promotion and advertising all created under Hazlin’s personal direction. By strategically positioning different formulas and sizes at different price points, Naturade maintained its credibility as a supplier to the natural trade, while opening up a totally new, expanded distribution base.

KEYWORDS

  • Strategic Problem Solving
  • New Product Development
  • New Formula Development
  • Weight Loss
  • Cholesterol Reduction for Heart Health
  • Soy Protein
  • Package Design
  • Taste Improvement
  • Nutritional Formula Development
  • Science-Based Claims
  • FDA Regulatory Compliance
  • Branding
  • Corporate Strategy & Business Plans
  • Investor/ Equity Capital Coordination
  • Scientific Claim Support
  • TV, Print & Radio Campaigns
  • Financial Planning
  • Retail Distribution
  • Advertising & Promotion
  • Package Label Copy & Design
  • Sales & Distribution
  • Diet & Weight Loss Beverages
  • Healthy Foods
  • Meal Replacement Shakes for Heart Health
  • Natural & Organic Ingredients
  • Entrepreneurial – Start-up
Advertising & Promotion, Branding, Cholesterol Reduction for Heart Health, Corporate Strategy & Business Plans, Diet & Weight Loss Beverages, Entrepreneurial – Start-up, FDA Regulatory Compliance, Financial Planning, Healthy Foods, Investor/Equity Capital Coordination, Meal Replacement Shakes for Heart Health, Natural & Organic Ingredients, New Formula Development, New Product Development, Nutritional Formula Development, Package Label Copy & Design, Print & Radio Campaigns, Retail Distribution, Sales & Distribution, Science-, Scientific Claim Su, Soy Protein, Strategic Problem Solving, Taste Improvement, TV, Weight Loss

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