Naturade Total Soy, the #1 Naturade brand, was slumping at Sam’s Club, its #1 customer, after 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.
Herbalife was the world leader in meal replacement shakes, but there was no written plan to grow the $1.5B retail food category. Its market-leading brand, Formula 1 Shake, had morphed into 365 SKUs and over 100 formulas with inconsistent nutritional specifications from country to country.
Pharmavite had decided to bring herbal products into the Mass market and hired Hazlin to accomplish the task. The new line was to be contract manufactured by a major health food store supplier who was simultaneously trying to launch their own herb line into Food/Drug/Mass. Pricing versus the supplier’s own branded line required a price/promotion strategy that allowed no budget for consumer advertising.