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
