Product line was in one region of Whole Foods and struggling with branding, messaging, formulation, repeat sales, and manufacturing. We branded and renamed the line, reformulated to improve taste and efficacy (including organic and Non-GMO certifications), added innovative line extensions, and secured new co-manufacturing. Brand was relaunched and successfully rolled out to more than 8,000 stores across North America. We also secured Certified B Corporation status for the company.
Brand was successful in warehouse clubs but struggling with a failed retail launch. Existing sizing, pricing and distribution were adjusted. New flavors and microwaveable packaging were added. Breakthrough advertising campaign coupled with Super Bowl end cap merchandising program grew sales from $25MM to $100MM over five years. Operational improvements were identified and implemented, with gross margin increasing from 25% to 55%
Directed the internal development of two new product lines targeted to deliver at least $50 million in sales revenues following strategic redirection of brand extension program.
· Led the expansion of frozen entrees brand to $160 million in sales revenues, an increase of 16%, while regaining the #1 low calorie market share position in the category.
· Managed the expansion of frozen desserts brand to $40 million in sales revenues, an increase of 75%, behind the launch of a breakthrough new product.
Led acquisition of $100MM frozen food portfolio of appetizers and pasta.
Led acquisition of $10MM frozen baked goods company.
Real Phat Foods
Rosetto Stuffed Pasta
Smart Ones/Weight Watchers
Sun Valley Mustard
Cafe Mule Coffee