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Speaking to FoodNavigator-USA after hiring Stephanie McGregor who has worked on brands including KRAVE, barkThins, PopChips, Red Bull, Clif bar, and vitaminwater - as VP marketing for SmashMallow, Sebastiani said: If you look at this brand and its early success and even compare it to KRAVE, the trajectory is so explosive its incredible. Complacency is a dangerous thing in the CPG industry, he said, but early signs are extremely encouraging: As an entrepreneur and investor you have to be humble, wary, even paranoid, but for the moment, the results really are mindboggling." We had a 50-case display set up in a Fred Meyer in Oregon that sold through in three days He added:Were in around 2,000 stores already ranging from Sprouts, Fred Meyer and Gelsons on the west coast to Balducci's, Kings and Fairway on the east coast. We did a test in [outdoor pursuits retailer]REI about six weeks ago and the test was so successful they rolled us out to all of their stores. Weve already tested it in the club channel and the convenience channel and its gone really well; this is a brand that can work across natural, specialty, club, convenience, drug, mass, so many channels; by the end of the year well have single serve packs and large packs for the club channel. On shelf were being merchandised next to barkThins, Justins Nut Butter Cups, and so on, but were also seeing a ton of off shelf activation via things such as floor stacks; we had a 50-case display set up in a Fred Meyer in Oregon that sold through in three days around Valentines Day. We see a tremendous sense of impulsivity here, because the brand is cute, fun, easy to understand and it over-delivers on the flavor experience. "People are buying it a second and a third time, so its repeatable and scalable. Stephanie McGregor - the new marketing VP at SmashMallow - most recently led the branding and marketing strategy at snackable chocolate brand barkThins, prior to which she held senior marketing roles at KRAVE, PopChips, Red Bull, Clif bar, and vitaminwater. Jon Sebastiani, founder of SmashMallow brand owner Sonoma Brands, told FoodNavigator-USA: "Brands need to take on a personality of their own beyond the product, your brand has to mean something and communicate a relationship to the consumer, and that's where the real magic comes in, and Stephanie's got it." In the US, marshmallows typically come in two colors - white and pink and are typically displayed in large family-sized packs in the bakery ingredients section of the store or coated in chocolate and sold in boxes as a try this site gift item alongside boxed chocolates. SmashMallow marshmallow squares, by contrast - which feature gourmet flavors fromToasted Coconut Pineapple to Meyer Lemon Chia Seed -are sold in re-sealable bags (MSRP 3.99 for a 4.5oz pack) and designed for everyday snacking. They contain 70-90 calories per serving and deliver a taste and wow-factor beyond an ordinary marshmallow,claims Sonoma Brands, which is investing in entrepreneurial brands such as Dang Foods, but also developing its own products in-house, such as drinkable soup brand ZUPANOMA . I dont have to invest a lot of capital in teaching Americans what marshmallows are While we often talk about blue sky innovation, some of the most successful product launches in recent years have taken a familiar product and made consumers think about it differently through branding, packaging, positioning or some culinary tweaks, said Sebastiani. In the case of SmashMallow, Sonoma Brands has taken the marshmallow with which all Americans are familiar - cleaned up the ingredients list, added a gourmet twist, and presented it in re-sealable packaging that makes it snackable, and effectively created a new category and usage occasion, he added.
For the original version including any supplementary images or video, visit http://www.foodnavigator-usa.com/Trends/Healthy-snacking/Sonoma-Brands-hails-explosive-growth-trajectory-at-SmashMallow
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