ANNIE'S VALUE CREATION
ATTRACTED GENERAL MILLS ACQUISITION
To make lasting change in our food system that positively impacts consumer and planet health is a tall ask.
At Annie’s, a strategic growth plan was needed to grow from a single product line into multiple product lines across multiple categories and multiple dayparts. Developed bold, consumer-centric strategies and aggressive new product innovation strategy roadmaps to accelerate growth in sales revenue and market share to quickly establish Annie’s as the leading organic kids’ brand and Organic Food CPG category, in the US Market.
The result attracted General Mills to acquire the company as part of its strategy to expand its organic food portfolio with a bigger presence in the natural-and-organic food aisles, to energize the company's sales and profits, and meet the business and planetary imperative of regenerative agriculture for the future of the brand.
BARE SNACKS VALUE CREATION
ATTRACTING PEPSICO ACQUISITION
Edit YourTo transform the potential of a young brand into a high-growth emerging brand with the capacity to positively impact the health of our consumers and our food system outside-the-box thinking was needed to collaboratively develop actionable brand and marketing strategies designed to disrupt the conventional snack category.
Erin created a brand strategy to zig where others zagged, launching a clean, minimal, transparent, black-bag-cool, purpose-driven brand with a marketing edge to hook consumer fanatics “at hello”, that set the brand apart from the crowd for scalable growth within the essential snack nutrition movement.
She developed bold product innovation roadmaps to accelerate the brand team’s ability to expand the product portfolio across multiple channels of distribution, grow market share and sales revenue to become the leading brand in the baked fruit and vegetable snack category, and improve people’s lives by providing healthy snack food.
PepsiCo acquired the promising young company to expand its better-for-you portfolio into the growing alternachip category. The Bare acquisition provided a substantial boost to PepsiCo’s business, diversifying its product lines, increasing market share and profit, and meeting changing consumer needs with better-for-you snacks, to positively impact consumer health on a magnified scale and enable a much bigger future for the global food and beverage leader.
ELLA'S KITCHEN ORGANIC BABY FOOD VALUE CREATION
ATTRACTED HAIN CELESTIAL ACQUISITION
Launching the UK-based Ella’s Kitchen Organic Baby Food brand into the US market with limited resources required a radical game plan. We developed sales & marketing strategies that harnessed the radical relevance of the first-to-market baby food brand to offer organic food in flexible pouches. The category disruptor would be a game changer for moms, babies, and the category.
Dynamic, consumer-centric marketing strategies were designed to leverage the buzz of mommy influencers, “Queen Bees”, to swarm from coast to coast and ignite consumer demand. The rapid growth of the disruptive brand achieved a position of category leadership and sales revenue growth from $0 to $70MM in four years.
Its success attracted the attention of Hain Celestial, who acquired the brand as part of its business strategy to accelerate the growth of better-for-you brands into a new global Infant, Toddler, and Kids Division dedicated to bringing natural-and-organic nutritional feeding options to a global consumer base.
KEVITA SPARKLING PROBIOTIC DRINK VALUE CREATION
ATTRACTED PEPSICO ACQUISITION
The recently launched KeVita brand was seeking to gain traction on the over-crowded, single-serve, better-for-you beverage shelves. By developing bold, consumer-centric strategies laced with guerrilla tactics full of immersive brand experiences to build word-of-mouth brand buzz from thirsty fanatic consumers, the early-stage Kevita brand quickly gained traction to establish itself as the fastest-growing niche brand in the better-for-you functional beverage category.
The catalytic impact of Kevita’s dynamic disruption to the natural-and-organic, ready-to-drink beverage category ignited the rapid innovation of functional drinks to transform the RTD beverage shelves with more nutritional choices and positively influence consumer behavior change.
Kevita’s accelerated growth and category leadership attracted PepsiCo to acquire the brand as part of its strategy to transform itself into a snack and beverage powerhouse with a focus on healthier options to meet the changing consumer demands, diversify its portfolio product lines, and positively impact consumer health on a magnified scale and enable a much bigger future for the global food and beverage leader.
PREMIER PROTEIN VALUE CREATION
BOOSTED IPO LAUNCH VALUATION OF BELLRING BRANDS
Charted growth strategy for Post Holdings Venture, Premier Protein brand, from market research data mining to identifying growing consumer trends, producing impactful new product roadmap, and rollout of new product lines and line extensions.
The annual sales growth of +30%, year after year, contributed to a successful IPO for Bellring Brands, that included Premier Protein, PowerBar, and Joint Juice.
BIRDS EYE VALUE CREATION
Rejuvenated Bird’s Eye mature brand to dynamic relevance and growth with innovative consumer-driven strategies including repositioning, sku rationalization, product and Ops improvements to innovation.
Pioneered a new value-added category: – One Step Frozen Skillet Meals “VOILA!”. Propelled product ideation, commercialization, and go-to-market rollout.
The renewed brand innovation reversed revenue loss to soaring revenue growth (+58% vs YA), market share gains, new channels, and robust ROI, resulting in a successful exit to Dean Foods followed by Pinnacle Foods, now ConAgra.
ACME VALLEY ICE CREAM VALUE CREATION
ESTABLISHED THE LEADING PACIFIC NORTHWEST ICE CREAM BRAND
Transformed early-stage Acme Valley brand into a fast-growing brand strategy, starting with a brand repositioning to dynamic relevance, new product launches to new channels. capturing ACV and market share. Developed strategic partnerships with suppliers, and distributors. Retail, D2C online, and high-growth healthy food service. Th sales revenue increased +87% in one year to take the category by storm.
TAHOE SKI TOWN TRUCKEE CA VALUE CREATION
TRANSFORMED URBAN JUSTICE GROWTH
Designed inclusive Brand Strategy for a Sierra ski town seeking sustainable urban transformation. Equitably built consensus across disparate stakeholders to unite around a shared purpose for buy-in to a new positioning platform, "Base Camp for a Big Life”.
The transformed impression resulted in attracting cultural creatives and remote professionals seeking a balanced life outside the city. The influx of new year-round residents stimulated community investment to provide more sustainable year-round work opportunities for resort workers and narrowed the income divide to make Truckee a more just city. The Wall Street Journal affirmed Truckee as “The Coolest, Under-the-Radar Ski Town in the American West” in 2019.