TAKING THIS LITTLE PIG-FREE BACON CHIP TO MARKET
Outstanding Foods Founders Dave Anderson and Bill Glaser, both longtime vegans, came to BeyondBrands seeking help with developing and executing a sales strategy to launch PigOut, a bacon-flavored, plant-based chip snack in the retail market, with the end goal focused on both conventional and natural grocery channels. Dave and Bill were ready to launch the brand online, which they planned to manage themselves internally, but they weren’t familiar with how to access the retail brick and mortar market. They didn’t have an internal sales team when they approached us so we stepped in as their “Vice President of Sales” to create a plan that we would continue to support after launch.
The BeyondBrands sales team began designing Outstanding Foods’ go-to-market strategy by first engaging in several meetings with the founders to determine their goals. We established that they wanted to target both vegans and non-vegans, as bacon has become a popular flavor for a range of consumers. Since many plant-based eaters would prefer a premium, bacon-flavored vegan chip with a healthy natural appeal, they had created the product using better-for-you ingredients like mushrooms instead of potatoes. After we shared the pros and cons of a few options for a launch strategy, like a national versus regional launch, they opted for a national rollout to gain quick consumer awareness on a countrywide level.
SOLUTIONS & TACTICS: FULL-ON SNACK ATTACK
As a key step in our go-to-market strategy, we set up a broker network designed to secure distribution through chains in the natural and mainstream grocery channels that would ensure coverage nationally. We interviewed several brokers and made recommendations, eventually hiring a national broker to set up distribution for the time when PigOut was ready to launch. We utilized marketing programs that guaranteed national distribution and could provide access to chains interested in offering the product. Once we settled on the marketing programs that gave us entrée to national distribution, we kicked off the broker teams to present to national chains and provide item/code numbers for re-sets.
IMPACT & ROI
Since BeyondBrands helped launch PigOut, Outstanding Foods has achieved distribution in the Whole Foods Market South Pacific region, Sprouts, HyVee, Central Market, Kroger, Wegmens, and UNFI nationally. Outstanding Foods uses an influencer approach and celebrity endorsement to amplify the sales and distribution strategy we put into place. PigOut has since received numerous positive reviews in major magazines and media, and has been widely lauded in the industry, including receiving the Best New Vegan Product award at Expo West 2019.