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GoodSAM

Our Story is One About Farms, Family, Food, People and Planet

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Our Story is One About Farms, Family, Food,
People and Planet

The Challenge

At BeyondBrands, we saw a white space in the better-for-you snack foods industry in 2017 and decided to co-create a brand that we believed would be a category leader on a mission to change communities, farmers lives and the world through our products.

OUR APPROACH

We spent 2 years building GoodSAM from the ground up, in order to come to market with what is today a nationally recognized, multi award winning brand. Launched in 2019 by BeyondBrands and natural products industry veteran Heather Terry, GoodSAM was fortunate to receive an early investment, and long-term partnership, from Thrive Market.

IMPACT & ROI

Through GoodSam’s direct trade model, farmers can make up to 2x more income and the brand uses 1% of all top line sales to reinvest in farmers, cooperatives, associations and their communities.

GoodSAM is on track to hit $5.6MM in sales in 2023 with the support of a national Sprouts launch across four product categories and a Whole Foods launch in 490 stores planned for Q4 2023. GoodSam has won many awards and received thousands of press mentions.

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Good Catch

Marketing the First Authentic Plant-Based
“Seafood”

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Marketing the First Authentic Plant-Based
“Seafood”

The Challenge

The leaders of BeyondBrands joined forces with world-renowned chefs and a venture partner to create a truly credible 100% plant-based meat analog that would convince mainstream consumers to swap out fish for a “fish-free” alternative on their center plate.

OUR APPROACH

We kicked off Good Catch with an expert team who could boast deep experience across all departments: Operations, Finance, Marketing, Creative, Sales and Culinary.

Commercialization

SOLUTIONS

Our strategic leadership team laid out a well-planned set of quarterly milestones for each department head at the inception of brand development. Each team worked collaboratively with the next to build the branding which spoke best to each unique fish-free product developed.

Our first goal was to name the brand; we came up with Good Catch to indicate both seafood and a positive, plant-based solution to overfishing and environmental issues facing the ocean and sea life. The design team developed an anchor logo that immediately signaled seafood, while the tagline, “Plant made. Chef mastered.” told the brand story in two short phrases. We created packaging that communicated that we were plant-based, while remaining friendly to non-vegetarians without being preachy. We landed on using appealing food imagery, to educate the consumer on the many ways the product could be used, for example, how you might use pouch tuna in a salad or put a fish burger in a bun.

Early strategic decisions such as going after tuna in a pouch for dry shelf first, with frozen crab cakes and fish burgers coming on as the second rollout were thoughtful in approach based on manufacturing capabilities and opportunity windows connected to retail category resets.

IMPACT & ROI

As we launched and soon after, Good Catch built an organic fan base of more than 40,000 followers and brand evangelists in the vegan community, won three coveted industry awards in its first year, and achieved a national launch in all Whole Foods. Fresh Direct and Thrive Markets joined us as early partners to jump on board for the brand launch and bring Good Catch into additional retail channels. Good Catch received an enormous amount of positive publicity in the press, including features in Forbes and Fast Company magazines.

 

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Jasberry Organic Superfood Rice

Big Change Starts with a Tiny Grain of Rice

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Big Change Starts with a Tiny Grain of Rice

The Challenge

Jasberry is a unique purple rice from Thailand unlike any other grain in the world, packing a high antioxidant punch. Since farmers started growing it, Jasberry rice has helped over 2,500 of them to 14x their earnings, transforming their lives, one grain at a time. A superfood with a purpose!

Already present in Thailand and Europe, BeyondBrands was tasked to make Jasberry a success in the U.S. Market.

OUR APPROACH

BeyondBrands combined our strategic approach, marketing expertise and deep retail experience to reshape the brand foundation, the brand’s promise and target consumer. We then created an entirely new visual and verbal brand identity to ensure maximum impact.

IMPACT & ROI

Jasberry launched in all 513 Whole Foods stores in Spring 2023. They are a winner of the 2023 sofi™ New Product Award Winner in Beans, Grains, Rice & Mixes category as well as the grand prize winner of Fancy New York Pitch Slam at the Summer Fancy Food Show.

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Dalci

Reinventing the Brownie

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Reinventing the Brownie

The Challenge

Dalci is the first line of moist and delicious ‘dairy, gluten, grain, soy and Non-GMO Verified’ refrigerated brownies and blondies to launch. BeyondBrands was tasked with providing the appropriate financial modeling along with creating and implementing a sales distribution strategy to ensure proper placement to drive successful product movement.

OUR APPROACH

With Dalci being unique to the refrigerated desserts and snack sets, we relied on our team ‘multi-category’ experience to create a very prescriptive channel/geographic placement strategy targeting retailers with the same demographic and psychographic profiles.

IMPACT & ROI

Launched into 400+ doors with Northeast regional powerhouse Rainforest Distribution. An approval with GoPuff led to a national fallout with UNFI in 10 warehouses. Also the brands’ placement in Sprouts led to a KeHE distribution in 9 warehouses.

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juni

Co-Creating a Super5 Blend of Adaptogenic Sparkling Teas for a Happy Mind

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Co-Creating a Super5 Blend of Adaptogenic Sparkling Teas for a Happy Mind

The Challenge

International Serial Entrepreneur Kim Perell, Best-Selling Author & Podcast Host Jay Shetty, and Wellness Expert & Chef Radhi Devlukia-Shetty teamed up to revolutionize the Better for You (BFY) tea category in early 2023. They came to BeyondBrands to co-create and formulate a national brand that would be a Category Captain across retail and online, while appealing to Jay & Radhi’s audience of Purpose Based consumers, whom are looking for a beverage brand that fits into their everyday lifestyle.

OUR APPROACH

Having a passion since childhood for daily tea time with family, Jay and his wife Radhi conceived of delicious ayurvedic formulas that BeyondBrands helped to transform and commercialize into award winning RTD beverages. Without a background in CPG as Junis’ founders, BeyondBrands was excited to bring in its team of beverage veterans and leaned in with a full suite of management services to oversee all aspects of the pre-revenue year, and then onwards into execution during Year 1.

IMPACT & ROI

Juni launched successfully as a pilot program at Erewhon and became a Top 5 selling beverage in its category before expanding statewide in California into over 500 premier retail doors. In 2024 the brand now moves into national distribution with top tier distributors and retailers, while realizing early six figure sales potential on its highly successful Amazon storefront. 2 new flavors are in development and the brand has quickly become a beverage “Brand to Watch” across the natural products industry, with Jay being asked to keynote at both Expo East and Expo West.

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Leisure Project

Formulating the next generation in Electrolyte Refreshers

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Formulating the next generation in Electrolyte Refreshers

The Challenge

Division 1 Athletes, and brothers, Alex and Steve came to BeyondBrands to help formulate a shelf stable spirulina lemon beverage.

OUR APPROACH

We approached this project as if it were our own and identified the best formulator to do the work that would result in their desired outcome. We assessed the lemonade category. We reviewed the functional nutrients for replenishment. And then we got to work.

IMPACT & ROI

Leisure is in the top five beverages turning off shelves in Erewhon, Bristol Farms, Gelsons and dozens of top retail chains throughout California. At the close of year 1 in business the brand is on a $1M run rate and signed the largest DSD beverage house in SoCal, Los Angeles Distributing, with an equity investment to truly partner up and scale the brand.

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Ninja Thirsti™

Helping to create SharkNinja’s First Hydration System, Allowing Users To Create Thousands Of Drinks At The Touch Of A Button

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Helping to create SharkNinja’s First Hydration System, Allowing Users To Create Thousands Of Drinks At The Touch Of A Button

The Challenge

SharkNinja, the #1 brand in small kitchen appliances in the US, came to BeyondBrands before entering into the beverage category with its newest innovation: the Ninja Thirsti™ Drink System. The BeyondBrands Formulation and Marketing teams worked closely with SharkNinja executives on how best to offer a one-of-a-kind experience with the freedom to easily personalize your drink by still, sparkling, flavor, function, and size. Assessing the national consumer landscape for beverage preferences across all geographies and demographics, helped lead to creating the best flavor, functions and formulas to launch with.

OUR APPROACH

Having spent decades at both Nestle and Starbucks, Larissa Hrabec and Veronica Park were the perfect big picture pairing to lead the BeyondBrands project working closely with SharkNinja. From Marketing Feasibility to Consumer Insights, along with deep relationships that came to the table across the beverage manufacturing industry in support of commercializing a new to market machine, our team led successful partnerships at every level of our work. As well, Eric Schnell served in the role as “Entrepreneur in Residence” to SharkNinja’s leadership team, providing real life insights as to consumer preferences and behaviors across the RTD beverage category, gleaned over 20 years as a pioneer across the sparkling and still categories.

IMPACT & ROI

Ninja Thirsti™ officially joins the fast-growing beverage category with its launch in summer 2023 and has successfully scaled the machine and flavor pods into 1000s of top retailers across the US. “Through significant consumer research we identified the challenge of many households to find better drink options that meet their family needs and wants without having to buy a shopping cart full of drinks. By delivering a better beverage experience with our newest innovation, consumers have the freedom to create their own personalized drink by function, flavor, carbonation, and size. With thousands of different combinations and flavor fusions, the Ninja Thirsti™ possibilities are endless.” Neil Shah, Chief Commercial Officer at SharkNinja.

By embracing the Ninja Thirsti™ and bidding farewell to disposable plastic bottles and cans, each household with a Ninja Thirsti™ could save up to 1,000 single-use bottles and cans over the course of just a single year.

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Petal

Launching a Game-Changer in Natural Beverage

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Launching a Game-Changer in Natural Beverage

The Challenge

Candice Crane, the founder of Petal, came to BeyondBrands with an organic sparkling beverage concept tied to rose water. She brought a passionate vision to combine rose extracts with other botanicals and brand it as a “rebellious,” yet feminine choice.

Our approach 

We worked closely with Candice throughout the project, advising on strategy and formulation. We instinctively knew that there was a much greater market opportunity to create a blended botanical and floral brand that did not focus solely on rose. Once Candice understood the potential and agreed to the change, this set the course for a new name and graphic design.

Impact & Roi

Since launch in 2018, the brand has earned impressive notices and praise from multiple media outlets and industry authorities, including BevNET, Specialty Foods Association and New Hope Network.   Consumers, buyers and industry experts alike are instantly drawn to Petal’s fresh innovative beverage concept and branding. Petal is distributed online as well as has nationwide retail distribution including Albertsons, Jewels, Gelson’s, Cost Plus World Market, and many independents across the country.

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HUGH & GRACE

Comprehensive, Full-Suite Brand Extension

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Comprehensive, Full-Suite Brand Extension

The Challenge

Hugh & Grace is a highly successful and accelerating national wellness enterprise that offers elevated, non-toxic solutions for the beauty, nutritional supplement, and lifestyle categories. With a distinct POV on supporting hormone health, this compelling brand is truly an innovative structure in a highly saturated market. Our ‘Nutrition & Beauty vertical’ was engaged to design and deliver a two-year product development and communications roadmap for the brand, including creating multiple product suites and full brand extensions.

OUR APPROACH

Leveraging decades of industry expertise, BeyondBrands became true co-creative partners to Hugh & Grace, teaching as we built, and training the entire team to advance their own capabilities.

IMPACT & ROI

An actionable and results oriented 24-month product development roadmap for innovative and multi-purpose products across four different categories of Supplements, Beauty, Hygiene/Toiletries, and Home Care.

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8 GREENS

U.S. Retail Brand Expansion

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U.S. Retail Brand Expansion

The Challenge

8Greens, founded by health leader and cancer survivor Dawn Russell, has been committed to making it easy for anyone to get their greens anywhere, and anytime. 8Greens came to BeyondBrands to help them develop and implement a sales strategy and execution plan for a successful launch into 460 Target stores across the country.

OUR APPROACH

BeyondBrands developed the overall sales and trade promotion strategy, as well as launch plans that included sales forecasting, and retail shelf packaging adjustments. Working in collaboration with the 8Greens Marketing, Operations and Finance teams, we provided the needed support for the launch which included developing a strong working relationship with the Target buyer.

IMPACT & ROI

After only three months, Target authorized an additional 1,000 stores for a total of just under 1,500 stores in less than one year. BeyondBrands set plans in place for 8Greens to open up distribution in 2 large retail drug chains, set up 10 new items at UNFI for grocery distribution, gained new placement of 10 items at VitaCost and Kroger.com, and gained distribution at Wegmans for the new 8Greens Lollipop SKU.

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