According to SPINS data, the plant-based yogurt market has a $600 million volume opportunity gap; however, consumers have been dissatisfied with the taste, texture, nutritional content and inclusion of allergens dairy-free yogurt options. Good Karma Foods launched a flax-based dairy-free yogurt in December 2016 that meets consumer demands for taste and texture like dairy yogurts; an option that’s free of all allergens; and superior nutritional content, including 5-6g of plant-based protein per serving, 800mg Omega-3s and seven live and active cultures. To excite buyers before Q1 2017 dairy case resets, Good Karma Foods needed to spread the word to the trade community.
SchroderHaus recommended securing a trade exclusive; conducting targeted outreach to tier one trades (according to the Good Karma sales team) with a press release and interview opportunities with the CEO; and hosting key events at local media groups in Boulder to generate buzz.
- Secured an exclusive launch story with Project NOSH, including an interview with CEO Doug Radi
- Secured an additional 12 stories with tier one trades, including several feature stories on the growth of the brand and dairy-free yogurt launch
- Hosted allergen-friendly parfait breakfasts at both Active Interest Media and New Hope Network, with more than 60 employees attending each event and they led to meetings with editorial contacts at magazines like Natural Foods Merchandiser, Nutrition Business Journal and Yoga Journal
- Trade stories got noticed, and picked up, by key consumer media, including VegNews, Allergic Living and ClearlyVeg
- Most important, the sales team is getting positive feedback on the launch of the yogurts, hinting at strong distribution gains in 2017