Section Insights
Brand Guard Rails
What principles guide the brand's product development?
The brand has established clear guidelines about what it stands for and what it will not do, particularly in response to industry trends like zero sugar products.
- The brand prioritizes integrity over following trends.
- It has defined boundaries for product formulation.
- The brand aims to maintain authenticity in its offerings.
Natural Ingredients vs. Fads
How does the brand approach sugar content in its products?
The brand cannot produce zero sugar products due to the natural sugars present in its ingredients, such as almonds and milk.
- Natural ingredients inherently contain sugars.
- The brand refuses to compromise on ingredient quality for trends.
- Zero sugar claims often rely on artificial ingredients.
Staying True to Values
How does the brand respond to industry fads?
The brand chooses not to follow the zero sugar fad, instead focusing on its core values and what it represents.
- The brand emphasizes authenticity over market trends.
- It is committed to using real ingredients.
- Staying true to values is a priority in product development.
Product Development Example
What is an example of a product that aligns with the brand's values?
The dark chocolate and sea salt product contains 5 grams of sugar, which is less than other products, and is designed to taste good while being mindful of health.
- The product balances taste and health with reduced sugar content.
- It showcases the brand's commitment to quality ingredients.
- The product development process considers both flavor and nutritional value.
Courage in Product Choices
What mindset does the brand adopt in its product choices?
The brand demonstrates courage by clearly stating what it will not do, focusing on creating products that are kind to the body and enjoyable to eat.
- Courage in decision-making is crucial for brand integrity.
- The brand aims to please both health-conscious consumers and taste preferences.
- Clear communication of product values is essential.
Transcript
0:00 We set a very set clear of guard rails of what our brand stands for and what it will not do. So, for example, at some point in our industry, there was a huge fad for zero sugar. >> Yeah. >> There were a ton of products that were doing zero sugar. Not zero sugar added, which you can do, zero sugar present in your products. Which in my product we cannot do because almonds have sugar, milk has sugar. And so, if you're making a fruit nut bar, you cannot have it have zero sugar. The only way you could have a zero sugar product is by using all artificial ingredients.
0:34 Unfortunately, we looked at our value set and said, "Okay, this is not us. We're not going to be able to follow that fad. We're going to be what we are not what we're not." And we developed the dark I might have been that one. Let me see what you I gave you. Yeah, the dark chocolate and sea salt. >> Yeah. >> And that product has 5 g of sugar, which is less than what our other products have have 13 g of sugar. We found that we could design a product with with a teaspoon equivalent of sugar. 2 g out of the 5 g come from the almonds, and it tastes good. It doesn't taste like cardboard, which was our promise was that it's going to be kind to your body, to your taste buds, and to your word. So, it's finding having the courage to say what I'm not going to do.
Summary
- The brand has established clear guidelines on what it stands for and what it won't pursue.
- They rejected the trend of zero sugar products, which would require artificial ingredients.
- Their products naturally contain sugar from ingredients like almonds and milk.
- They developed a dark chocolate and sea salt product with 5g of sugar, less than their other offerings.
- The new product maintains a good taste without compromising health values.
- The brand prioritizes honesty in ingredient sourcing and product formulation.
- Courage in decision-making is highlighted as essential for brand authenticity.
Questions Answered
What principles guide the brand's product development?
The brand has established clear guidelines about what it stands for and what it will not do, particularly in response to industry trends like zero sugar products.
How does the brand approach sugar content in its products?
The brand cannot produce zero sugar products due to the natural sugars present in its ingredients, such as almonds and milk.
How does the brand respond to industry fads?
The brand chooses not to follow the zero sugar fad, instead focusing on its core values and what it represents.
What is an example of a product that aligns with the brand's values?
The dark chocolate and sea salt product contains 5 grams of sugar, which is less than other products, and is designed to taste good while being mindful of health.
What mindset does the brand adopt in its product choices?
The brand demonstrates courage by clearly stating what it will not do, focusing on creating products that are kind to the body and enjoyable to eat.