So you’ve just launched a delicious, innovative food or drink product. But conquering the supermarket shelves and taking on the big brands feels like a daunting task. Don’t panic. In today’s blog we’re taking tips and tricks from Craig Sams and William Fugard, co-founders of Gusto, the world’s first natural, organic, and Fairtrade energy drink.
Here’s the secret sauce for small brands to make a big splash:
1. Bold Moves, Big Rewards: Don’t Be Afraid to Approach the Big Players
It’s easy to assume large retailers won’t be interested in a small brand. But a confident pitch can work wonders! Craig and William reached out to Jason Gissing, co-founder of Ocado, a major online grocery retailer in the UK. To their surprise, he loved their product and ethos, connecting them with key contacts who championed Gusto.
Actionable Tip: Utilise platforms like LinkedIn to connect with industry influencers. Attend trade shows and networking events. One influential advocate can unlock major opportunities.
2. Align with Seasonal Trends: Be a Savvy Farmer, Not a Hasty Harvester
Many food and drink products experience seasonal peaks. This was learned the hard way by Gusto co-founders, when they launched their summer drinks. Turns out, retailers finalise summer listings months in advance.
Actionable Tip: Research retail season cut-off dates. Plan your product launches well ahead of time, ideally a year in advance for seasonal offerings. Capitalise on food and drink trends to maximise sales.
3. The Success Trifecta: Taste, Appeal, and Effective Sales Strategy
This may sound obvious, but a product needs to taste great, look enticing, and be backed by a solid sales strategy. Rushing a launch with bland packaging, a weak sales strategy, or an imperfect taste can damage your reputation and deter future partners.
Actionable Tip: Don’t compromise on quality. Invest in eye-catching branding and packaging. Develop a comprehensive sales strategy targeting the right retailers and distributors.
4. Make Something You Love: Passion Breeds Success
Love your product and chances are, others will too. Gusto was created because there weren’t any natural, organic, Fairtrade energy drinks that resonated with its co-founders.
Actionable Tip: Focus on creating a product you’re genuinely passionate about. This authenticity will shine through in your branding and marketing, attracting customers who share your values.
5. Persistence Pays Off: Don’t Be Discouraged by Slow Progress
Building a brand takes time. Craig and William had conversations with retailers that lasted over a year before they agreed to stock Gusto. Don’t give up easily! If you believe in the opportunity, keep following up.
Actionable Tip: Be patient and persistent. Focus on securing partnerships one by one. There’s no shortcut, just consistent effort and dedication.
6. Brand Values: Your Guiding Light
Every business faces ethical dilemmas. Will you choose cheap ingredients or Fairtrade? Organic or not? Sustainable packaging or lower costs? Having clear brand values helps navigate these decisions.
Actionable Tip: Define your core values and integrate them into your brand identity. Gusto founders prioritise organic and Fairtrade practices, which resonates with their customers and sets Gusto apart.
The Takeaway: The Road to Success May Be Winding, But It’s Not Impassable
Yes, established brands have advantages. But small, innovative food and drink brands can carve out a niche and thrive. With hard work, strategic planning, and a commitment to quality, your brand can become a household name.
What are your thoughts?
- What challenges have you faced in launching your food or drink brand?
- How have you leveraged social media or online platforms to connect with potential customers?
- Share your success stories and brand-building tips in the comments below.
_________________________________________________________________
If you’ve enjoyed reading today’s blog, please share it (links below).
Do you have a blog on business and marketing that you’d like to share? Contact me at rob@influxjuice.com.
Learn how to get your brand in front of your ideal clients with this free marketing guide
Latest Blogs
- 8 Easy Fixes for a User-Friendly Mobile Website
- How to Spot a Resilient Business
- 8 Proven Strategies to Empower Your Remote Workforce
- How Entrepreneurs can Squeeze the Best out of the Rest of 2024
- 8 Ways Entrepreneurs Can Close Presentations with a Bang
