My Role
Chief Product Architect
Better Oats was the first successful challenger to the nearly 100 year monopoly by Quaker Oats in decades.
Including development of the following:
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Business Case Development for Attacking Oatmeal Category
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Product Development (including which products in launch set, flavors and formulations)
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Namer of Master Brand and Sub-brands
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Branding and Design (Including creative director of package designs)
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Sales Support (from materials to actual sales calls to national accounts)
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Rollout Execution (designed and built the website, created sales pages, prepared promotional materials/ ads, ran in-market events, and ran the national PR campaign)
From Fruit Snack Segmentation
to National Ad Campaign
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Create/sell in the strategic insight to make a play to dominate the fragmented fruit snack market
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Create/sell in the FruitWise idea including the name, branding, testing and prototype products
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Prepared and sold in the business plan for launch including a full P&L model for the business with sophisticated forecasting and budgeting models
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Helped sell in and manage a six month Test Market in Whole Foods
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Following this step, a launch team of five full-time Tropicana employees were deployed to help launch the product
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Identified a network of co-packers capable of making the products
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Lead the branding and design work
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Developed the final formulas and flavors, in conjunction with Tropicana R&D
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Helped sell in to National Accounts (including sales calls to Kroger, Safeway, etc.)
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Helped build the national launch marketing campaign including TV commercials (remember those)
Status
Launched 2009
Still in Market
Better Oats is the first successful competitor to Quaker Oats long standing monopoly in the oats category. Better Oats has flourished for over 15 years. It has gone through some design and branding changes and consolidated on the most successful parts of the initial launch set and is more profitable than ever.
Details
Current evolution of the product after 16 years in market
On-Shelf at Launch
Archived Version of Launch Website
31
New Products (SKU's) Launched
The launch set of products included 31 SKU's with a follow on roadmap of over 50 more products in adjacent categories (granola, cold cereals, breakfast bars, etc.) developed to a in market test ready status.
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How it Works
Examples of Initial Packaging with our Design and Copy
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