Branding & Formulating a Natural Herb Line for Food / Mass Market

SITUATION
The Food / Mass leader in branded Vitamins and Dietary Supplements needed help in brand building and had decided to formulate a new line of natural herbal products for marketing in Food / Mass retail stores.

 PROBLEM
The new line was to be contract manufactured by a competitive health food store supplier who was simultaneously trying to launch their own herb line into Food /Drug / Mass.  Pricing versus the supplier’s own branded line required a price / promotion strategy that allowed no marketing budget for consumer advertising.

 SOLUTION
Hazlin launched the 26 SKU line in just 5 months, building the brand around a price strategy, to compete with the supplier’s built-in margin advantage.  Branding and a superior consumer promotion program became the major points-of-difference, based on a strong understanding of the natural consumer and Food / Mass trade expectations.

 BENEFITS
This industry-changing launch enhanced consumer understanding of the health benefits of herbs and greatly expanded customer access and knowledge.  The business rapidly grew to $50 million, becoming the #1 line of Food / Mass Market Herbs.

For more information, contact John Hazlin at 714-904-2510 or [email protected].