Functional Foods Marketing Strategy for Weight Loss “Think Outside the Shake Glass”

SITUATION
The world leader in marketing meal replacement shakes for weight loss needed help in brand building, including new categories to expand its market share. It also needed to cut costs to improve its profit margin.

 PROBLEM
The brand had grown so big that it had morphed into 365 SKUs and over 100 formulas with inconsistent nutritional specifications from country to country.  Other product categories didn’t seem to measure up to the company’s high expectations for profitability and healthy solutions.

 SOLUTION
Hazlin gained Senior Management agreement to a marketing plan that assured growth of the mainstay shake business while creating a new initiative to develop food products “outside the shake glass,” including meal replacement and snack bars, crispy snacks, soups, cereals, and new drinks. Also approved was a first-ever definition of “healthy” to assure that worldwide products met global nutritional standards to support healthy nutrition and weight loss.

 BENEFITS

The business grew $350 million dollars in the following 12 months.  Anxious distributors finally got the healthy meal bar they wanted, to put a crunch in their diet.


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

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