Alden's Organic/ CASE STUDY
Modernize a small, Pacific Northwest niche brand into a national organic brand
Through their process, Retail Voodoo allowed us to identify uniquely differentiated brand strategies. Their work positioned our brands for a new generation of organic ice cream eaters and put us on a path to quickly accelerate our growth in the marketplace.
Despite being the first organic ice cream made at-scale, Alden’s had little-to-no brand awareness outside of the narrowest of Conscious Consumers frequenting the Natural channel in the Pacific Northwest.
Alden’s wasn’t getting credit for being organic.
Trend data revealed two key yearnings in American culture that Alden’s could meet in people’s lives.
- Comfort is king. In times of chaos and stress, people long for foods associated with memories and times of comfort. Ice cream is a natural fit.
- Simpler claims. This resulted in a very concise “no-baddies” list that is featured on each product.