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Authority Magazine: 5 Things You Need To Create a Successful Food or Beverage Brand with David Lemley

David Lemley, Founder and President of Retail Voodoo

David Lemley had the chance to be interviewed by Authority Magazine on his thoughts on what food and beverage brands need to be successful today.

Authority Magazine, a Medium publication, is devoted to sharing in-depth, and interesting interviews, featuring people who are authorities in Business, Pop Culture, Wellness, Social Impact, and Tech. They use interviews to draw out stories that are both empowering and actionable.

They believe that good stories should feel beautiful to the mind, heart, and eyes.

Check out the entire interview on Authority Magazine’s website.

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

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How to Focus Your Innovation Process for Truly Breakthrough Products

Innovation is the lifeblood of any food or beverage brand. A steady stream of new products keeps the brand relevant, dynamic, and profitable.

But great ideas aren’t enough. So how can your brand team transform possibilities into breakthrough, viable products that will drive preference, create significant barriers to entry to competitors, and hockey-stick your revenue?

You need a framework to set the stage for innovation in your organization, and the right people at the right time doing the right tasks. Here’s a better, smarter way to launch breakout new products.

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David
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How Food & Beverage Brands Can Create a Focused Product Innovation Process

 “What else should we make?”

This may be the most frequently asked question we get from the better-for-you food and beverage brands we collaborate with. 

This question stems from a robust innovation pipeline that’s churning out lots of interesting options. (Less so from a lack of product ideas; more on that in a moment.)

Product development is one of two key ingredients in the recipe for growth for food and beverage brands:

  • Making more stuff
  • Selling it to more of the right people

And expanding your offering is especially important now, when consumers are open to trying new things, especially after more than a year of living with a stifling pandemic.

Given a robust R&D machine at your company, how do you prioritize all the new product ideas your team has? And how can you capitalize on those ideas to power growth for the brand? 

Our Product Innovation Filter, which you can download here for free, can help narrow your team’s list of big ideas to a tight selection of smart, actionable, and profitable new products. 

The Challenge of Innovation

Innovation is essential for new brands that need to develop a long-tail offering, and also for global companies with legacy brands. Because consumers and retailers are demanding better-for-you products made sustainably, multinationals are charged with creating brands and business units that will respond to these consumer preferences and grow as their legacy brands fall out of favor and lose traction.

In short, innovation is the lifeblood of an organization. Innovation increases share, helps you stay ahead of the competition, and keeps your business living and breathing.

While this brainstorming  work is fun and exciting, be careful not to  get swept up in the mad rush to market. Some brands come to us with a robust product lineup that they want to commercialize and launch right away. And we say, “Whoa, there!”

Focusing Your Innovation on Winners

Exciting though your products may be, you can’t — shouldn’t — make all of them, at least not all at once. Choosing which new offerings to advance is a strategic decision based on your brand — your promise and the way you deliver it. Innovation is not a blunt force; there should be a thin edge to the wedge.

Believe it or not, just five to seven new SKUs in a year is ideal. 

You may ask, why not dump everything on the market when you’re on an innovation roll? Well, if you come out with 478 new products at once, you’ll leave it to retailers to pick and choose what they want. It’s also frustrating for the sales team, because they can’t get enough traction with their retail partners if they offer too many options. Unless you own the category, retailers don’t have time for that. You also risk creating conflict internally among different teams that favor particular ideas. 

Too much of a good thing hampers your ability to gain the consumer’s attention because they’ll be confused about why they can’t get the same selection everywhere. And if your launch en masse includes products that aren’t quite on brand, consumers will begin to question what you stand for.

Two Keys for New Product Launches

We offer two primary suggestions to brands as they prioritize new products for launch: 

  1. Batch your innovations

 We recommend that brands batch five to seven products in a 12-month cycle over three to five years. It is a truly entrepreneurial approach, because it enables you to learn as you go. Maybe four of the five get great traction, the fifth thing transforms into something else, and one of the breakouts spins off additional new products. This test-and-learn mentality with a smaller group of new products manages risk, focuses your investment, and maximizes ROI. This strategy also fuels trust in your retail partners that you know your audience. They have an appetite for you to innovate, so by prioritizing new products you’ll have something to share with them at every category review. 

  1. Understand when the category is ripe for innovation 

Be able to distinguish when a category is ready for improvement and innovation and when it’s just not.  Here’s a great example: 25 years ago when I was working to define the Starbucks brand, I tasted mushroom coffee. Nobody was ready for mushroom coffee then. Today, the category is exploding with alternatives: reduced caffeine drinks, “stacked” coffee, and, yes, adaptogenic mushroom “coffee.” If you’d tried to innovate coffee like that 10 years ago, it would have flopped.

Again, look to the thin edge of the wedge. Search for opportunities to launch something new, at precisely the right moment, when consumers don’t yet know they need it (but you do). 

A (Re)Focused Innovation Process is Worth the Work

No matter your organization, brand innovation requires an entrepreneurial mindset. Would you rather sell a lot of small things to many people and be quickly forgotten? Or focus a few new products and sell the heck out of them and be knitted into your customers’ lives? 

A disciplined innovation process yields explosive business results. It guarantees you’re constantly introducing products that consumers want and need, which makes marketing easier and cheaper. It disrupts your category. You’re introducing something that’s truly new rather than iterating on products already in the market. It makes forecasting easier and more accurate, since new products are highly likely to win in the market. It allocates internal resources smartly. More to the point, it generates faster financial returns — because you will know who you are making products for and why.

If your brand’s challenge is not having too many product ideas but too few, we can help with that, as well. Let’s connect to discuss greasing your innovation machine.  And if your team is overwhelmed by all the possibilities and is struggling to prioritize them, download our Product Innovation Filter here. Then let’s have a conversation.

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David
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Identifying Your Real Audience Yields Big Dividends

You think you know who your audience (or your potential audience) is. But do you?

For our client HighKey, that was a multi-million question.

Brand leadership came to us when HighKey was a startup and early entrant into the Keto market. In six months they’d dominated the category on Amazon and aimed to explode the business in brick-and-mortar channels.

In our assessment, HighKey was a product line, not a brand. And Keto was a limiting factor, not a defining one.

Identifying an Overlooked Audience

During our 360° Brand Development engagement, the most pivotal stage was target audience identification.

HighKey’s Amazon data indicated their purchasers were hard-core gym rats who followed a Keto diet to build muscle. And maybe their girlfriends.

Our research showed a whole new type of consumer who would be likely to buy tasty low-sugar/low-carb snacks: A woman striving to maintain a healthy weight who wants treats that can make her feel good about herself. And there are millions of her out there.

We looked at who nobody was paying attention to. Keto was gaining some popularity with dieters but still dominated by extreme fitness people. Health-conscious women were seeking products like HighKey’s, but brands were ignoring them because they didn’t fit the category.

To convince a skeptical leadership team, we created a mood board that represented this consumer: A busy millennial woman, driving a minivan on her way to yet another obligation, running late; taking a corner too quickly, her purse spills onto the passenger’s seat. And a package of HighKey cookies tumbles out.

They immediately got it. And this audience insight changed everything.

“Retail Voodoo helped us align over 100 product ideas into seven categories we’re using to grow our brand. What a tremendous partner!”
– John Gibb, CEO, Summit Naturals + HighKey

Audience Drives the Bus

From there, the rest of our brand development work flowed.

Brand mission: Focused on HighKey Gal and her health aspiration, we built a new brand mission around reinventing the American diet by removing added sugar from packaged food.

Brand promise: We developed a new tagline — FOMO NOMO — that promises that she’ll never again have to miss out on her favorite snacks because they don’t fit her eating goals.

Brand voice: The brand communicates in a way that’s real and honest, and a little self-deprecatingly eye-rolling.

Design language: The new packaging system is perfectly imperfect. Typography doesn’t align; the food styling is appetizing but scattered like HighKey Gal’s life. We opted for grab-and-go packs for most products so she can stash them in her bag.

Innovation: We pared a list of 100+ potential products into seven logical but flexible categories. From a launch lineup of mini cookies, HighKey now offers crackers, cereals, baking mixes, and more. The audience profile drives their innovation strategy.

Go to market strategy: Our mantra became “get thee to Target.” It was their ideal outlet because that’s where she shops to get what she needs and also to have a little fun.

In the two years following our engagement, HighKey went from a $2 million Amazon business to a $68+ million multichannel category killer.

Magic? Nope.

We create market opportunity. Our secret weapon is finding people that nobody’s talking to and inviting net new consumers into the category. It’s not just stealing customers from brands already in the market — but collecting new people and building a community with them.

Do you know who your real audience is? It’s a multimillion-dollar question. We can help you answer it. Let’s get in touch!

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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