10x Growth Anticipated Sources: Marketwatch, Vegconomist UK, Loma Linda Foods

Loma Linda 360° Brand Development

Challenge

A Dying Brand

  • Fear of alienating their core (Seventh Day Adventist).
  • First shelf-stable vegetarian brand but not growing.
  • Primary retail channel shrunk from 2000+ locations down to 45.
  • Younger SDA call Loma Linda a “nostalgic sodium bomb”.

Goal

Evolve from a one denomination brand into a health food company.

Insights

  • Canned meat alternatives is not a category in grocery.
  • Millennials don’t eat from cans.
  • Loma Linda, California is one of the world’s 6 Blue Zones where people live the longest.
  • Middle-to-low income consumers do not have vegetarian complete nutrition options available.
  • Current loyalists have different expectation that wouldn’t cross over to new audiences.
  • 61% Would pay more for a healthier version.

Strategy

  • Ensure there are sustainable sources of protein available everywhere before the food chain breaks.
  • Create a platform of shelf-stable, plant-based, clean label complete nutrition.
  • Partner with food science kitchen to develop complete heat and serve meal solutions.
  • Develop new products for placement in different categories and be considered online by millennials.

Go-to-market Strategy:

Plant-based protein since 1890

Results

  • Growth from single retail channel to national grocery and club.
  • Growth from about $5mm to $30mm.
  • 10x Anticipated growth.

Scope of Work

  • Audits & Analysis
  • Audience Insights
  • Research & Insights
  • Trend Analysis
  • Brand Positioning
  • Product Innovation Pipeline
  • Visual Strategy
  • Packaging Design
  • Branded Ecosystem
  • Sales Collateral
  • Product Photography Art Direction
  • Lifestyle Photography Guidelines
  • Brand Bible
  • Tradeshow

“Retail Voodoo brought data and open insight to help Loma Linda discover the best methods to turn our product messaging into reality.”

– Douglas Hines, CEO, ATF Holdings

We helped Loma Linda diversify their product line to appeal to a new audience while keeping their loyalists happy. What’s your brand’s growth challenge?

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