10x Growth Anticipated

Sources: seafoodsource.com

Loma Linda 360° Brand Strategy

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 Growth 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

Related Content

This Company Wants You to Eat Less Meat

The Daily Meal
April 02, 2018

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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