2019FBIC 如何成功打造深受消费者欢迎的创新品牌？ Jon Sebastiani，Sonoma Brands

2020-03-01 131浏览

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2.WHO WE ARE ENTREPRENEURS. OPERATORS. INVESTORS. Sonoma Brands is a specialist growth equity firm exclusively dedicated to disruptive, highgrowth consumer brands. We seek to partner with passionate entrepreneurs and founders ushering in the new wave of bold, innovative products. As experienced entrepreneurs and brand builders with in-house value add resources and deep industry relationships, we believe we can guide emerging brands towards breakout growth. Rooted in rich culinary tradition, we aspire to weave the values and principles of our home – Sonoma, California – into our mission and establish Sonoma as the premier destination for CPG innovation and entrepreneurship.
3.BUILDING BRANDS CONSUMERS LOVE
4.SPENDING IS SHIFTING TO THE INNOVATIVE Share of Category Growth for U.S. Food & Beverage Manufacturers 0.03 0.23 0.49 0.25 Small Manufacturers (Top 101 and Below) Mid-Tier Manufacturers (Top 26-100) Retailers (Via Private Label) Large Manufacturers (Top 25)Source:Nielsen 2016 Breakthrough Innovation Report, U.S. Edition BE NIMBLE • Big-player manufacturers have struggled to keep pace with smaller players across all price tiers • In the U.S., the 25 largest food and beverage companies drove only 3% of the total category growth from 2011 to 2015 • Existing brand equities/images for larger companies are often inconsistent with the shifting consumer mindset in the marketplace – struggle to establish a new offering as premium • Smaller companies build brand and product perceptions simultaneously, so it can more easily adapt to consumer demand
5.SUCCESSFUL INNOVATION KEYS TO SUCCESS • Reimagine traditional category definitions Launch • Quickly size the white space, understanding incrementality • Create a highly differentiated offering – resolve a real consumer struggle • Identify attributes and benefits that distinguish products as premium (emphasize quality, function, design) Expand Evaluate • Ensure the product lives up to the promise - higher prices set a higher bar for product performance • Ensure the price is right - premium prices can vary significantly within most categories Accelerate/ Adjust/ Abandon • Activate in a way that amplifies the product’s unique proposition • Fail fast – continuous evaluation, adjust or pivot quickly • Provide sustained, long-term support
6.NOT AFRAID TO BE BOLD
7.THE EPIPHANY
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9.FOUNDING SITUATION OP P OR T U N I T Y TR E N D FLAVOR • PROTEIN • CLEAN LABELS • $4 BILLION MEAT SNACKS CATEGORY THEKRAVEDIFFERENC E WHOLE MUSCLE CUTS ALL-NATURAL / NO NITRATES FLAVOR EXPLORATION
10.UNIQUE BRAND POSITIONING MEAT SNACKS & JERKY “BETTER-FOR-YOU” “BETTER-FOR-YOU” & FUNCTIONAL FOOD & & FUNCTIONAL FOOD &BEV BEV
11.TIMELINE DEC 2012 $5MM in Capital 2011 $1MM in Capital DEC 2013 $4MM in Capital NOV 2009 EARLY 2010 MAR 2012 APR 2013 MAY 2013 Jon completes the NYC Marathon Jon Founds KRAVE Safeway Places $500K Order Launch at Costco Launch at Target 2011 $1.5MM ANNUAL SALES JUL 2013 FIRST $2MM MONTH AUG 2014 $2MM in Capital JUN 2014 JUN 2014 AUG 2014 Launch Artisanal at Whole Foods Launch at Walmart Launch in CStore Channel APR 2014 FIRST $3MM MONTH JUL 2014 FIRST $4MM MONTH JAN 2015 2015 KRAVE announc es Sale to HSY KRAVE launches “Drive to $75MM” 2014 $36MM ANNUAL SALES
12.2015 KRAVE IS ACQUIRED BY HERSHEY 19X returned to seed investors 9.6X returned to Series A investors Brand performing north of 100M/year with HSY 8.3X net revenue ttm Brand has extended into adjacent categories HERSHEY continues to operate KRAVE out of Sonoma as they build out their snacking platform
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15.EMERGENCE OF ‘BFY SNACKABLE SWEETS’
16.CURRENT OFFERINGS DON’T DELIVER (UN)NATURAL Delivers on flavor, but ingredient integrity is compromised. DECEPTION POINT Satisfying proposition, but ‘thinned’ out on taste. I CAN’T GET NO… Desired ingredients, but leaves a craving unsatisfied.
17.DISRUPTING A CATEGORY OPPORTUNITY TREND $36 BILLION CONFECTION CATEGORY PREMIUM • CLEAN + SIMPLE • FUN TREATS • THE SMASHMALLOW DIFFERENCE ORGANIC SUGAR LOW CAL + FAT FREE REAL INGREDIENTS
18.MATURATION OF THE MALLOW Modern + snackable take on an American Classic • Simple Ingredients • Gluten Free Friendly • Kosher Certified Gelatin FUN & EXPLORATORY FLAVORS CINNAMON CHURRO, COOKIE DOUGH, MINT CHOCOLATE CHIP, STRAWBERRIES & CREAM, ROOT BEER FLOAT, COCONUT PINEAPPLE
19.SMASHMALLOW DELIVERS ON CONSUMER DEMANDS & TRENDS Labeled allergen friendly  +18% +2% Labeled NonGMO +16% +2% Labeled organic +12% +2% Natural positioning +20% +2%*   SIMPLE INGREDIENTS GLUTEN FREE FRIENDLY KOSHER CERTIFIED GELATIN THE SMASHMALLOW DIFFERENCE ORGANIC SUGAR LOW CAL + FAT FREE REAL INGREDIENTSSource:SPINS Total MULO 52wks ending 4/22/2018 Candy & Cookies categories *Conventional positioning
20.INNOVATION INITIATIVES SINGLE SERVE NEW FLAVORS FUN SIZE BACK TO SCHOOL SEASONAL 80-CALORIE PACK CORE ADDITIONS OCCASION BASED HALLOWEEN VARIETY SNACK PACK / SINGLE SERVE EXCLUSIVE OFFERINGS 1.1 OZ INDULGENCE 25 COUNT MIXED SINGLES OCCASION HOLIDAY FAVORITES
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25.Guayaki
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28.PECKISH • SIMPLY BRILLIANT •
29.FRESH DRIVING GROWTH IN SNACKING TOTAL US SNACKING MARKET $57.8B +8% 2017-2018 $18.5B $39.3B -2% 2017-2018 FRESH SNACKING SHELF STABLE SNACKING Health and wellness snacking grew 6% annually, driven by outsized growth from Fresh Snacking which grew 8% annually.Source:SPINS; MULO, Natural and Specialty Gourmet Channels; 52 Weeks ending 4/22/2018 vs Prior Years
30.MORE OPPORTUNITY FOR FRESH IN PROTEIN SNACKING EIN SNACKING US CATEGORY SIZES (2017) CONSUMERS WANT REAL FOOD PROTEIN OPTIONS $Bn all) 16g PROTEIN 19g SUGAR Bar 12g PROTEIN 10g SUGAR acks Bar 50% of consumers prefer 50% 50% their protein to come from REAL food vs. a protein bar. RTD $0 $4 $8 $12 $16 $20 46% 54% An additional 14% of consumers (64%) prefer their protein to come from REAL food vs. RTD protein.Source:150 interactions in a retail environment sampling PECKISH prefer protein from real food vs. Protein Bars or RTD Protein Beverages
31.THE OPPORTUNITY…IN AN EGGSHELL PROTEIN $18.8B Category ($16B Protein & $2.8B Meat Snacks) EGGS $5B Category (Hard-boiled eggs $115.44MM Segment) PACKAGED FRESH $19B
32.FRESH PROTEIN PACKS 2 PERFECTLY BOILED ORGANIC EGGS 1 CRISPY CRUNCHY DIP 12g Real Food Protein Zero to Low Sugar 7g Healthy Fats
33.FIRST TO COMMERCIALIZE THE “PERFECTLY BOILED EGG” This highly refined cooking method creates a tender egg white and deliciously creamy, bright orange yolk that is packed with flavor. Not too hard and not to soft - exactly how you like to cook in your kitchen at home. Current Hard Boiled Egg Standards
34.BRAND IS CATEGORY Protein Bars Hummus Nut Butter Jerky Non-Dairy Beverages Ready-to-Eat Eggs
35.THANK YOU