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1 Love Is Blind S8: Pods & Sober High Thoughts w/ Courtney Revolution & Meg 1:06:00
Violife's chief growth officer on making plant-based cheese mainstream
Manage episode 413139286 series 3406044
Violife is trying to become the Oatly of plant-based cheese.
The brand, which launched in 2013, is part of the Greek plant-based food company Arivia. But it didn't hit U.S. shelves until 2015. Since then, Violife has taken off. It is now the number one plant-based cheese in the world -- and it continues to roll out new products to continue its growth streak.
According to Violife's global president and chief growth officer Olga Osminkina-Jones, the current strategy is to make plant-based cheese into a mainstream product.
"The category itself is truly nascent," she said.
Osminkina-Jones is a consumer brand veteran. Before joining Violife, she held vp-level roles at companies like PepsiCo, Danone and Heineken. The reason she decided to go to a plant-based food startup, she said, was "to take on a challenge like the reinvention and acceleration of a category."
And indeed that's the project ahead. So far, things seem to be working. Violife is in most major grocers and continues to launch new products. Most recently, it unveiled a new cream cheese product that could be used in baked products.
But the real hurdle isn't about shelf space, but in getting more people to try the product. In many ways, what plant-based cheese needs is an Oatly moment.
"As you look at the trajectories of such categories as plant-based milk, you can clearly see that the scale of adoption was equally propelled by the collaborations and partnerships with the right channels and customers," Osminkina-Jones said.
With that, the focus is on getting more people familiar with the product so that the overall category can continue to grow. While Violife is in a good position as the category leader, Osminkina knows there's still a lot of work ahead.
"The key here is not to run before we can walk," she said.
472 ตอน
Manage episode 413139286 series 3406044
Violife is trying to become the Oatly of plant-based cheese.
The brand, which launched in 2013, is part of the Greek plant-based food company Arivia. But it didn't hit U.S. shelves until 2015. Since then, Violife has taken off. It is now the number one plant-based cheese in the world -- and it continues to roll out new products to continue its growth streak.
According to Violife's global president and chief growth officer Olga Osminkina-Jones, the current strategy is to make plant-based cheese into a mainstream product.
"The category itself is truly nascent," she said.
Osminkina-Jones is a consumer brand veteran. Before joining Violife, she held vp-level roles at companies like PepsiCo, Danone and Heineken. The reason she decided to go to a plant-based food startup, she said, was "to take on a challenge like the reinvention and acceleration of a category."
And indeed that's the project ahead. So far, things seem to be working. Violife is in most major grocers and continues to launch new products. Most recently, it unveiled a new cream cheese product that could be used in baked products.
But the real hurdle isn't about shelf space, but in getting more people to try the product. In many ways, what plant-based cheese needs is an Oatly moment.
"As you look at the trajectories of such categories as plant-based milk, you can clearly see that the scale of adoption was equally propelled by the collaborations and partnerships with the right channels and customers," Osminkina-Jones said.
With that, the focus is on getting more people familiar with the product so that the overall category can continue to grow. While Violife is in a good position as the category leader, Osminkina knows there's still a lot of work ahead.
"The key here is not to run before we can walk," she said.
472 ตอน
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1 Modern Retail Rundown: Olipop now valued at $1.85B, Poppi's Super Bowl marketing backlash & January retail layoffs 23:05
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1 Rundown: Waffle House's egg surcharge, Chipotle downplays avocado concerns & Gap launches vintage drops series 26:04
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1 Rundown: Joann's second bankruptcy, Walgreens looks for new anti-theft solutions & new FDA health proposals 29:35
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1 Rundown: J.C. Penney merges with Sparc, Amazon's new retail ad service & Target doubles down on wellness 25:31
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1 Rundown: FTC sues alcohol distributor, Walgreens' potential PE takeover & Amazon cracks down on paid reviews 23:07
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1 Rundown: Malls' Black Friday comeback, a proposed Spindrift acquisition and Foot Locker's lackluster quarter 23:06
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1 Rundown: Red Lobster's rebrand, Tapestry-Capri merger falls apart and Amazon expands telehealth services 27:18
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1 Rundown: Keurig Dr Pepper acquires Ghost, Tupperware sold to lenders and Peloton partners with Costco 27:35
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1 Rundown: Beyond Inc. partners with The Container Store, holiday shoppers take on debt and Urban Outfitters cuts prices 24:31
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1 Rundown: American Eagle sues Amazon, Grove Collaborative' cash infusion and Stitch Fix's path to profitability 25:09
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1 Rundown: More retail bankruptcies, Rare Beauty reportedly halts sale, Amazon Rufus to serve ads 27:19
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1 Rundown: Walmart and StockX deal, Nordstrom's takeover bid, Rite Aid emerges from bankruptcy 32:13
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1 Rundown: Shoppers react to price cuts, Peloton capitalizes on secondhand sales & Chick-fil-A gets into streaming 25:51
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1 Rundown: July retail sales bounce back, beauty brands bootstrap their businesses & eTail East comes to Boston 27:37
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1 Rundown: Mars explores Kellanova acquisition, ThredUp exits Europe & an Apple store gets its first union contract 30:32
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1 Rundown: Fast casual earnings, Etsy's loyalty program launch & Howard Schultz's olive oil investments 25:46
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1 Rundown: Kroger & Albertsons pause merger, L Catterton interested in Mattel & the rise of 'Amazombies' 25:21
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1 Rundown: Athletic Brewing raises $50M, Nike brings back veteran exec & Costco raises membership fee 24:55
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1 Modern Retail Rundown: Amazon is reportedly launching a Temu-like section, Fancy Food Show takeaways & Walgreens store closures 25:50
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1 Rundown: Shein raises prices, TikTok tests image search & GLP-1 drugs boost supplements sales 30:57
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1 Rundown: Hoka competes with Nike, Amazon adds Grubhub perk to Prime & private label is still growing 31:36
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1 Rundown: Under Armour attempts another turnaround, Shein's attempted NRF membership & Costco partners with Uber Eats 29:47
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1 Movado Brand president Margot Grinberg on reintroducing a legacy watch company to younger shoppers 32:10
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1 Rundown: Starbucks stores struggle, Walmart launches a new private label line & Dave & Buster’s bets on betting 28:19
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1 Rundown: TikTok's impending U.S. ban, Saks goes into retail media & Amazon's grocery ambitions 31:45
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1 Rundown: Peloton takes away free app workouts, adults help boost Lego's sales & Amazon's plans for just walk out tech 29:21
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1 Rundown: Gatorade expands healthy options, retail credit cards declining & Bark gets into pet air travel 31:15
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1 'It's really about quality over quantity': Pattern Brands' Suze Dowling on the new roll-up brand playbook 34:25
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1 Rundown: H&M inches makes profitability progress, Wirecutter reviews & Dollar Tree price hikes 25:14
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1 Rundown: Nordstrom may go private, Unilever spins off ice cream biz & Shein's new revenue stream 29:24
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1 Rundown: The Body Shop shuts down U.S. business, Outdoor Voices closes stores & apparel C-suite shakeups 27:50
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1 Rundown: Harry's reported IPO, Ashley acquires DTC mattress group & Abercrombie eyes global growth 28:38
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1 Époque Evolution co-founder Nancy Taylor on why she says 'responsibility' instead of 'sustainability' 31:24
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1 Rundown: Thrasio's bankruptcy, Warby Parker plans more stores & Celsius reports record sales 29:33
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1 Little Words Project founder Adriana Carrig on making friendship bracelets a thriving business even before Taylor Swift 36:52
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1 Rundown: Express's financial woes, retailers ban shoppers for excessive returns & Walmart eyes Vizio acquisition 29:04
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1 The Goods Mart founder Rachel Krupa on building a convenience store that's more than a shoppy shop 35:18
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1 Rundown: Zac Posen heads to Gap, Target reportedly weighs paid membership, and Tapestry shows promising growth 25:58
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1 'There's this longevity': Bugaboo's Jeanelle Teves on expanding a premium baby brand in North America 35:26
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1 Rundown: Macy's turns down buyout bid, Solo Stove's marketing woes, & Etsy's Super Bowl ambitions 29:36
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1 Jolie CEO Ryan Babenzien on how to market a shower head as a wellness product in the post-DTC era 33:59
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1 Rundown: Price hikes backfire, Shein & Temu suppliers struggles & Peloton's TikTok partnership 31:03
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1 Bombas co-founders David Heath & Randy Goldberg on how the apparel brand bucked the DTC doldrums 46:51
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1 Rundown: Global politics impact retailers, Rite Aid's legal troubles & and the rise of thrifted holiday gifts 20:57
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1 'Everybody kind of laughed at us': HexClad CEO Daniel Winer on being an early DTC cookware company -- and catching the eye of Gordon Ramsay 34:01
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1 Rundown: Non-alcoholic White Claw, Amazon slashes apparel fees & NRF walks back retail theft claims 25:50
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1 'We exist to fail': FirstBuild president André Zdanow on building an innovation arm out of GE Appliances 35:54
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1 Modern Retail Rundown: Thrasio struggles, Amazon gets into car sales & retailers expect muted holiday sales 27:53
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1 Modern Retail Rundown: Getir acquires Fresh Direct, TikTok shuts down Creator Fund, Amazon & Meta partner on in-app ads 24:29
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1 'We wanted to build a brand that was based on a collective perspective': R+Co president Dan Langer on growing a luxury haircare brand 36:44
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1 Rundown: Amazon scraps Style stores, Walmart stores get a facelift & Michaels launches an Etsy competitor 26:05
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1 Rundown: UPS acquires Happy Returns, Unilever offloads Dollar Shave Club & Sears attempts a comeback 26:05
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1 Rundown: HomeGoods gives up on e-commerce, Walmart eyes digital growth & Goop goes mass market 26:45
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