The NOSH Podcast: When Is It Time To Kill A Product Line?
Episode 52
Nosh Staff
In this episode:
On this week’s show, NOSH editor Carol Ortenberg sits down with the Eat The Change team to discuss how the company has evolved its identity by rethinking its product lines. Seth Goldman, co-founder and CEO, and Sarah Shah, Head of Marketing, talk through how the company evaluated its product mix, ultimately making a measured decision to discontinue one slow turner and revamp and reposition another.
Show Highlights:
01:56: Mushrooms were… so last year? Seth and Sarah shared how declining consumer interest in fungi, and the polarizing popularity of mushrooms, coupled with a product positioned for kids, made the animal-free jerky a tough sell.
11:33: Just because a product isn’t performing well, doesn’t mean it should be discarded. The duo talked through upcoming changes to their Carrot Chews line that aims to broaden its positioning and better explain the concept of a vegetable snack to consumers.
22:25: Deciding on whether to discontinue, reposition or keep pushing for a product can be complex and often, not a clear cut choice to make. Seth and Sarah talk through the key metrics they considered and how Seth’s Honest Tea days informed how they assessed the total addressable market.
“We know what direction we want to go, but we’re going to follow whatever path the market leads us to get us there. We’re not going to change our direction, but we’re not going to follow a preset course – we’re going to have to let the course evolve as we grow”
-Seth Goldman, co-founder and CEO of Eat The Change
About The NOSH Podcast
The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food.
New episodes are released every week. Send us comments and suggestions anytime to podcast@nosh.com.
Show Highlights:
On this week’s show, the Eat The Change team discusses how its identity has evolved by rethinking product lines. Seth Goldman, co-founder and CEO, and Sarah Shah, Marketing Director talk through how they evaluated the product mix, ultimately making a measured decision to discontinue one slow turner and revamp and reposition another.
About CPG Week
CPG Week is the podcast that explores the latest happenings in the consumer packaged goods industry. Join our seasoned reporting team as they dish out the week’s stories in quick, easy-to-digest episodes. Catch up on the top headlines of the week, dive into exclusive insights with the BevNET and Nosh teams, and set yourself up to make more informed business decisions. Tune in to stay up-to-date on the latest developments in the dynamic world of packaged food and beverage.
New episodes are released every week. Send us comments and suggestions anytime to cpgweek@nosh.com.
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