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Most of the other brands also dont offer almond and coconut cream together [although Califias Betterhalf now offers this combination]. But were not relying purely on the formulation as our point of difference, added Haydon, who was speaking to FoodNavigator-USA after securing a $1.2m Series A funding round via CircleUp featuring investors including Stray Dog Capital and Whole30 co-founder Melissa Hartwig, that will help nutpodssupport its growth across multiple platforms. NON DAIRY CREAMERS:People had really been stuck with the same options since the 1980s with Coffee Mate (Nestle) and International Delight (WhiteWave Foods), and then everything changed. Madeline Haydon, founder and CEO, Green Grass Foods Inc (nutpods) Features and formulations can be duplicated; brands cant She added: This is where my MBA really kicked in, although I also had some really great advisors early on that told me, Whatever you make, it cant just be about whatever features you have, because features can be duplicated. Someone else will come out with an almond coconut creamer, or an unsweetened version. So you have to have consumers really connect with nutpods, to have an experience with nutpods. So yes, Im facing some stiff competition from huge brands and big food companies, but thats not how consumers are buying these days, you can see from all the sales data that big food brands are struggling, that people are buying products that have a brand story that consumers can relate to. She adds:Our customers read labels, certifications are important to them, and they are gravitating away from big food brands and towards challenger brands like ours. Were giving the big brands a good run for their money. Its a $3bn segment and the growth is really coming from more natural, nut-based brands like ours. "Amazon has been an amazing channel for us; there are metrics you can get[from Amazon]that you just cant get from syndicated data and from the grocery stores... "I know from the Amazon orders how often people are buying nutpods, what my repeat customer rate is, and how often they buy. I cant know any of these things from stores; all I know from stores is that my numbers are going up." Madeline Haydon, founder and CEO,Green Grass Foods Inc (nutpods) Amazon has been an amazing channel for us As for the channel strategy, starting online (nutpodsis available via Amazon.com, Jet.com, the nutpodswebsite and other online brands) helped Haydon not only understand her customer base better, but how to plan her bricks and mortar strategy. Amazon allowed me in the first instance to get that quick validation from consumers about what they liked about my products, but Ill tell you, Amazon has been an amazing channel for us; there are metrics you can get [from Amazon] that you just cant get from syndicated data and from the grocery stores.
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