Mariani™: Cracking the Nut Milk Market
November 14, 2018
The Ask: To leverage robust consumer interest in plant milks and strategize a new product launch
The Challenge: Lack of consumer awareness of walnut milk and its differentiation from other plant milks
The Solution: To provide support for product labeling and develop a consumer education plan
The Approach: To promote health-based messages on packaging and leverage Supermarket RDs as consumer influencers
By now, nearly everyone has heard of almond milk, the rising star of the plant-milk world. But walnut milk? To many consumers, a walnut is just that nugget in their brownie, when in fact a walnut is a nutritional powerhouse and an ideal addition to a plant-based diet. 33% of U.S. households have now tried a plant-based milk, and Mariani Family Orchards™ wanted to grab a share of this $10 billion market by letting alt-milk lovers know that walnut milk is a new option with an amazing health profile.
As a widely trusted source of information on special diets and the foods that promote health, Retail RDs are an ideal route for introducing unfamiliar new health products. [read more] Retail RDs know that consumers choose plant-based milks for health, environmental and ethical concerns. Mariani™ called on my expertise to help Retail RDs discover and understand walnut milk, how it can support special diets and, especially, how its nutritional strengths distinguish it from other lactose-free and vegan milk options. My RDs, in turn, were able to confidently recommend and promote WalnutMilk™ to those who choose or need plant-based milk.
To help WalnutMilk™ find a well-deserved demand, I:
- Served as the Nutrition Expert for the WalnutMilk™ product launch
- Developed an educational strategy for using RDs to introduce plant-based milk at retail partners
- Provided nutrition regulatory support for product labeling to highlight key features (ALA-Omega-3-Fats; Plant-Based)
- Spearheaded business development with Retail RD Partners
Many deserving health products launch, fizzle and end up on clearance. Mariani™ allowed me and a host of Retail RDs to smooth the way, making the key introductions to curious consumers. Their star is now rising….so look out, almond milk!
Changemaker Barbara Ruhs, MS, RDN, is transforming public health by re-envisioning the way food is understood and promoted. A seasoned supermarket dietitian and former Harvard nutritionist, Barb leads the way by offering innovative retail solutions that forge connections between food marketers, market RDs and consumers hungry for truth.
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