![]() So where is the growth going to come from, and is the plan to take BODYARMOR into international markets? That being said, we all want to see BODYARMOR become a global brand.' Image credit: BODYARMOR ‘We all want to see BODYARMOR become a global brand’ “Right now, we still think the US and the domestic opportunity is by far our biggest opportunity. “ So, when you think of that, the sky's the limit in terms of what we can do if we can just raise awareness.” And BODYARMOR is doing more than 2x the category growth, we’re at 40% growth in the latest 52 weeks.” ‘The sky's the limit in terms of what we can do’įounded by Mike Repole and Lance Collins in 2011 and attracting the late NBA star Kobe Bryant as an investor and creative director in 2014, BODYARMOR “has a retail business of $1.9bn right now, so almost $2bn in retail sales, but only a 14% unaided awareness for our brand,” said Muyshondt, who has spent his first three weeks on the job “ drinking from a firehose” as he gets up to speed. “If you look at total sports drinks category in the latest 52 weeks, you're talking about $8.9bn, and it's a category that's growing at 15.9%. ![]() He added: “We are bringing in new users, we are trading up current users, and we are making our big competitor more competitive as well, forcing them to bring new stuff to the table, which is only going to help the category overall. “I think Coca-Cola saw the similarities between BODYARMOR and Chobani in terms of size, in terms of role in the category, how both from a product and company standpoint, it has reframed the category,” said Muyshondt, who was chief commercial officer at Chobani before joining BODYARMOR on April 25.īODYARMOR, he argued, is facing similar challenges to Chobani, which spent its formative years going up against 800lb gorillas Yoplait and Danone: " It's bringing this concept of superior hydration with more potassium, less sodium, and no artificial colors, sweeteners, or flavors, and it’s elevating the category, and premium-izing the category, which is a win-win for everyone.” Incremental growth Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients. ![]() Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation. ![]()
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