Buy Or Sell? We’re Split On The Potential For These Concepts.

12/22/23 • 60 min

A $900 million M&A deal was a top talking point for the hosts, who also highlighted a $40 million private equity fund focused on investment in emerging brands and opined on both trendy concepts and those of cultural significance.

This episode also features an interview with culinary expert and product developer Henry Hill, who is drawing on his experience as a Michelin-starred chef and beverage entrepreneur to help modern brands optimize flavor and texture.

Show notes:

0:35: Doritos Divide Us. It Makes Sense. Kit Kat Is Number One? “Dry” Bottle Shops & Grimace. – The hosts chatted about a discontinued coffee soda brand before the Newton-based crew sampled the recently announced Empirical x Doritos Nacho Cheese spirit. Reviews were decidedly mixed. They also commented on Chobani’s acquisition of La Colombe and the news that Austin-based Springdale Ventures closed on its second fund, while voicing skepticism about a poll on America’s favorite holiday candy. Later, the team introduced a new segment in which they debated the runway and relevance of food and beverage-related concepts (such as non-alcoholic spirits, a well-known McDonald’s character and cultivated meat) before chatting about new products in the office and sipping on a magnum bottle of zero-proof wine.

31:45: Interview: Henry Hill, Founder, Hill’s Research Kitchen – Henry Hill is a chef and former beverage entrepreneur turned product developer for the food and beverage industry. The founder of Hill’s Research Kitchen, Henry is tapping his experience – which ranges from working at world-renowned restaurants to commercializing a coffee soda– to help both emerging and established companies develop new products that can resonate with modern consumers. Our conversation, recorded at NOSH Live Winter 2023, takes a deep dive into his journey and how he is applying insights gained from years in the kitchen along with those on a bottling line to create unique sensorial experiences in new food and beverage products.

Brands in this episode: Doritos, Empirical, Chobani, La Colombe, Better Booch, KOS, Mr. Beast’s Feastables, BEATBOX, GOODLES, KitKat, Kinder, Rollin Greens, Kolonne Null, Wize Tea, Shonen Soda

Show notes:

Brands in this episode: Doritos, Empirical, Chobani, La Colombe, Better Booch, KOS, Mr. Beast’s Feastables, BEATBOX, GOODLES, KitKat, Kinder, Rollin Greens, Kolonne Null, Wize Tea, Shonen Soda

Previous Episode

How Deux’s Mastery Of Social Media Vaulted It Into The Big Time

Deux’s first three years in business reads like a case study on how to build an emerging brand: cultivate a community of loyal and engaged consumers who advocate for and frequently buy your products, and leverage DTC success to land distribution at national retailers.

Leading with the tagline “the snacks you love with the ingredients you deserve,” Deux (pronounced DOUGH) markets refrigerated cookie dough, dessert spreads and donut holes, all of which are enhanced with functional nutrients and vitamins and contain no preservatives nor artificial flavors, colors or sweeteners.

Founder Sabeena Ladha launched Deux in November 2020 with the aim of giving consumers “good for you” options in traditionally unhealthy food categories. Deux’s positioning, striking package design and appeal among social media influencers helped the brand establish awareness and elicit trial among its target consumer base, that of millennial and Gen Z females. In 2021, the brand landed a spot on reality TV show “Shark Tank” and although Ladha didn’t come away with a deal, Deux’s appearance on national television bolstered its following and online sales.

Deux has since picked up retail placement at over 1,200 stores, including Whole Foods, Sprouts, The Fresh Market and Target. While a majority of the brand’s revenue comes from DTC business, Sabeena expects brick-and-mortar retail to become the primary driver of Deux sales in 2024.

In this episode, Ladha spoke about how her prior work experience helped give the a better-for-you sweets brand a head start, why Deux promotes indulgence first and foremost, how the collaborative nature of its social media and influencer strategy has benefited trial, awareness and innovation, and how she navigates the challenge of managing three product lines.

Show notes:

0:42: Interview: Sabeena Ladha, Founder & CEO, Deux – Ladha spoke with Taste Radio editor Ray Latif about Deux’s recent collaboration with Jumbo Time Wines, why she feels like she has “an unfair advantage over other entrepreneurs,” takeaways from her time working at Frito-Lay and how she identified white space for a better-for-you functional and refrigerated cookie dough. She also explained why being hyper focused on Deux’s target consumers helps clarify business strategy, and shared specific details about its highly effective influencer strategy, including budgeting and contracts. Ladha also discussed her role in social media and consistent presence in posts and the complexity in giving each of Deux’s product lines the time and resources they need to thrive.

Brands in this episode: Deux, Jumbo Time Wines

Next Episode

East Imperial’s Secret Weapon? A Consistent, Disciplined Emphasis On This.

Tony Burt has seen the light. But he’s rarely swayed by it.

Burt is the founder and CEO of East Imperial, a New Zealand-based brand of upscale mixers inspired by a 1903 recipe for tonic water and made using natural and sustainably sourced ingredients. The brand markets several varieties of tonic water along with a grapefruit soda, ginger beer, ginger ale, soda water, lemonade and kola.

A globally distributed brand, East Imperial is specifically focused on the on-premise channel. Its products are featured at world renowned cocktail bars, restaurants and hotels that align with its premium positioning. The company is in the midst of major expansion in the U.S., and despite vast retail opportunities available in the market, Tony is adamant that East Imperial maintains its focus on high-end hospitality.

While the allure, spotlight and potential windfall revenue associated with distribution at major retail and restaurant chains are compelling, Burt notes that at the heart of East Imperial’s business strategy is a consistent and disciplined emphasis on the brand’s core values.

In this episode, Burt spoke about the origins of East Imperial and his journey from advertising executive to beverage entrepreneur. He also explained how the company holds the line on pricing and positioning, identifies ideal placement for its products and why it is agnostic about strategic partnerships.

Show notes:

0:43: Interview: Tony Burt, Founder & CEO, East Imperial – In Sweden for the holiday season, Burt spoke with Taste Radio editor Ray Latif about his roots in the advertising business and how his experience informed him about trends, innovation and entrepreneurship, how he identified an opportunity in the super-premium tier of the mixer category and why East Imperial is primarily focus on the hospitality channel. He also explained why maintaining focus and discipline is a constant challenge, why rejecting some big distribution opportunities has helped the brand stay on track and how maintaining a consistent pricing strategy has helped the brand maintain its cachet.

Brands in this episode: East Imperial