The business challenge: AlEn USA had a strong commercial presence in U.S. Hispanic retailers but lacked presence in general market accounts. Gross margins were significantly below the U.S. CPG benchmark.
The Insight: Every retailer in the U.S. is worried about how best to attract and retain over 60MM Hispanic shoppers with $2 trillion in purchasing power.
The Solution: Through powerful category insights, demonstrated to General Market retailers like Walmart, Kroger, Costco & Albertsons, how AlEn’s portfolio of brands could effectively attract and retain Hispanic shoppers. Additionally, through robust RGM and source-of-volume analysis, learned AlEn brands were significantly under-indexed vs top competitors and could command more premium price points.
The Result: Grew ACV from 30% to 60%. Elevated gross margins to U.S. CPG benchmark levels.
Over 2X Business Growth While Pivoting to Benchmark-Level Profitability
The Business Challenge: Driven by many years of successful M&A, the Dean Foods national flavored milk business was made up of over 30 regional brands that didn't leverage the scale of the largest dairy in the U.S.
The Insight: Mom was concerned about childhood obesity and high fructose corn syrup. She also struggled with how to think about the chocolate milk category: Is it healthy or is it liquid dessert?
The Solution: Restage regional dairy brands to TruMoo, leveraging the scale of a national brand but preserving the local endorser dairy brand. Solve a problem for Mom by giving her compelling health reasons - to - believe via a national consumer-preferred formula with lower fat, lower calories, lower sugar, no high fructose corn syrup, and no growth hormones.
The Result: Grew Dean's conventional flavored milk share from 15% to 21%. TruMoo became the #1 flavored milk brand in the U.S.
Launching the First National Fresh Milk Brand in the U.S.
The business challenge: Organic Valley was the largest organic coop in the U.S. but lacked fresh dairy manufacturing & distribution capability. Dean Foods was the largest fresh milk processor and distributor in the U.S. but lacked a category leading organic milk brand in its brand portfolio.
The Insight: Organic Valley’s decentralized network of small dairy farms matched Dean Food’s national network of processing and distribution facilities.
The Result: By marrying Organic Valley’s dairy farming expertise with Dean Foods’ dairy processing and distribution expertise, Organic Valley Fresh was born, resulting in a 100-million-dollar fresh organic milk business in less than one year since inception.