12min chapter

How I Built This with Guy Raz cover image

Advice Line with Lara Merriken of LÄRABAR (October 2024)

How I Built This with Guy Raz

CHAPTER

Innovating Caffeine Delivery: The Journey of Caffeine Gum

This chapter delves into the creation of a caffeine-infused gum, launched as a coffee alternative designed to avoid common inconveniences associated with coffee. It explores the product's transition from retail to direct-to-consumer sales, highlighting market challenges and strategies for differentiation. Through discussions on target audience insights and branding, the chapter emphasizes the importance of clear communication and positioning within a competitive landscape.

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