Trending: Pet Food
Finding your 'hero product' with Russell Breuer of Spot & Tango
Feb 26, 2025
Russell Breuer, Founder and CEO of Spot & Tango, shares insights on how a 'hero product' can propel a pet food brand to success. He discusses the innovative Unkibble and the need for brands to adapt to consumer feedback and evolving trends. Russell also candidly recounts the challenges of launching during the pandemic, stressing the importance of agility and maintaining brand identity in a saturated market. His advice? Embrace risks, listen to customers, and stay true to your mission to thrive in the competitive pet food landscape.
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Quick takeaways
- Identifying a hero product like fresh-frozen dog food can significantly enhance a pet food company's market fit and consumer demand.
- Adapting to consumer feedback through internal ideation and flexibility is crucial for maintaining relevance in a competitive market.
Deep dives
The Concept of a Hero Product
A hero product is defined as an item that achieves a strong market fit, generating significant consumer demand compared to other products in a company's portfolio. Spot & Tango identified their hero product as a fresh-frozen dog food recipe, which resonated with pet owners seeking high-quality, human-grade ingredients. This initial market fit demonstrated a consumer preference for healthier dog food options, which prompted the launch of Unkibble, a product combining the benefits of fresh food with the convenience of kibble. By focusing on these hero products, companies can create a strong differentiation in the marketplace, particularly in the competitive pet food industry.
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