DTC Podcast

Ep 412: Scaling Sour – Rotten's Michael Fisher on Better-For-You Candy, Go-To Market Strategy (+Grubs, Gizzards and Goo)

Jun 10, 2024

Michael Fisher, founder of Rotten, shares his journey of creating better-for-you candy, focusing on taste and branding. He discusses reformulation based on feedback, a go-to-market strategy with a content series and free trial program, and aims for nationwide availability to make better-for-you products cool and appealing.

42:01

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Episode guests

Michael Fisher

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Rotten offers a better-for-you candy option with delicious taste.

Focusing on customer expectations and product reformulation drives Rotten's success.

Deep dives

Consumer Preferences for Better For You Brands

Many customers prefer Better For You candy options over traditional brands due to concerns about sugar content and health. A survey revealed that 70% of customers had never bought a Better For You brand before, showcasing a demand for alternative options that appeal to a wider audience. This trend highlights the importance of offering products that meet consumer needs while maintaining taste and appeal.

Intro

2min

Creating Rotten: A Fun and Nostalgic Twist on Healthier Gummies

19min

Exploring Retail Expansion with Hy-Vee and Zoomies

2min

Incorporating Product Placement Strategy for Brand Awareness

13min

Exploring a New Category of Better-For-You Candy and Innovative Products

2min

Strategic Use of Funds for Content Production in Evolving Social Landscape

2min

Discussing Packaging Changes for a Better-For-You Candy Product

3min

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Michael Fisher, founder of Rotten, discusses his journey of creating a better-for-you candy brand that still tastes delicious. He shares his inspiration for starting Rotten, the challenges of getting the product to market, and the importance of meeting and exceeding customer expectations. Fisher also talks about the reformulation of the product and the focus on texture and sourness. He discusses the go-to-market strategy, including a new content series called Grubs, Gizzards, and Goo, and a free trial program. Fisher envisions Rotten being available everywhere in the US and paving the way for better-for-you products that are still cool.

https://eatrotten.com

Takeaways

Rotten was created to provide a better-for-you candy option that still tastes delicious.

The brand focuses on meeting and exceeding customer expectations, particularly in terms of taste and branding.

The reformulation of the product was driven by customer feedback and the desire to create a more classic gummy texture and increased sourness.

The go-to-market strategy includes a new content series called Grubs, Gizzards, and Goo, and a free trial program to attract and engage customers.

Rotten aims to be available everywhere in the US and to redefine the perception of better-for-you products as cool and appealing.

Keywords

Rotten, candy, better-for-you, taste, branding, reformulation, go-to-market strategy, content series, free trial program, retail, Amazon, profitability, future goals

Timestamps:

00:00 - Introduction and Michael Fisher's Vision for Rotten

02:00 - Understanding the Market Need for Better-For-You Candy

04:30 - Overcoming Manufacturing Challenges and Product Development

07:00 - The Impact of Allulose and Other Ingredients

10:00 - The Decision to Reformulate and Improve Texture and Sourness

12:30 - Go-To-Market Strategy and Creative Content Series

15:00 - Retail Partnerships and Expansion Plans

17:00 - Engaging Customers with Unique Marketing Initiatives

19:30 - The Importance of Authenticity in Branding

22:00 - Launching on Amazon and Omni-Channel Strategies

25:00 - Long-Term Goals and Vision for Rotten

Hashtags:

#CandyIndustry #BetterForYou #SourGummies #DTCPodcast #RottenCandy #MichaelFisher #HealthierCandy #NostalgicBranding #FoodInnovation #Entrepreneurship #GoToMarketStrategy #ContentMarketing #RetailExpansion #AmazonLaunch #SustainableBusiness #FoodScience #MarketingStrategy #ConsumerTrends #StartupSuccess #HealthyLifestyle

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