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Im up there with Cheezits and Coke, which is just unheard of for such a young brand. Weve got more reviews than Coffee Mate and whats interesting is that we have a very wide audience, weve got people in their 20s and in their 60s. And while 800 pound gorillas such as Nestle are now offering almond and coconut creamers under the Coffee Mate Natural Bliss brand, WhiteWave has launched similar products under the SO Delicious and Silk brands, and Califia Farms has recently unveiled Betterhalf, a new range of almondmilk and coconut cream-based alternatives to dairy half and half that most directly competes with nutpodsfrom a formulation perspective, Haydon says she is not worried about being squeezed out of the market. There are differences in packaging; when we launched, we wanted to look different to the other brands, which were typically in the traditional gable top milk cartons or in PET. And there are differences in formulation; we are unsweetened, and nutpodscan be used as a replacement for half and half in cooking, not just for coffee. Most of the other brands also dont offer almond and coconut cream together [although Califias Betterhalf now offers this combination]. But were not relying purely on the formulation as our point of difference, added Haydon, who was speaking to FoodNavigator-USA after securing a $1.2m Series A funding round via CircleUp featuring investors including Stray Dog Capital and Whole30 co-founder Melissa Hartwig, that will help nutpodssupport its growth across multiple platforms. NON DAIRY CREAMERS:People had really been stuck with the same options since the 1980s with Coffee Mate (Nestle) and International Delight (WhiteWave Foods), and then everything changed. Madeline Haydon, founder and CEO, Green Grass Foods Inc (nutpods) Features and formulations can be duplicated; brands cant She added: This is where my MBA really kicked in, although I also had some really great advisors early on that told me, Whatever you make, it cant just be about whatever features you have, because features can be duplicated. Someone else will come out with an almond coconut creamer, or an unsweetened version. So you have to have consumers really connect with nutpods, to have an experience with nutpods. So yes, Im facing some stiff competition from huge brands and big food companies, but thats not how consumers are buying these days, you can see from all the sales data that big food brands are struggling, that people are buying products that have a brand story that consumers can relate to. She adds:Our customers read labels, certifications are important to them, and they are gravitating away from big food brands and towards challenger brands like ours. Were giving the big brands a good run for their money. Its a $3bn segment and the growth is really coming from more natural, nut-based brands like ours. "Amazon has been an amazing channel for us; there are metrics you can get[from Amazon]that you just cant get from syndicated data and from the grocery stores...
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