Most companies wouldn’t send multiple people to sales calls, but this approach was a perfect one-two punch, and the reason we were able to get into retailers like I went on most every single sales meeting when we first started out to ensure that our story was told the right way. While this seems uncommon to most, this ensures that everyone has a holistic understanding of Instance, our marketing team is required to work the line in our manufacturing facility once per month. We know that product intimacy drives incredible knowledge and relevancy when marketing. For us, the importance of peopleĪnd an understanding of how our company operates at the most basic level is imperative. We want our employees to feel appreciated for their work. Pace in which one has to move today, have both been key to driving our growth. With experience and a solid culture: “There’s no turnkey secret for success, but having a team that had success leading brands prior to joining My/Mo, as well as embracing the Mass market, shared some thoughts with Marketing CPG Weekly about what traditional and new CPG companies need to do to succeed in today’s ever-changing marketplace. My/Mo CMO Russell Barnett, who in past marketing posts helped take brands including Kevita, Garden Protein International and Popchips
Marshmallow over a flame from a fire-spewing saxophone. Multiple 15-second videos include a contortionist playing the piano (below) and a guy roasting a Multimillion-dollar branding campaign, dubbed “Because, Whatever.” The creative, by StrawberryFrog, epitomizes the brand’s playful, celebrate-the-unique-and-odd (“chew your iceĬream”) mojo. Last week, the company launched its first
There are now “layered” flavors (such as Chocolate Sundae and S’mores), pints of mochi bits, and vegan varieties. The treats are colorful, multi-textured, “naturally portion controlled” (110 calories per ball)Īnd gluten-free. My/Mo is designed to appeal to millennials. Its 2019 dollar sales are projected at $150 million (up from $100 million in 2018), and its unit sales It’s outperforming big traditional brands in sales per store per week, including Haagen-Dazs (+41.3%), Dove (+49.4%), Magnum (+5.8%) andīen & Jerry’s (+173%), and is ranked 25 th among all frozen novelty brands. Outlets, including Target, Wegmans, Kroger and Fairway. Today, My/Mo is distributed in more than 18,000 mass
Vanilla, chocolate, strawberry, mint chocolate chip and cookies and cream, as well as a bit more exotic choices like mango and green tea. My/Mo's mass-market vision included moving away from Mikawaya’s traditional Asian flavors (e.g., plum wine, red bean), to mainstream flavors like (Mikawaya is also still sold through Asian and By the time Hashimoto died in 2012, Mikawaya Mochi Ice Cream had grown to a $13-million business, with distribution in Safeway, Trader Joe’s, Albertsons and Ralphs, according toĬentury Park Capital Partners acquired the company in 2015, and launched the rebranded My/Mo Mochi Ice Cream in 2017.
Today, thanks to the phenomenal success of My/Mo, mochi ice cream has a 1.5% share, with My/Mo commanding 80% of thoseĪctually, My/Mo is a mass-market version of a mochi ice cream treat invented by Frances Hashimoto, president and CEO of Mikawaya, and first launched in the U.S. Sweet rice dough - had a 0.2% share of the frozen novelties category. Two years ago, mochi ice cream - ice cream wrapped in a
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