CPG Marketing When Health Nutrition Stops Being a Niche with Catherine Hayden of Kate Farms
Catherine Hayden, Chief Marketing Officer of Kate Farms, on why health nutrition is not a niche category.
Six in ten Americans live with a chronic health condition. Catherine explains what that means for how Kate Farms markets, and what changes as the brand expands into 6,800 doors across Walmart and CVS.
In this conversation:
The "Here for the Champions" brand campaign and the insight behind it
Why a new high protein shake flavor took 800 variations to get right
Staying authentic while scaling into mass retail
Where AI helps, and why the origin and the idea stay with the brand
Using an AI…
The skinny
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