48 min
#139 Healthy People are Mindful People - Jacoba Gundle, Mindful Proteins Meaningful Marketplace Podcast
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- Business
Guest number nine on our podcast show in late 2019, Jacoba Gundle was just getting ready to launch their new product a protein beverage. That, of course was the beginning of the COVID lockdown and a lot of commerce came to a screeching halt, including their targeted marketplace. The company had been readying packaging, fine tuning its recipes and had called its drink Restore Protein Water. Co-packers were all lined up and then…nothing. The market strategy was to sell at yoga studies, Pilates studios, exercise gyms and all in-person types of venues, which of course were vaporized. So from that point until 2021, the company rebranded, changed their marketing strategy, kept the formulation engineered at Oregon State University’s Food Innovation Center (our very own Sarah Masoni is Director) and named the drink Tatu (tah too’) Protein Water. There are two flavors, lemon ginger and orange mango, both loaded with 15 grams of protein but zero sugar per can. So the sudden stop of the lockdown became a blessing in disguise according to Jacoba, because it forced the company to slow down, make more thoughtful decisions and clearly this new path is working well. The company, Mindful Proteins has created its distribution through grocery store shelves and online sales. However, now that in-person venues are revitalized, the company is also selling in the yoga and exercise studios it originally targeted. Orange Theory studios and cycling studios have been particularly popular places to sell Tatu as people are paying attention to health more and more. And Mindful Proteins is right there to serve them as their mission is to create a family of high-protein, functional foods and beverages made from healthy and simple ingredients. So the vision is for many lines of healthful food products for people seeking that healthy lifestyle. Tatu is the first and appeals to the active person because of the high protein content. At 15 grams per can, each can delivers about one-third of the daily recommended amount and it’s the protein, especially right after a workout, that restores muscle growth, helps prevent soreness and provides an energy lift after exercise. The word is getting out. BevNET, a Beverage Business Insight industry blog and highlighted by Fancy Foods as a new trending item. There is a mission behind the mission, as well. Mindful Proteins is sustainable at every turn, including the cans, packaging and a commitment to people, planet and profit. They track with the UN Sustainable Development Goals and you can check their progress on their website: https://mindfulproteins.com/. Also: IG @drinktatu. Tiktok is apparently live but Jacoba didn’t know the handle at show time. Our hosts: Twitter - @sarahmasoni and @spicymarshall, Instagram - @masoniandmarshall.
Guest number nine on our podcast show in late 2019, Jacoba Gundle was just getting ready to launch their new product a protein beverage. That, of course was the beginning of the COVID lockdown and a lot of commerce came to a screeching halt, including their targeted marketplace. The company had been readying packaging, fine tuning its recipes and had called its drink Restore Protein Water. Co-packers were all lined up and then…nothing. The market strategy was to sell at yoga studies, Pilates studios, exercise gyms and all in-person types of venues, which of course were vaporized. So from that point until 2021, the company rebranded, changed their marketing strategy, kept the formulation engineered at Oregon State University’s Food Innovation Center (our very own Sarah Masoni is Director) and named the drink Tatu (tah too’) Protein Water. There are two flavors, lemon ginger and orange mango, both loaded with 15 grams of protein but zero sugar per can. So the sudden stop of the lockdown became a blessing in disguise according to Jacoba, because it forced the company to slow down, make more thoughtful decisions and clearly this new path is working well. The company, Mindful Proteins has created its distribution through grocery store shelves and online sales. However, now that in-person venues are revitalized, the company is also selling in the yoga and exercise studios it originally targeted. Orange Theory studios and cycling studios have been particularly popular places to sell Tatu as people are paying attention to health more and more. And Mindful Proteins is right there to serve them as their mission is to create a family of high-protein, functional foods and beverages made from healthy and simple ingredients. So the vision is for many lines of healthful food products for people seeking that healthy lifestyle. Tatu is the first and appeals to the active person because of the high protein content. At 15 grams per can, each can delivers about one-third of the daily recommended amount and it’s the protein, especially right after a workout, that restores muscle growth, helps prevent soreness and provides an energy lift after exercise. The word is getting out. BevNET, a Beverage Business Insight industry blog and highlighted by Fancy Foods as a new trending item. There is a mission behind the mission, as well. Mindful Proteins is sustainable at every turn, including the cans, packaging and a commitment to people, planet and profit. They track with the UN Sustainable Development Goals and you can check their progress on their website: https://mindfulproteins.com/. Also: IG @drinktatu. Tiktok is apparently live but Jacoba didn’t know the handle at show time. Our hosts: Twitter - @sarahmasoni and @spicymarshall, Instagram - @masoniandmarshall.
48 min