Episode 70: The Perfect Spread for Success

In this episode of Marketing Moves, Ali Bonar, co-founder and CEO of Oat Haus, shares how her personal recovery from an eating disorder led to the creation of Granola Butter, the first oat-based spread of its kind. She opens up about the challenges of launching a new product category, the power of organic influencer partnerships, and the strategic storytelling that helped Oat Haus land in major retailers like Whole Foods and Costco. Ali also gets real about the mental health side of entrepreneurship, managing social media pressures, and what’s next for Oat Haus. 

Oat Haus's journey began in 2018 with the launch of Granola Butter, a nut-free, allergen-friendly spread that quickly gained traction in the CPG market. Faced with the challenge of introducing a completely new product category, Ali leveraged organic influencer partnerships and strategic storytelling to build brand awareness and loyalty.

Ali Bonar’s personal narrative of overcoming an eating disorder resonates deeply with consumers. By sharing her story authentically, Ali has established a strong emotional connection with her audience, fostering brand loyalty and trust. This approach exemplifies the significance of founder-led storytelling in CPG branding, where consumers increasingly seek brands with a genuine and relatable identity.

Oat Haus has effectively utilized social media marketing for CPG to enhance brand visibility and drive retail sales. Ali strategically employed digital marketing tactics, such as creating viral TikTok content and engaging with influencers, to reach a broader audience. This omnichannel marketing approach ensures that Oat Haus remains top-of-mind for consumers navigating the crowded retail space.

Innovation is at the heart of Oat Haus’s success. Faced with melting chocolate chips in their cookie dough spread, the company introduced a "bring your own chips" concept that went viral on TikTok, demonstrating the importance of creative problem-solving in product innovation and marketing. Oat Haus’s ability to adapt to consumer feedback and trends has been pivotal in maintaining its competitive edge.

Oat Haus has capitalized on the power of influencer partnerships to amplify its brand message. By collaborating with content creators, the company has been able to tap into existing communities and reach potential customers who trust these influencers’ recommendations. This strategy underscores the value of leveraging influencer partnerships to enhance brand awareness and drive consumer engagement in the CPG industry.

Oat Haus's journey with Granola Butter offers valuable lessons for CPG marketers looking to break into the industry. By focusing on authentic storytelling, embracing digital marketing strategies, and fostering innovation, brands can successfully navigate the competitive landscape of consumer packaged goods. As the CPG market continues to evolve, adopting these strategies will be crucial for building brand loyalty, increasing market share, and achieving long-term success. Whether you're a new entrant or an established player, these insights can help you refine your approach to CPG marketing and connect with consumers in meaningful ways.