Revitalizing a Health Food Brand: Elena’s Journey to Success with CURVEJUMPER’S Strategy Consulting
The demand for health and wellness foods has surged exponentially due to increased health awareness, lifestyle changes, and the rise of chronic diseases.
This gives brands operating in this industry an extraordinary opportunity to grow and multiply their revenue.
However, the growth of opportunities also attracts competition, making it crucial for health and wellness food brands to have a strong brand positioning and a relevant growth strategy.
Meet Elena Harper, the CEO of a health foods brand that failed to generate demand and boost sales despite a robust product line.
Meet Elena Harper, the CEO of a health foods brand that failed to generate demand and boost sales despite a robust product line.
How does she overcome the sales plateau and penetrate the competitive market? Let’s find out.
How Elena’s carefully crafted health food brand failed to connect with consumers
Elena launched her health food brand with high hopes, believing her carefully crafted products would truly benefit health-conscious consumers.
The initial feedback from the test audience was also promising, leading Elena to believe her products were enough to drive demand and give them access to a growing market.
To optimize the distribution, she partnered with 10 independent nutrition stores. But soon, Elena and her team realized their predictions were far from accurate —the products failed to gain traction, and sales remained slow. Eventually, retailers started expressing concerns over the lack of movement on the shelves.
To optimize the distribution, she partnered with 10 independent nutrition stores. But soon, Elena and her team realized their predictions were far from accurate —the products failed to gain traction, and sales remained slow. Eventually, retailers started expressing concerns over the lack of movement on the shelves.
It was clear that her brand failed to create an impression in the market despite its high-quality offerings.
How a competitor’s success highlighted the gaps in Elena’s Brand Positioning
After months of poor sales and growing concerns raised by her retail partners, Elena received a troubling phone call. One of her key retailers who initially showed great enthusiasm for her brand decided to drop her products.
Upon inquiry, the retailer told Elena why they decided to drop their account —they had observed a competitor brand consistently outperforming her offerings on the shelves while Elena’s products failed to take off.
This loss was a decisive moment for Elena. Not only did it signal that her brand messaging was not able to make an impact, but it also made her acutely aware of the intensifying competition within the health food market.
This loss was a decisive moment for Elena. Not only did it signal that her brand messaging was not able to make an impact, but it also made her acutely aware of the intensifying competition within the health food market.
Elena realized that if she didn’t act quickly to redefine her brand's positioning, she risked losing even more retail partners and consumers to her competitors.
Determined to find a solution, Elena contacted a renowned marketing consulting agency, hoping for the expertise she lacked. The agency proposed a comprehensive rebranding plan that included a total overhaul of her brand’s identity, marketing materials, and growth strategy.
However, there was a catch! The entire process would take 7 months and a half a million dollars — and even then the results were not guaranteed.
While Elena understood the urgency of the rebranding, the scale of the proposal overwhelmed her. The prospect of investing such a significant sum without any guaranteed return left her feeling anxious and uncertain.
How CURVEJUMPER Redefined Elena’s Brand with a Consumer-first Growth Strategy
Elena, still deciding on her next move, spoke to Sarah, a fellow entrepreneur who had recently turned her brand around. Impressed with how quickly her business had transformed, Sarah recommended CURVEJUMPER to Elena.
Taking Sarah’s advice, Elena contacted CURVEJUMPER, seeking their help in recreating her brand and strategy consulting. CURVEJUMPER immediately grasped the scope of her challenge and suggested a different approach than what she had considered so far.
They proposed an initial three-week effort focused on secondary research, qualitative exploration, and hypothesis testing—essentially, a deep dive into consumer insights and positioning, without jumping straight into an expensive rebranding project.
The CURVEJUMPER team worked quickly to assess what consumers were truly looking for in health food products, identifying gaps and opportunities Elena’s brand had yet to address.
They didn’t just push out what was available but focused on determining what the consumers were looking for in terms of healthy food and supplement options. This research also helped them determine which messaging and positioning would resonate most with health-conscious buyers.
Once the groundwork was laid, CURVEJUMPER moved forward with a 3-month agile process as part of their strategy consulting:
Naming the brand, developing a clear and compelling brand positioning strategy, and designing cohesive creative assets. They even built a strong digital presence, setting Elena’s brand up to engage with consumers across platforms like Instagram and TikTok.
This focused and fast-paced approach allowed Elena to avoid the drawn-out process of a traditional rebranding effort, saving her both time and money. The result was a brand with a clear identity that connected deeply with its target market.
Retailers started noticing the shift, and the sales that once stagnated began to rise again, proving that CURVEJUMPER’s targeted, agile growth strategy was exactly what Elena needed.
The CURVEJUMPER Advantage: Tailored Solutions That Deliver
CURVEJUMPER’s customized services and agile approach to strategy consulting were key to transforming Elena’s brand. By tailoring their strategy to her specific needs, CURVEJUMPER delivered exactly what her business required without unnecessary add-ons.
Their focus on 3x faster outcomes at 70% lower cost allowed Elena to achieve results quickly, bypassing the long timelines and high fees of traditional firms.
With over 100 years of combined experience and deep expertise in 50+ lifestyle brands, the CURVEJUMPER team identified the right consumer insights, fixed Elena’s brand positioning, and delivered a clear, compelling identity that resonated with her target market, rejuvenating her sales and retail partnerships.
Ready to elevate your brand and penetrate the market effectively? Book your FREE strategy consultation with CURVEJUMPER today!
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Brian Myers
Founder and CEO of CURVEJUMPER
Brian Myers is the Founder and CEO of CURVEJUMPER Growth Foundry who has specialized in Growth Acceleration, Business Design, World Class Marketing, Brand Management, Innovation, Design, and Growth Strategy for over 25 years. Brian has an MBA from the Kellogg School of Management, serves on the Kellogg Advisory Council, and is a prior SMD / Practice Leader for Accenture, Partner with Prophet, and General Manager / Brand Manager with SC Johnson and Son.