Our case studies focus on brands and products that provide lessons from real challenges and opportunities which you can use to inform business strategy. They are packed with detail including brand portfolio, pricing, and communications and marketing strategy, merchandising and distribution, and come with a check list of key lessons learned.
Published: June 2026
Case study: My Mochi
My/Mochi created the U.S. mochi ice cream category. With great flavours, strong marketing and playful positioning it established mochi as a guilt-free, fun indulgent snack. The market leader, it was recently acquired by Morinaga.
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Published: June 2026
Case study: Suja Organic
Suja Organic has grown over the last decade into a profitable, $300 milllion annual sales brand. Its success has been driven by creative branding and marketing, convenient formats, such as shots, and multiple long-term growth trend connections – digestive wellness, immunity, energy, real. In 2026 the brand is filing for its IPO.
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Published: June 2026
Case study: Fage
Fage is a family-owned Greek yogurt brand which is a major player in the US and Europe and is enjoying double-digit growth in sales and profits. That success is the reward for being aligned with the strongest consumer needs - protein, "real", naturalness and authenticity, as well as excellent taste and texture. It's a role-model to other brands of how to make the most of a traditional food.
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Published: May 2026
Case study: Lifeway
Lifeway illustrates the effectiveness of the "traditional food reinvented" strategy. It created the US kefir category and remains the market leader with an 80% market share, with profitable sales growing in double-digits every year. Sometimes the best innovation ideas are the simplest.
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Published: May 2026
Case study: TRIP
TRIP is a drink brand targeting stress and mood benefits for Gen Z and younger Millennials. Launched in 2019, it has reached an estimated $100 million in sales by focusing on taste, active ingredients that resonate with younger consumers and heavy social media marketing.
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Published: May 2026
Case study: Oatly
Oatly turned a niche Swedish oat milk into a global business with $862 million in sales by 2025, thanks its bold, provocative marketing. However, Oatly hasn't made a profit for ten years and has accumulated over $1 billion in losses. Its Asian expansion has stalled and its US business has turned down. It a classic case study of how "scaling rapidly" is not the same as being successful.
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Published: April 2026
Case study: Oats Overnight
A high-protein breakfast brand, has scaled rapidly in the US by combining convenience with a “permission to indulge” proposition built on whole food ingredients. Its hybrid DTC and retail model has driven strong growth and pushed sales to over $200 million.
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Published: April 2026
Case study: LMNT
LMNT is a marketing-driven hydration brand built on a clear electrolyte proposition that resonates with fitness consumers. Its growth from zero to over $200 million in sales in just 5 years has come from targeting niche communities and marketing through podcasts and influencers.
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Published: April 2026
Case study: Huel
Huel is a profitable brand that carved out a space for convenient plant-based meal replacement drinks. It began with a strong DTC marketing engine then accelerated through expansion into grocery stores. Its success has led Danone to acquire the company. Can Danone build Huel beyond its strong dependence for sales and growth on the UK market?
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Published: March 2026
Case study: Laird Superfood
California-based Laird Superfood used to focus on plant-based functional coffee creamers, inspired by the founders’ performance-focused lifestyles. But, like most plant-based businesses, Laird lost money. Adding quality dairy protein to draw in more health-active consumers is part of a major turnaround that is taking the company to profitability.
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