Six disruptive brands in health & wellness... and what they can teach us

By Elaine Watson

01-Oct-2015 - Last updated on 01-Oct-2015 at 16:59 GMT

The tortoise - rather than the hare – is often the winner in the retail food and beverage industry, says Hartman Group’s SVP James Richardson, PhD, who says we can all learn lessons from six disruptive brands in health & wellness, from Hint Water to Guayaki yerba mate tea.

Six brands disruptive brands in health & wellness... and what they can teach us

Launching big is not the definitive way to sustainable growth

Speed is not everything when it comes to winning

1 – Guayaki (yerba mate tea): ‘Clean energy’ pioneer

2 – Siggi’s (Icelandic yogurt): Yogurt isn’t supposed to taste like candy

3 – Way Better Snacks (sprouted grain snacks): Runaway success story

4 – Essentia (electrolyte-infused alkaline water): Switch to sports cap prompts sales surge

5 – Argo Tea: The Starbucks of tea?

6 – Hint (fruit water, minus the sweeteners and preservatives)

Health & wellness… yesterday vs today

Early wave disruptors: 1990s

Second wave disruptors: 2000-2015

Thinking of becoming a 'lifestyle brand'? Think again

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