But theres actually been surprisingly little innovation." He adds:Its off trend. There are very few organic or paleo options [eg. grass-fed], and most products are still sold in big canisters with candy-inspired flavors like cookies and cream or salted caramel, and a lot of the marketing is still to the 1980s body-building set. We knew that if we wanted to get into this space, wed have to be different and look different. Grass fed whey + whole fruit powders On the being different front, Levels uses grass-fed whey protein and blends it with freeze-dried whole fruit/veg powders [as opposed to drum- or spray-dried powders], providing a full serving of fruit/veg per serving. The fruits/vegetables provide the flavor, so we dont have to add natural or artificial flavors to make the product taste acceptable," says Niemann, who launched Levels earlier this year."We can label the powders as whole fruits because that is what they are, just freeze dried whole fruits that have been ground into powders, so we have a very clean label." Each serving of Levels grass-fed whey protein includes a serving of fruits and/or vegetables On the looking different front, Levels (a name Niemanns girlfriend came up with) markets its products in a big 5lb box (as opposed to a cylindrical tub) with a modern, clean design (which Niemann created himself), but also offers single serve sachets to encourage trial. More than halfof Amazon users have Prime membership now And so far, says Niemann a runner up in Food Vision USAs 2016 trailblazers challenge - the strategy is paying off. Weve only been on the market for a couple of months on Amazon and via our own website, and Im really encouraged by the sales and the feedback [via reviews on Amazon]. The top comments are people love the flavors of the fruit and the super-clean packaging. Were going to approach brick and mortar outlets but for products like this, online really works well, especially to start with. Amazon is eating up many traditional bricks and mortar retailers and more than half of Amazon users have Prime membership now. Consumers are looking for grass-fed meat and dairy So whos the target audience for Levels ? Blake Niemann: Start-ups should go deep before they go wide when it comes to distribution We are looking for consumers that buy grass fed dairy or meat, cross fitters, people looking for organic and grass fed, and people already in the category that want to trade up," says Niemann, who says there are other brands[Naked Whey, Natural Force, ProMix, Reserveage etc] offering grass-fed whey,but they are still using traditional flavors and packaging formats. So what lessons did he learn from his previous food start up (quinoa-based snacking brand eatKeenwa )? Lots of things, says New York City-based Niemann, who majored in global supply chains & operations management at college, and says spending time on due diligence to ensure that the manufacturing partners you work with meet the highest standards is critical for early stage companies Go deep before you go wide Perhaps the biggest learning, however, is the importance of going deep before going wide, building steadily and not spreading yourself too thinly when youre going into bricks and mortar stores, he says. When you first launch a product you want to be on every shelf, in every store, but what really matters is velocity, not the number of stores you are in.
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The guy that has the last say is the guy that is usually coaching them. I think Hartley would have been an asset but Im not picking the team. Hartley has led England to consecutive Six Nations titles, a world record-equalling 18 successive Test match wins and a 3-0 series whitewash of hosts Australia. But he failed to find a place in Warren Gatlands Lions squad , with Rory Best, Jamie George and Ken Owens the chosen hookers. The Lions have not won a Test series against New Zealand since 1971 and they have beaten them only six times in 113 years but Hansen has no doubt about the challenge they will pose his players in June and July. I think this is the best Lions team weve seen come here for a long, long time, he said. There is depth all the way through. Thats why people like Hartley and some of the Scottish boys have missed out because there is so much depth. Related: Lions: the key issues for Warren Gatland and his squad in New Zealand Youve only got to look at the fly-halves. A guy like Finn Russell has been playing really well and cant even make the team because theyve Reflections On No-nonsense Whey Protein New Zealand Tactics got Sexton, Farrell and Biggar there. You have also got young Ford missing out. There is a lot of depth right through all the positions. The locks are the same, the back-row forwards are the same. It is going to be a very good side, and they will come with a lot of expectation, which I think is going to be interesting to see how they cope with that a lot more expectation than theyve been used to, because people expect them to win.
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