Creating a New Product Strategy

The Business: Freshology is a groumet meal delivery service providing freshly made meals throughout the United States via direct to home, institutional clients and regional players needing national distribution.

Original Positioning: Freshology is a gourmet meal delivery service that has traditionally focused on weight loss messaging. Starting in 2013, Freshology began experiencing a considerable sales drop, driven by a 20% decline within the weight loss industry. Such brands as Jenny Craig, Weight Watchers and Nutrisystem were noticeably struggling. At the same time, there was an increase in new food-tech brands and related investments. This included ready-to-cook brands like Blue Apron and same day delivery brands like Munchery.

Old Freshology Logo

Updated Freshology Branding

Freshology had to reexamine its strategic market approach and products to focus on 3 strategic pillars (segments):

  1. Convenient Healthy Eating: flexible scheduling for days when you need specific meal solutions (ideal for the over-scheduled individual) with the joy of seasonal offerings and chef notes.

  2. Specialized Nutritional Needs: specialized menus, including heart healthy, prenatal/new mom, gluten-free and vegetarian.

  3. Health Maintenance: from portion controlled meals for weight loss to menus that sustain energy throughout the day for athletes in training.

I led the communication of the new product positioning and branding. This included:

  • New value propositions and related messaging

  • Segment specific sales and digital materials

  • Website hubs to support each segment (e.g. gluten free)

  • Relevant event marketing opportunities with new product communication (e.g. Tastemaker events)

  • An influencer marketing program