Keating advised companies to take time to nurture the brand, product and category. This functional food, Keating related, is fun and nutritionally sound when prepared properly. The category has no major entrants and is being overlooked as a functional beverage. Expand the horizon. Sharon Wicker, vice president of strategic planning at Heinz North America, likewise addressed the opportunity in nutritionals.
Science promises an even higher value for growth.
Opportunities exist to mainstream the product. Predispose the consumers. Educate them and generate awareness. Make it accessible. Great Awakenings is shown to have the goodness of milk and the benefits of soy.