The Challenge

Startup the Violife brand into the fast-growing plant-based cheese category, in the US retail market and expand distribution rapidly.

The Strategy

Identify the optimal range of non-dairy cheese products and fine-tune brand communication to successfully introduce Violife to the US natural channel, with an eye to rolling out to grocery and mainstream channels of trade with speed.

The Execution

Green Seed undertook an assessment of the category dynamics and reviewed the full European product range to identify the products best suited for the US consumer. Working with the Violife marketing team, we fine-tuned packaging, developed sales materials, and optimized marketing communication to suit the American consumer. The Green Seed sales team then presented the brand to US retail buyers and distributors securing thousands of points of distribution. Green Seed provided in-market brand activations to raise awareness and generate trial.

The Result

Rapid distribution gains in Whole Foods and Publix quickly demonstrated the brand’s performance and potential. Then followed the opening of more than 15,000 points of national distribution, geocentric targeted marketing, and high rates of sale. With more than $20M of US retail sales and 100% underlying growth rates, the company successfully sold to the Unilever spinoff, Upfield, which has now become a significant US plant-based company.

“Green Seed was helpful in launching and growing the Violife brand in the US. From all the way in Greece, we recognized the tremendous opportunity of the US market but also the complexity and overhead in creating our own team there during our first steps. By working with Green Seed, we were able to get up and running quickly with the brand, build our route-to-market, and get national distribution through UNFI. They work strategically to execute a long-term vision for the brand, as well as tactically to get the work done themselves.”

Anthimos Misailidis