Justin Gold used squeeze packs to drive trials for expensive almond butter
Justin Gold · How I Built Resilience: Justin Gold of Justin's · Oct 31, 2020 · at 2:13
Justin Gold, founder of nut butter brand Justin's, explains how packaging innovation overcame consumer reluctance to spend over ten dollars on a jar of almond butter.
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“Launched at the farmer's market, and when I launched, it was just with the jars, and I got them into a few local stores, and I was really struggling, and what got us kind of noticed, I guess you could say, was getting outside the jar and getting into a squeeze pack. And the squeeze pack was really our single point of differentiation, and it allowed consumers not only to travel with portable plant-based protein, but also have its trowel size to try something new like an almond butter, because almond butter was, you know, over 10 dollars a jar, and that's a big ring for someone to try something new, but for a squeeze pack, it alleviated that pain, brought them into the franchise.”
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