From niche vegan product to mainstream plant-powered performance
Challenge
OWYN needed to compete against dairy-based incumbents like Muscle Milk and Soylent by proving plant-based nutrition could appeal beyond vegans to mainstream performance consumers. The breakthrough came from identifying "Health Trailblazers"—passionate advocates for holistic health who influence their networks—and positioning the brand as "smart, simple, plant-powered nutrition that's better for you, your workout, and your world." Building the entire brand from naming through packaging and go-to-market strategy resulted in the fastest-growing plant-based protein drink company, acquired for $280M by Simply Good Foods with +6,500% sales growth and celebrity endorsements from Justin Fields, Josh Hart, Brittany Mahomes, and Nicki Minaj.
Deliverables
Challenge
OWYN needed to compete against dairy-based incumbents like Muscle Milk and Soylent by proving plant-based nutrition could appeal beyond vegans to mainstream performance consumers. The breakthrough came from identifying "Health Trailblazers"—passionate advocates for holistic health who influence their networks—and positioning the brand as "smart, simple, plant-powered nutrition that's better for you, your workout, and your world." Building the entire brand from naming through packaging and go-to-market strategy resulted in the fastest-growing plant-based protein drink company, acquired for $280M by Simply Good Foods with +6,500% sales growth and celebrity endorsements from Justin Fields, Josh Hart, Brittany Mahomes, and Nicki Minaj.
Deliverables
If you can't read it, don't eat it—consumers want simple, identifiable ingredients they can trust and understand.
If you can't read it, don't eat it—consumers want simple, identifiable ingredients they can trust and understand.
“Working with them was the best decision we ever made.”
— Jeff Mroz, OWYN Co-Founder
“Working with them was the best decision we ever made.”
— Jeff Mroz, OWYN Co-Founder
“Working with them was the best decision we ever made.”
— Jeff Mroz, OWYN Co-Founder
