When Is It Time To Kill A Product Line?

On this week’s show, NOSH editor Carol Ortenberg sits down with the Eat The Change team to discuss how the company has evolved its identity by rethinking its product lines. Seth Goldman, co-founder and CEO, and Sarah Shah, Head of Marketing talk through how the company evaluated its product mix, ultimately making a measured decision to discontinue one slow turner and revamp and reposition another.  Show Highlights: 01:56: Mushrooms were… so last year? Seth and Sarah shared how declining consumer interest in fungi, and the polarizing popularity of mushrooms, coupled with a product positioned for kids, made the animal-free jerky a tough sell.  11:33: Just because a product isn’t performing well, doesn’t mean it should be discarded. The duo talked through upcoming changes to their Carrot Chews line that aims to broaden its positioning and better explain the concept of a vegetable snack to consumers.  22:25: Deciding on whether to discontinue, reposition or keep pushing for a product can be complex and often, not a clear cut choice to make. Seth and Sarah talk through the key metrics they considered and how Seth’s Honest Tea days informed how they assessed the total addressable market. “We know what direction we want to go, but we're going to follow whatever path the market leads us to get us there. We're not going to change our direction, but we're not going to follow a preset course – we're going to have to let the course evolve as we grow” -Seth Goldman, co-founder and CEO of Eat The Change About The NOSH Podcast The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food. New episodes are released every week. Send us comments and suggestions anytime to [email protected]. Subscribe on Apple Podcasts

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