Snow Monkey : Revolutionizing the Ice Cream Industry
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Case Code: BSTR586 Case Length: 11 Pages Period: 2015-2019 Pub Date: 2019 Teaching Note: Available |
Price: Rs.400 Organization: Snow Monkey Superfood Ice Treat Industry: Foodservice Countries: United States Themes: Disruption, New Product Development, Marketing Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Scaling Up
The funds helped Rachel and Mariana to upgrade their creation. However, their lack of experience in the food business posed a great challenge for them. BU’s entrepreneurial center specialized in tech, not food. Rachel said, "Manufacturing the ice treat was our greatest challenge. We went online to hunt for manufacturers, sourcing directories from every association we found." The two of them started making calls to convince manufacturers to work with them. Moreover, changing the ingredients of an ice cream, required working with food scientists and changing the manufacturing process. Rachel and Mariana, eventually found a few manufacturers and packers who agreed to help them in scaling up. They had to shift to Los Angeles to be in proximity to the manufacturers and buyers.In January 2017, Snow Monkey was finally launched and hit the shelves of Whole Foods Market stores in the Southern Pacific region...
Increasing Demand for Healthy Options
Over the years, growth in the ice cream market had encountered challenging situations like competition from other categories (e.g. yogurt), consumers' growing concerns about health and dieting, etc. During 2013-14, Mintel , in its report stated that the focus of consumers was shifting to "absence of negatives” which included GMO -free, hormone-free, preservative-free, and low calorie, as far as ice creams and frozen novelties were concerned. According to the reports of Technavio , growing health consciousness among consumers had led to a change in their demand. This in turn pushed manufacturers to offer ice creams of smaller portion sizes with low levels of fat, and more natural ingredients....
Ice Cream for Breakfast
Rachel and Mariana aimed to reposition ice cream from dessert into a meal that sustained, nourished, and fueledthe body. But going beyond transforming the ice cream industry, they intended to disrupt food systems by providing access to comfort foods that were nutritionally beneficial and environmentally sustainable. The company’s tagline stated, "If Mother Nature didn't make it, we didn't use it." ..
Disrupting the Ice Cream Industry
In July 2017, Snow Monkey announced the expansion of its distribution to Wegmans, Central Market and Nugget Market. With this, it was retailing in a whopping 130 stores domestically. The expansion came during summer when consumers indulged in ice creams to celebrate National Ice Cream Month...
Perfecting the Recipe for Future
In February 2018, Snow Monkey released three new flavors: Matcha Green Tea, Passion Fruit, and Cinnamon. The new flavors helpedit expand its offerings. During the launch, Rachel said, "Snow Monkey is the only ice cream alternative that allows consumers to enjoy their favorite treat for breakfast, post-workout fuel, or indulgence without any of the guilt. We are continuously working toward our mission of reinventing America's favorite treats, and the ability to appeal to additional taste preferences with the launch of our new flavors takes us one step closer."..
Exhibits
Exhibit I: Flavors with Health Benefits Offered by Snow Monkey
Exhibit II: Eat No Evil
Exhibit III: Snow Monkey Ice Cream Flavors
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