The Sweet Surge of Plant-Based Treats and Purpose-Driven Marketing
August 29, 2024, 11:46 pm
In a world where health trends shift like sand, two companies are carving their paths through innovation and purpose. Binggrae, a South Korean ice cream giant, is riding the wave of plant-based popularity. Meanwhile, SOCIETY, an Australian marketing agency, is making its mark in the U.S. with a mission-driven approach. Both stories reflect a growing consumer appetite for authenticity and sustainability.
Binggrae has been a staple in the ice cream industry since 1967. Its Melona bars, especially the honeydew flavor, have become synonymous with summer treats. Now, the company is making a bold move. It has launched a dairy-free version of Melona, tapping into the booming plant-based market. This shift is not just a trend; it’s a response to changing consumer preferences.
In the first half of 2024, Binggrae reported a staggering threefold increase in sales of its plant-based Melona in Europe. This surge is no accident. The company has strategically revamped its recipe, replacing skimmed milk with oats. The result? A creamy, delicious ice cream bar that retains the beloved flavor of the original.
Binggrae’s journey into international markets began in 1995, but it wasn’t until 2016 that it established a foothold in the U.S. Now, Melona accounts for a whopping 70% of all Korean ice cream sales in America. The company’s expansion into Europe and Australia has been met with enthusiasm. In Australia, major retailers like Woolworths and Coles have embraced the product, while in Europe, it has found a home in chains like Albert Heijn and Go Asia.
The company’s strategy is clear: leverage existing distribution channels to maximize reach. By targeting Asian grocery stores and mainstream supermarkets alike, Binggrae is ensuring that its plant-based Melona is accessible to a wide audience. The company plans to showcase its offerings at SIAL 2024 in Paris, further solidifying its commitment to the European market.
On the other side of the globe, SOCIETY is making waves in the marketing world. Founded in Australia in 2017, this female-led agency is expanding into the U.S. with a clear mission: to create authentic connections between brands and communities. In an era where attention spans are dwindling, SOCIETY aims to cut through the noise.
Dena Vassallo, the agency’s founder, envisioned a space where marketing is rooted in community impact. With a mantra of “work hard, be kind,” SOCIETY is not just another agency; it’s a movement. The U.S. branch, led by Katie Rosholt, is poised to bring this vision to life. Rosholt’s extensive experience in global marketing positions her well to navigate the complexities of the U.S. market.
SOCIETY’s approach is refreshing. It focuses on purpose-driven marketing, which resonates with consumers seeking brands that align with their values. The agency has already begun working with U.S.-based brands across various sectors, including food and beverage, financial tech, and maritime trade. This diverse portfolio reflects SOCIETY’s adaptability and commitment to meaningful engagement.
The agency’s expansion into Chicago is strategic. The city is a hub for innovation and creativity, making it an ideal launchpad for SOCIETY’s U.S. operations. The team is a blend of seasoned professionals, each bringing unique expertise to the table. Will Lehnertz, with his background in communications and brand storytelling, adds depth to the agency’s capabilities. Minnie Arnold rounds out the team with her diverse experience in marketing and operations.
Both Binggrae and SOCIETY are tapping into the zeitgeist. Consumers today are more conscious than ever about what they eat and the brands they support. Binggrae’s plant-based Melona caters to health-conscious individuals looking for indulgence without guilt. SOCIETY’s mission-driven marketing appeals to those who value authenticity and community impact.
As Binggrae prepares to unveil new flavors tailored to local tastes, SOCIETY is set to redefine how brands connect with consumers. The landscape is changing, and these companies are at the forefront of that evolution.
In conclusion, the stories of Binggrae and SOCIETY highlight a significant shift in consumer behavior. The demand for plant-based options and purpose-driven marketing is not just a trend; it’s a movement. As these companies continue to innovate and expand, they are not only meeting consumer needs but also shaping the future of their respective industries. The sweet surge of plant-based treats and the rise of purpose-driven marketing are just the beginning. The world is watching, and the appetite for change is insatiable.
Binggrae has been a staple in the ice cream industry since 1967. Its Melona bars, especially the honeydew flavor, have become synonymous with summer treats. Now, the company is making a bold move. It has launched a dairy-free version of Melona, tapping into the booming plant-based market. This shift is not just a trend; it’s a response to changing consumer preferences.
In the first half of 2024, Binggrae reported a staggering threefold increase in sales of its plant-based Melona in Europe. This surge is no accident. The company has strategically revamped its recipe, replacing skimmed milk with oats. The result? A creamy, delicious ice cream bar that retains the beloved flavor of the original.
Binggrae’s journey into international markets began in 1995, but it wasn’t until 2016 that it established a foothold in the U.S. Now, Melona accounts for a whopping 70% of all Korean ice cream sales in America. The company’s expansion into Europe and Australia has been met with enthusiasm. In Australia, major retailers like Woolworths and Coles have embraced the product, while in Europe, it has found a home in chains like Albert Heijn and Go Asia.
The company’s strategy is clear: leverage existing distribution channels to maximize reach. By targeting Asian grocery stores and mainstream supermarkets alike, Binggrae is ensuring that its plant-based Melona is accessible to a wide audience. The company plans to showcase its offerings at SIAL 2024 in Paris, further solidifying its commitment to the European market.
On the other side of the globe, SOCIETY is making waves in the marketing world. Founded in Australia in 2017, this female-led agency is expanding into the U.S. with a clear mission: to create authentic connections between brands and communities. In an era where attention spans are dwindling, SOCIETY aims to cut through the noise.
Dena Vassallo, the agency’s founder, envisioned a space where marketing is rooted in community impact. With a mantra of “work hard, be kind,” SOCIETY is not just another agency; it’s a movement. The U.S. branch, led by Katie Rosholt, is poised to bring this vision to life. Rosholt’s extensive experience in global marketing positions her well to navigate the complexities of the U.S. market.
SOCIETY’s approach is refreshing. It focuses on purpose-driven marketing, which resonates with consumers seeking brands that align with their values. The agency has already begun working with U.S.-based brands across various sectors, including food and beverage, financial tech, and maritime trade. This diverse portfolio reflects SOCIETY’s adaptability and commitment to meaningful engagement.
The agency’s expansion into Chicago is strategic. The city is a hub for innovation and creativity, making it an ideal launchpad for SOCIETY’s U.S. operations. The team is a blend of seasoned professionals, each bringing unique expertise to the table. Will Lehnertz, with his background in communications and brand storytelling, adds depth to the agency’s capabilities. Minnie Arnold rounds out the team with her diverse experience in marketing and operations.
Both Binggrae and SOCIETY are tapping into the zeitgeist. Consumers today are more conscious than ever about what they eat and the brands they support. Binggrae’s plant-based Melona caters to health-conscious individuals looking for indulgence without guilt. SOCIETY’s mission-driven marketing appeals to those who value authenticity and community impact.
As Binggrae prepares to unveil new flavors tailored to local tastes, SOCIETY is set to redefine how brands connect with consumers. The landscape is changing, and these companies are at the forefront of that evolution.
In conclusion, the stories of Binggrae and SOCIETY highlight a significant shift in consumer behavior. The demand for plant-based options and purpose-driven marketing is not just a trend; it’s a movement. As these companies continue to innovate and expand, they are not only meeting consumer needs but also shaping the future of their respective industries. The sweet surge of plant-based treats and the rise of purpose-driven marketing are just the beginning. The world is watching, and the appetite for change is insatiable.