Why the world loves water from Fiji — James Tonkin // Healthy Brand Builders
James Tonkin
Healthy Brand Builders
- Part 1Bringing Zico Coconut Water Mainstream — James Tonkin // Healthy Brand Builders
- Part 2 Why the world loves water from Fiji — James Tonkin // Healthy Brand Builders
Show Notes
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13:48The new fantastic products coming into the CPG market and where the industry is goingThink THC and CBD and organic and natural ingredients inside beverages.
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17:03Innovation is the new oilBig companies are looking to the entrepreneurial community to provide innovation.
Quotes
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"I believe that the packaging and the package were the key to the success of Fiji water, not the water." - James Tonkin
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"When you hold a Fiji water bottle in your hand, that's a badge. Yeah. And the badge says something about you. It says I can afford $3 and 89 cents for this 12-ounce or 16-ounce bottle of water. And so, it says something about you as a consumer." - James Tonkin
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"On the beverage side, water will still be a big conduit. Developing sachets and stick packs where ready-to-drink water-based products are not available is also an area of tremendous growth." - James Tonkin
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"Big companies are looking to the entrepreneurial community to be able to provide innovation because they are terrible at innovating." - James Tonkin
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"It may take some educating to get the market to mature, which will be an important and an onus of responsibility that falls on you to make that happen. I would start small and close to wherever you live or work and try to take your time with the process. Consumers are fickle, and you need to beat them over the head a ton to get them to listen and to see you use every inexpensive way you can get to your consumer." - James Tonkin
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"Don't raise more money at any given time than you need. And the amount of money that you raise should be directly correlative to what your p and l say you'll need in the next six to 12 months. Whatever that loss you're projecting, that's what you need to raise." - James Tonkin
- Part 1Bringing Zico Coconut Water Mainstream — James Tonkin // Healthy Brand Builders
- Part 2 Why the world loves water from Fiji — James Tonkin // Healthy Brand Builders
Up Next:
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Part 1Bringing Zico Coconut Water Mainstream — James Tonkin // Healthy Brand Builders
The CPG space is super competitive, with minimal differentiation between brands, but that slight difference is often a game changer. Earning that brand and product differentiation starts with creating a functional product backed by excellent distribution. Assuming you've nailed down a functional product, how do you bring it to the mainstream in a highly competitive market as Zico Coconut Water did? Listen to the conversation as James Tonkin, the Founder and President Emeritus of Healthy Brand Builders discusses bringing Zico Coconut Water mainstream.
Play Podcast -
Part 2Why the world loves water from Fiji — James Tonkin // Healthy Brand Builders
So many fantastic new products are coming into the CPG space, and many more categories, such as organic and natural ingredients in beverage drinks, are here to stay. One thing that is common among these outstanding brands is innovation. Fiji Water is one of the innovative brands in the CPG space everyone loves. What are their ingredients for success? Listen to the conversation as James Tonkin, the Founder and President Emeritus of Healthy Brand Builders, discusses why the world loves water from Fiji.
