Kite Hill Aims to Boost Protein Content of Plant-Based Dairy with New Product Launch One major complaint of plant-based products is the lack of protein, as many alternative products are not on par with the product they are trying to replicate. The average American actually consumes double the amount of protein required, so it is no surprise that we are so fixated on the protein content of plant-based alternatives. One company in the plant-based space, Kite Hill, recently launched new yogurt products with a boosted protein content. Kite Hill recently debuted four new flavors of high-protein yogurt; strawberry, blueberry, vanilla, and plain. The yogurt is made from a base of almond milk and boasts 10-12 grams of protein (depending on the flavor) from added soy isolate. Additionally, the company added a new flavor to its dip line, a spicy queso (not a high-protein product), and its main ingredients are cultured almond milk and coconut oil. When Kite Hill offered to send me samples of its high-protein yogurts and queso, I will admit I was a bit skeptical. One non-dairy protein yogurt I tried recently was straight up gritty. Catherine Lamb, a previous writer at The Spoon, tried Ripple’s high-protein Greek yogurt and was not a fan. I am pleased to report that none of the flavors of the Kite Hill yogurt had a gritty texture or off-flavor. Each of the flavors had a creamy texture and the tangy flavor that yogurt should have. I normally don’t go for flavored yogurts due to the high sugar content, but each fruit flavor had 5 grams of sugar. The non-dairy queso had a very thick texture straight out of the refrigerator. The directions on the package instructed that the queso should be heated for 30 seconds in the microwave. After it was heated, it had the familiar gooey, liquid texture of traditional queso. It had a delightfully spicy kick and went well with chips, and drizzled on tacos and black beans. It is hard to keep track of how many alternative yogurts and cheese products are now available on the market, and some are definitely better than others. Lavva uses pili nuts to produce a creamy and tangy plant yogurt. The Collaborative raised $7 million last year for the expansion of its coconut-based yogurt. There are also other brands that produce vegan yogurt like Forager, So Delicious, Cocojune, Oatly, Harmless Harvest, and Daiya. Larger companies like Chobani and Yoplait have even stepped up in recent years to offer plant-based options. As for vegan queso, a few others exist on the market. Loca Food produces delicious non-dairy queso made from a base of potatoes. Siete and Mother Raw are two other companies also competing in this space. Despite how many alternative options are available on retailer shelves, I would still probably purchase the Kite Hill high-protein yogurt again if I saw it in stores. I typically do not purchase queso, but I think a queso lover who avoids dairy would enjoy this product. The individual 5.3oz protein yogurts cost $1.99, while the 16 oz. tub of plain yogurt costs $5.99. The 8oz tub of queso costs. $4.99 and all of the products are available in Whole Foods and Sprouts nationwide. Q1) Describe the marketing or distribution channels being used currently for these two lines. What are the two benefits for Kite Hill for using this distribution channel? “When Kite Hill offered to send me samples of its high-protein yogurts and queso, I will admit I was a bit skeptical. One non-dairy protein yogurt I tried recently was straight up gritty.” Q2) As the case mentioned, Kite Hill is offering the individual 5.3oz protein yogurts at $1.99. Suppose there are two well-established competitors in the market, which sell the same type of yogurt in the price range $3-$4. Identify and describe three pricing tactics that are being, or could be, used by Kite Hill.

Kite Hill Aims to Boost Protein Content of Plant-Based Dairy with New Product Launch One major complaint of plant-based products is the lack of protein, as many alternative products are not on par with the product they are trying to replicate. The average American actually consumes double the amount of protein required, so it is no surprise that we are so fixated on the protein content of plant-based alternatives. One company in the plant-based space, Kite Hill, recently launched new yogurt products with a boosted protein content. Kite Hill recently debuted four new flavors of high-protein yogurt; strawberry, blueberry, vanilla, and plain. The yogurt is made from a base of almond milk and boasts 10-12 grams of protein (depending on the flavor) from added soy isolate. Additionally, the company added a new flavor to its dip line, a spicy queso (not a high-protein product), and its main ingredients are cultured almond milk and coconut oil. When Kite Hill offered to send me samples of its high-protein yogurts and queso, I will admit I was a bit skeptical. One non-dairy protein yogurt I tried recently was straight up gritty. Catherine Lamb, a previous writer at The Spoon, tried Ripple’s high-protein Greek yogurt and was not a fan. I am pleased to report that none of the flavors of the Kite Hill yogurt had a gritty texture or off-flavor. Each of the flavors had a creamy texture and the tangy flavor that yogurt should have. I normally don’t go for flavored yogurts due to the high sugar content, but each fruit flavor had 5 grams of sugar. The non-dairy queso had a very thick texture straight out of the refrigerator. The directions on the package instructed that the queso should be heated for 30 seconds in the microwave. After it was heated, it had the familiar gooey, liquid texture of traditional queso. It had a delightfully spicy kick and went well with chips, and drizzled on tacos and black beans. It is hard to keep track of how many alternative yogurts and cheese products are now available on the market, and some are definitely better than others. Lavva uses pili nuts to produce a creamy and tangy plant yogurt. The Collaborative raised $7 million last year for the expansion of its coconut-based yogurt. There are also other brands that produce vegan yogurt like Forager, So Delicious, Cocojune, Oatly, Harmless Harvest, and Daiya. Larger companies like Chobani and Yoplait have even stepped up in recent years to offer plant-based options. As for vegan queso, a few others exist on the market. Loca Food produces delicious non-dairy queso made from a base of potatoes. Siete and Mother Raw are two other companies also competing in this space. Despite how many alternative options are available on retailer shelves, I would still probably purchase the Kite Hill high-protein yogurt again if I saw it in stores. I typically do not purchase queso, but I think a queso lover who avoids dairy would enjoy this product. The individual 5.3oz protein yogurts cost $1.99, while the 16 oz. tub of plain yogurt costs $5.99. The 8oz tub of queso costs. $4.99 and all of the products are available in Whole Foods and Sprouts nationwide. Q1) Describe the marketing or distribution channels being used currently for these two lines. What are the two benefits for Kite Hill for using this distribution channel? “When Kite Hill offered to send me samples of its high-protein yogurts and queso, I will admit I was a bit skeptical. One non-dairy protein yogurt I tried recently was straight up gritty.” Q2) As the case mentioned, Kite Hill is offering the individual 5.3oz protein yogurts at $1.99. Suppose there are two well-established competitors in the market, which sell the same type of yogurt in the price range $3-$4. Identify and describe three pricing tactics that are being, or could be, used by Kite Hill.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

See similar textbooks

Related questions

Concept explainers

Question

Kite Hill Aims to Boost Protein Content of Plant-Based Dairy with New Product Launch

One major complaint of plant-based products is the lack of protein, as many alternative products are not on par with the product they are trying to replicate. The average American actually consumes double the amount of protein required, so it is no surprise that we are so fixated on the protein content of plant-based alternatives. One company in the plant-based space, Kite Hill, recently launched new yogurt products with a boosted protein content.

Kite Hill recently debuted four new flavors of high-protein yogurt; strawberry, blueberry, vanilla, and plain. The yogurt is made from a base of almond milk and boasts 10-12 grams of protein (depending on the flavor) from added soy isolate. Additionally, the company added a new flavor to its dip line, a spicy queso (not a high-protein product), and its main ingredients are cultured almond milk and coconut oil.

When Kite Hill offered to send me samples of its high-protein yogurts and queso, I will admit I was a bit skeptical. One non-dairy protein yogurt I tried recently was straight up gritty. Catherine Lamb, a previous writer at The Spoon, tried Ripple’s high-protein Greek yogurt and was not a fan.

I am pleased to report that none of the flavors of the Kite Hill yogurt had a gritty texture or off-flavor. Each of the flavors had a creamy texture and the tangy flavor that yogurt should have. I normally don’t go for flavored yogurts due to the high sugar content, but each fruit flavor had 5 grams of sugar.

The non-dairy queso had a very thick texture straight out of the refrigerator. The directions on the package instructed that the queso should be heated for 30 seconds in the microwave. After it was heated, it had the familiar gooey, liquid texture of traditional queso. It had a delightfully spicy kick and went well with chips, and drizzled on tacos and black beans.

It is hard to keep track of how many alternative yogurts and cheese products are now available on the market, and some are definitely better than others. Lavva uses pili nuts to produce a creamy and tangy plant yogurt. The Collaborative raised $7 million last year for the expansion of its coconut-based yogurt. There are also other brands that produce vegan yogurt like Forager, So Delicious, Cocojune, Oatly, Harmless Harvest, and Daiya. Larger companies like Chobani and Yoplait have even stepped up in recent years to offer plant-based options.

As for vegan queso, a few others exist on the market. Loca Food produces delicious non-dairy queso made from a base of potatoes. Siete and Mother Raw are two other companies also competing in this space.

Despite how many alternative options are available on retailer shelves, I would still probably purchase the Kite Hill high-protein yogurt again if I saw it in stores. I typically do not purchase queso, but I think a queso lover who avoids dairy would enjoy this product. The individual 5.3oz protein yogurts cost $1.99, while the 16 oz. tub of plain yogurt costs $5.99. The 8oz tub of queso costs. $4.99 and all of the products are available in Whole Foods and Sprouts nationwide.

Q1)

Describe the marketing or distribution channels being used currently for these two lines. What are the two benefits for Kite Hill for using this distribution channel?

“When Kite Hill offered to send me samples of its high-protein yogurts and queso, I will admit I was a bit skeptical. One non-dairy protein yogurt I tried recently was straight up gritty.”

Q2)

As the case mentioned, Kite Hill is offering the individual 5.3oz protein yogurts at $1.99. Suppose there are two well-established competitors in the market, which sell the same type of yogurt in the price range $3-$4. Identify and describe three pricing tactics that are being, or could be, used by Kite Hill.

Expert Solution

Trending now

This is a popular solution!

Step by step

Solved in 3 steps

SEE SOLUTION Check out a sample Q&A here

Knowledge Booster

Learn more about

Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.