Reactive brand innovation as the route to growth: a discussion with Iconic Protein

Iconic Protein are bringing transparency to protein drinks & powders by sourcing from grass-fed, pasture raised cows in Ireland. We chatted to them about how they have grown their brand in an industry where ingredient claims are a key marketing tool. [caption id="attachment_4220" align="aligncenter" width="444"]

An example of Iconic Protein's social media content[/caption]

"Whether it's food and beverages, beauty products, cleaning supplies or home goods, people want to know that their products were sourced in an ethically, sustainable manner without compromise on ingredient quality or efficacy."

Why was ICONIC formed? Tell us a little about what opportunity you identified in the market and how you established your brand.

Before starting ICONIC Protein, our founder and CEO Billy Bosch was working a busy corporate job that kept him on the road constantly. He had a hard time finding nutritious, convenient snacks that also had a clean ingredient label and were low in sugar. He teamed up with a local registered dietitian to develop the original formula for ICONIC Protein, and soon was selling his ICONIC Protein drinks in local grocery stores, gyms and fitness studios.

What is one key lesson you have learned so far?

We've learned that listening to customer feedback is an important factor in guiding new products and innovation. When we heard that some of customers were sensitive to the stevia sweetener in our drinks, we launched new flavours that used a different sweetener system of organic cane sugar and monk fruit. We also heard that our customers were looking for functional benefits in their drinks, which led to us launching our Coconut Matcha and Golden Milk flavours-- both of which contain powerful antioxidant and anti-inflammatory ingredients like matcha, turmeric and ginger. In developing our soon-to-launch powder line, we interviewed many customers and heard repeated feedback about low sugar and keto diets-- which led to us using keto-friendly, zero-calorie monk fruit and a short, clean ingredient list in our protein powders.

What have been the most effective strategies to grow your brand and why?

Social media has been a great tool for growing our brand. Through ongoing partnerships with likeminded brands, influencers and brand advocates, we've been able to reach a wide audience of customers through platforms like Instagram and Facebook.

What is most important to you as a brand and why?

It is most important that our company creates products that are better for both consumers and the environment, which is we've always been committed to sourcing the best in pasture-raised, grass-fed dairy in our product lines.

What have you found are the best ways to communicate the above to your customers?

1. Through clear, concise messaging on our product packaging, so that people can easily find the words "grass-fed" on the front of the label.2. Partnering with companies that help us tell our story of sustainability and traceability.3. Product certifications.4. Messaging on our digital platforms, and finding ways to creatively and visually bring our sourcing story to life.

Do you think being transparent is the future for all businesses? Why?

Yes - consumers are demanding a higher level of transparency in their consumable products across the board. Whether it's food and beverages, beauty products, cleaning supplies or home goods, people want to know that their products were sourced in an ethically, sustainable manner without compromise on ingredient quality or efficacy. We believe that companies that can help brands tell a story of traceability and transparency more important than ever and will continue to become more widespread in coming years.