Move over Hershey and Mars, WOO is coming, and it’s fixing to make a sweet, healthy impact on the candy category.
betterland foods, a Napa-based company that recently introduced its cow-free milk, is taking the alternative whey protein it created to take on the alternative dairy market and now aiming at making noise in the candy space with WOO. This better-for-you candy bar competes with the big names on taste but without guilt.
“Candy has not been disrupted since 1934,” company CEO Lizanne Falsetto said in an interview with The Spoon. “Keep in mind that Hershey and Mars can buy up the shelf space, but they still can’t get to the core of what we believe people want today. They want to have a decadent treat that’s better for them and better for the planet.”
WOO (as in Moo or Whoo) is now available direct to consumers before being launched in retail. WOO’s layered chocolate bar, built using Perfect Day’s whey protein, contains organic chocolate, caramel, peanuts, and cow-free nougat. Falsetto quickly points out the dramatic difference between WOO and its entrenched competitors.
Falsetto explains that most candy bars on the market have 28 grams of sugar, while WOO had nine. The betterland’s bar has six grams of fiber compared to one in most others and eight grams of protein versus four.
Falsetto and her partner, company president Bill Pikar come to the “healthy” food space with a significant win under their belts. Falsetto is the founder and former CEO of Think! A pioneering protein bar that she developed in her kitchen. The company was sold in late 2015, after which Falsetto began working with women leaders in her Holistic Success Network.
Always keeping an eye on the alternative protein space, Falsetto and Pikar were ready to jump at the chance at another chance to (as she puts it) “blow up a category.” The Perfect Day folks reached out to the former nutrition bar creator and suggested a new type of bar using cow-free whey. Not one to focus on their “been-there, done-that” space, the betterland’s team suggested they produce a “better for you” candy bar.
“We decided the candy category would need a disruptive product, and that’s why candy was the choice.” Falsetto commented. She also jokes that betterland’s newest product has a deja-vu experience. “Interestingly enough, we were making nutrition bars on candy equipment in 1995, and now, in reverse, we are now making candy on nutrition bar equipment.”
Having gone through retail product placement with THINK!, Falsetto has developed a clear marketing strategy. Initially, protein bars, she says, didn’t have a set home in a retail store, and she sees the same route for WOO. A “dual placement” strategy, where the vegan-friendly candy bar sits with its category competitors and at the cash wrap for impulse purchases.
WOO’s initial direct-to-consumer campaign aims to create consumer familiarity and tap into social media awareness. When betterland approaches Trader Joe’s and Whole Foods of the world, the company will be in a better position for retail acceptance.
Falsetto’s take on marketing speaks to her success at finding and fulfilling a market need: I would say when it comes to a market campaign., all we want to put the food into people’s mouths, and we want them to eat it alongside a Snickers bar—like the Pepsi Challenge.”
Without going into detail, likely, we’ve not heard the last of betterland’s relationship with Perfect Day and its alternative whey. “Lizanne’s experience as a protein innovator and retail disruptor made her our first choice to launch candy made kinder and greener with Perfect Day’s whey protein,” said Ryan Pandya, co-founder, and CEO of Perfect Day. “Lizanne has already proven what she can do with betterland milk, and we are thrilled to now bring animal-free layered chocolate candy to consumers who have been excitedly awaiting more products made with Perfect Day protein.”
WOO candy bars will retail for $2.69 and are available at woobars.com
