Of all of the different types of new products entering the market, the most difficult to launch are often plant-based foods. While 5% of the US population has transitioned to a vegan diet, a large portion has never tried plant-based foods, so they don’t have any analogs to compare plant-based products against. They may even have tried or heard from a friend who tried one that they did not enjoy. RMNG has become an expert in helping plant-based brands bring their new products to market because we know the secret to a successful launch: SAMPLES!

When NotCo wanted to introduce their new Not Milk to the market in a big way, they asked RMNG to help put their Not Milk (whole and 2%) and Not Chocolate Milk into as many smiling mouths and happy tummies as possible. We teamed up with partners in nine different markets in which we hit 36 high-traffic locations. We served up 10,000 servings of coffee (nearly 85,000 overall) in each location, but that was only a single part of these activations.

Samples Delivered

Using high-impact brand ambassadors in each market, along with the Not Milk-infused coffee samples, we educated guests on the benefit of plant-based milk over animal-based, handed out swag in the form of NotRewards tote bags, and created a NotRewards program (linked by a QR code on each truck) that resulted in nearly 9,000 people joining our new reward program for the company. 

Getting people to try something new can be tricky, but only if you don’t know the secret. By creating an experience, providing education, delivering swag, and utilizing brand ambassadors to explain the benefits of this new, world-chaging food group, RMNG knows the formula. By sticking to our results-proven methods, we are able to help these brands that are working to reduce animal-based consumption by providing green-friendly products that taste great and help the planet.