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Natural Brand Conventional Expansion

Results

When We Met:

$70MM 2023 actual, natural channel hero, DTC team established, 10,000 doors (natural brand)
Six60 stepped in to provide strategic direction, operational structure, and cross-functional alignment to support this next phase of growth. In just over three months, our team conducted a deep analysis of the brand’s financial performance, product assortment, and channel dynamics. We rebuilt the 2024 budget using realistic, data-informed projections that reflected market trends, velocity expectations, and retail sell-through benchmarks. From there, we led the development of a comprehensive conventional retail strategy, tailored to optimize distribution expansion while protecting profitability. This included creating a detailed activation calendar to align trade marketing, shopper engagement, and promotional timing across channels. We also crafted a new product launch strategy, positioning innovation to meet consumer demand and retailer needs simultaneously. Recognizing the need for focus and efficiency, we implemented a regional prioritization framework to ensure resources were deployed in high-potential markets first. To unify efforts across teams, Six60 worked closely with leadership to integrate sales and marketing alignment, ensuring every touchpoint—from retailer presentations to consumer campaigns—communicated a consistent story and reinforced the brand’s positioning.

Overview

When we partnered with this well-established natural brand, they were already a powerhouse within their category—achieving $70MM in actual sales for 2023, leading the natural retail channel, and maintaining a well-structured DTC team with placement in over 10,000 retail doors. Their identity as a “natural channel hero” was firmly established, but the brand’s leadership recognized that true long-term growth required breaking into the conventional retail market, where volume potential and mass exposure were significantly greater. However, the challenge lay in translating their natural market credibility into a strategy that would resonate with mainstream consumers and retail buyers—without losing the authenticity that made the brand successful in the first place.

Our Approach

Six60 stepped in to provide strategic direction, operational structure, and cross-functional alignment to support this next phase of growth. In just over three months, our team conducted a deep analysis of the brand’s financial performance, product assortment, and channel dynamics. We rebuilt the 2024 budget using realistic, data-informed projections that reflected market trends, velocity expectations, and retail sell-through benchmarks.

From there, we led the development of a comprehensive conventional retail strategy, tailored to optimize distribution expansion while protecting profitability. This included creating a detailed activation calendar to align trade marketing, shopper engagement, and promotional timing across channels. We also crafted a new product launch strategy, positioning innovation to meet consumer demand and retailer needs simultaneously. Recognizing the need for focus and efficiency, we implemented a regional prioritization framework to ensure resources were deployed in high-potential markets first.

To unify efforts across teams, Six60 worked closely with leadership to integrate sales and marketing alignment, ensuring every touchpoint—from retailer presentations to consumer campaigns—communicated a consistent story and reinforced the brand’s positioning.

Results

Within a matter of months, the company began seeing measurable impact from these initiatives. The brand is now on track to achieve a $90MM forecast for 2024, supported by the highly successful launch of a hearty soup line that quickly gained traction across key retailers. Furthermore, the company’s strategic expansion into the club channel opened a new path for scalable growth and incremental revenue. With stronger alignment, smarter forecasting, and a more disciplined go-to-market strategy, the brand is now positioned for sustained success across both natural and conventional retail channels—a major step forward in its journey toward national dominance.

Six60 stepped in to provide strategic direction, operational structure, and cross-functional alignment to support this next phase of growth. In just over three months, our team conducted a deep analysis of the brand’s financial performance, product assortment, and channel dynamics. We rebuilt the 2024 budget using realistic, data-informed projections that reflected market trends, velocity expectations, and retail sell-through benchmarks. From there, we led the development of a comprehensive conventional retail strategy, tailored to optimize distribution expansion while protecting profitability. This included creating a detailed activation calendar to align trade marketing, shopper engagement, and promotional timing across channels. We also crafted a new product launch strategy, positioning innovation to meet consumer demand and retailer needs simultaneously. Recognizing the need for focus and efficiency, we implemented a regional prioritization framework to ensure resources were deployed in high-potential markets first. To unify efforts across teams, Six60 worked closely with leadership to integrate sales and marketing alignment, ensuring every touchpoint—from retailer presentations to consumer campaigns—communicated a consistent story and reinforced the brand’s positioning.
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