Bitchin' Innovation: How Bold Ideas and Smart Strategy Fuel Product Success

In this episode of Innovate On Purpose, Matt Mueller interviews Starr Edwards, the founder of Bitchin' Sauce, discussing the innovative journey of creating an almond-based dip that has taken the CPG market by storm. They explore the versatility of the product, the importance of consumer feedback, and the strategies behind flavor development and retail relationships. Starr shares insights on the significance of sampling, the impact of limited-time offers, and offers valuable advice for CPG companies looking to enhance their innovation processes.

Takeaways

• Bitchin' Sauce is an almond-based dip with a clean ingredient deck.
• The versatility of the product allows it to be used in various dishes.
• Consumer feedback from farmers markets was crucial in the product's development.
• Innovative flavors are developed based on consumer preferences and market trends.
• Retailer relationships are essential for understanding regional flavor preferences.
• Sampling is a powerful tool for consumer adoption and product awareness.
• Limited-time offers create excitement and can lead to permanent product lines.
• Speed in innovation is critical for success in the CPG industry.
• Mistakes in flavor development can lead to unexpected successes.
• Listening to consumer desires while staying true to the brand's identity is key.

More about Bitchin' Sauce & Starr Edwards:

Bitchin’ Sauce was founded by husband and wife duo Starr & L.A. Edwards. Joined by her husband, L.A., the two would go on to pioneer an entirely new category of nut-based dips. They started small, initially only selling their almond based dips in the farmers markets in and around San Diego.

Website - https://bitchinsauce.com/

Starr on LinkedIn - https://www.linkedin.com/in/starr-edwards/

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