Creating a New Category and Distribution Channel
The founders of OnFood were serial entrepreneurs. They had worked with professional athletes all their lives and realized that fitness fanatics had very few nutritious meal options. They wanted to create a line of foods that would take the guesswork out of consuming proper nutrition.
We worked with OnFood’s professional triathlete nutritionist to formulate a line of foods that supply “complete day” nutrition. We formulated the products, identified co-packers for the ready-to-eat meals and bars, conducted Integrated Consumer Insights (ICI), and commercialized the products. We also helped refine the business strategy to focus on fitness clubs and create a new channel of distribution.
The OnFood line launched in Fall 2014 with plans to continue expanding in 2016.
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