Activation

Granola saw a resurgence in popularity in the United States by 2011 and Japan began to take notice. Calbee, which held the largest market share of Ready To Eat Breakfast cereals, began a new promotion to increase awareness. The opportunity for a boutique granola made with premium ingredients and a New York narrative showed promise based on sales of souvenirs. Secured exclusive distribution arrangements and key collaborations with Intelligentisa Coffee locations in New York, boutique hotels including the High Line and Wythe Hotel, lifestyle stores including Pilgrim Surf & Supply, and retail collaborations with Japanese lifestyle influencers in New York, The brand was also featured in Japanese press, including lifestyle magazines Brutus (US equivalent - Vanity Fair). Secured an exit to a US based investor.