Sparkling Nixie Water shakily shaking the beverage section
Her inspiration to produce a healthier drink with fewer packaging came from outdated, overly sweet drinks and plastic-filled shelves.
“It seems like we’re still in the past when you walk into the beverage aisle,” she remarked. “It occurred to me that this aisle is still behind the rest of the supermarket, even with how far we’ve come. In addition to creating a system that promotes healthy people and a healthier planet, we need to make products more sustainable.
Because of the solid team she had in place starting in late July, Ms. Dawes was willing to take the risk of making the changeover and developing a new product.
“I had a significant edge entering my second business because I had already assembled a team of leadership established, and we all had mutual trust,” she remarked.
There are many other kinds of sparkling water in the beverage aisle, but Ms. Dawes thinks her brand stands out because of its flavor.
“Our company prioritizes flavor,” she declared. That is also evident in the outcomes. We can tell it’s working because there are locations when one of our goods would be the top-selling SKU in the store. Customers are also responding favorably to the flavor of our products.
Ms. Dawes was brought up in the food and beverage business and was frequently spotted at her mother’s natural food store. Spending time in her mother’s store, she saw that customers frequently thought the flavor and packaging of the products in health food stores were dull, which led to a negative perception of healthy food.
“People believe that eating natural foods has to taste bland right out of the package and that adopting a healthier lifestyle means sacrificing flavor,” she stated. “I’ve spent my entire career trying to help change that. People should never feel as though they are making a sacrifice. We want our goods to be loved by consumers, and I believe that the reason people are responding well to our flavors is that they enjoy the taste and the fact that they’re a healthier alternative to other fizzy drinks.
She founded Late July Snacks, LLC in 2003. After Snyder’s-Lance, Inc. purchased a portion of the company in 2014, the brand is currently a part of Campbell Soup Co., which acquired Snyder’s-Lance in 2018.
Ms. Dawes has encountered two distinct financial obstacles in her capacity as a food entrepreneur. The COVID-19 pandemic fallout follows the recessions of 2008 and 2009. She claimed that going through these uncertain times had taught her how to manage a tight ship.
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Many novice business owners are unaware of how crucial it is to turn a profit as soon as feasible, according to her. “This is the best time of all to learn how to manage a tight ship. Having to tighten things up without compromising critical factors and drive you to reconcile some of your decisions make your business more stronger, in my opinion. You will become ten times stronger after emerging from a recession than if you had not gone through it.
Ms. Dawes takes pride in being a part of an aisle that aims to influence consumers’ everyday decisions.
“The beverage aisle’s transformation is probably one of the most exciting things that’s happening in the grocery store right now,” the woman remarked. Many brands are choosing healthier options and assisting in the removal of plastic from that aisle. Being involved in that and being a part of the store that is actually actively changing the world is both very exciting.