In the consumer packaged goods space, brand owners are tasked not only with creating a product that resonates with consumers, but a package that conveys its purpose and message to them. Although a lot of thought goes into the initial packaging design, brand owners know the importance of listening to their consumers, and potential consumers, as their business grows in order to reach a broader audience.
The story: In 2008, Steve Demos and Todd Beckman, founders of organic food company NextFoods Inc., Boulder, Colo., believed that healthy food makes great medicine and, as such, created the GoodBelly brand, which brought non-GMO, dairy- and soy-free, vegan and kosher probiotic drinks to the marketplace.