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Premium design captures company’s mission to inspire people to do more of the things they love through the joy of a better-for-you ice cream that delivers bang for your bite nutrition
Swell, The Next Wave of Ice Cream
The new Swell, The Next Wave of Ice Cream, name and our premium design not only allow us to better target shoppers of the better-for-you ice cream category, but also expand into exciting new categories in the future. SANTA BARBARA, Calif. (PRWEB)March 28, 2018
ProYo , the innovative company known for delivering category-leading levels of protein in the frozen aisle, today announced a new brand identity and packaging for its high-protein, low-fat ice creams, Swell, The Next Wave of Ice Cream. The introduction of the new Swell brand follows in-depth consumer insights work that revealed an opportunity to optimize the brand name and packaging to better resonate with frequent shoppers of the premium, better-for-you ice cream category, as well as position the company for future expansion into new categories. Along with the new brand identity and packaging, the company also announced it has launched two new ice cream flavors to meet consumer demand for indulgent flavors with crunchy inclusions - Cookies ‘n Cream and Chocolate Chip Cookie Batter. The new brand identity, packaging and flavors were unveiled at Natural Products Expo West in Anaheim, Calif., earlier this month, and are expected to hit retail shelves by May 2018. “Our mission is to inspire our customers with the best-tasting, ‘better-for-you’ ice cream that delivers bang for your bite nutrition, including the highest level of protein per serving in our category, and without the sacrifice on texture or clean ingredients,” said Nathan Carey, founder of Swell. “The new Swell name and our premium design not only allow us to better target shoppers of our category, but also expand into exciting new categories in the future.”
The Better For You 14oz-16oz Ice Cream segment experienced exciting +25.3% growth in the latest 52 weeks. * With leading ice cream brands launching new better-for-you options, and existing premium ice creams and better-for-you brands releasing new formats and flavors, the ProYo team realized an opportunity to optimize its name and packaging to better resonate with frequent shoppers of the category. Specifically, two things were keeping the brand from best connecting to frequent category shoppers: the ProYo name and packaging. Some consumers were confused by the name ProYo, wondering if it was ice cream, frozen yogurt or a novelty. Others felt that the bold, black packaging, and oversized protein callout on the front of the package resonated predominantly with men and those seeking high protein options after a workout. The new name and packaging design better communicate the product attributes and benefits of Swell Ice Cream that drive purchase decisions in the category, including taste, clean, premium ingredients, and a competitive nutritional profile. The new package features a clean, premium oceanic blue package that will pop on shelf next to the competition with key points of differentiation like high protein, lower sugar and 120-calories per serving sleekly noted in a way that will resonate with both female and male buyers, as well as those looking for a better option for their family. Additionally, to meet demands for delicious and indulgent flavors and extremely creamy texture, each flavor is communicated with a photographed, single delectable scoop and color-blocked, front-of-pack flavor names and lids. In a category not used to visually sharing what’s inside the pint, this will strongly set Swell Ice Cream apart. Product Formulation and NEW Flavors
The ingredients and formulations of the ice creams will not change with the new Swell Ice Cream name and packaging. Swell Ice Cream (MSRP $4.99 / 14oz container) is not only low-fat (2.5g or less per ½ cup serving), it also delivers a market-leading, excellent source of 10g of protein per 120-calorie serving (35g protein / 14oz container). Additionally, all Swell Ice Creams are also soy free, certified gluten free, certified OU-D Kosher and Low Glycemic. With the rebrand, the company will carry over all but one of its existing flavors, including the most recently launched Peanut Butter Chocolate Chip and Salted Caramel Crunch. The company is also excited to launch two NEW flavors that meet consumer demands for higher levels of inclusions and crunch - Chocolate Chip Cookie Batter and Cookies ‘n Cream. Distribution
The new flavors and packaging will start to hit shelves across the U.S. in May 2018 at existing and new retail locations, including all Kroger divisions and Publix. The company is working closely with retailers to make this as smooth a transition as possible, and will communicate the transformation to consumers through in-store education, where permissible, and a targeted digital media and influencer strategy. ABOUT SWELL
Swell, based in Santa Barbara, Calif., was founded on the belief that healthy living is a foundation for a fun and rewarding lifestyle. Every product we create is built to inspire and power people to dig into life and do more every day. Swell, The Next Wave of Ice Cream, is our first product innovation and delivers amazing taste with bang for your bite nutrition, including category-leading levels of protein, and low levels of fat, calories and sugar. Swell products are non-GMO, low glycemic, certified gluten-free, OU-D Kosher, and are free from artificial colors and stabilizers. Enjoy Swell products throughout your day on-the-go, as a smoothie base, post workout fuel or satisfying dessert. Visit swellfoods.com to learn more about our products and find stores near you, and connect with @Swell.Foods on Facebook and Instagram, and @SwellIceCream on Twitter, for daily inspiration and recipe ideas. *Source: SPINSscan HWI, Total US, 52we 1/28/18 v YA, FZ Ice Cream and FZ Plant Based Ice Cream/14oz-16oz
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ProYo Rebrands as Swell, The Next Wave of Ice Cream, to Better Connect...

In an attempt to further bulk up its sales, high protein ice cream producer ProYo is doubling down on its most recent innovation — pints — by relaunching the line with a new look and a new name. ProYo announced today that its high protein, low fat ice cream pint brand will now be known as Swell Ice Cream. The rebranding is an attempt to optimize the brand’s name and packaging to better connect with what CEO and founder Nathan Carey said are the core consumers of pints — women, families and “weekend warriors” — while not alienating the company’s existing base of athletes and male shoppers. At the same time, the company will discontinue its line of novelties to focus solely on pints. After conducting an in-depth national consumer survey Carey told NOSH that he learned that consumers mistakenly believed ProYo’s pints were frozen yogurt — like its novelties — rather than ice cream. ProYo’s bold, black packaging, including with an oversized, front-of-pack protein callout, also resonated predominately with male consumers, who do not match the purchasing power of women within the category. In contrast, the new look from Bright Design features a clean, oceanic blue package with smaller protein, sugar and calories callouts. Each flavor is highlighted in a photographed single scoop. “Our consumer — which is the weekend warrior, the healthy mom and dad, the millennial and the hybrid athlete/healthy consumer — has always been our true focus but more so now we are really targeting all of those personas rather than just some,” Carey said. “The packaging in general has a softer tone… [and is a] better balance toward that core consumer yet still not neglecting the male consumer at the same time.”
The ingredients and formulations of the ice cream pints will not change, but the brand’s frozen yogurt smoothie tubes will be discontinued under Swell. One pint flavor, Blueberry Pomegranate, will also be discontinued under the Swell line. Carey said the rebrand also gives the team a longer runway in terms of innovation . The company is launching two new pint flavors, chocolate chip cookie batter and cookies ‘n cream, which are expected to hit shelves with its existing retail partners in May, and hopes to expand into new categories like high protein pudding and smoothies in the future, according to Carey. “When I look at the extension platform it’s really recreating the same mindset that we had done with the yogurt and now have done with the ice cream. I want to be able to deliver a base to somebody that they can tailor or customize the way they want,” he said. “My vision has always been to give people the opportunity to be creative and create their own finished product in an easy manner.”
ProYo has repeatedly changed its branding and product lineup since the company’s launch in 2012. While first the brand first took aim at the novelty set, it then rebranded in 2015 before the lure of the better-for-you pint category came calling in 2017. Though the constant changes may be indicative of growing pains, Carey said that said he believes this rebrand will set up the company for success — and he has reason to be confident. After its initial pivot to pints in the older packaging, he said the company saw 400 percent growth in only six months . Over the past year, numerous brands shuddered at the rise of high-protein pint Halo Top, quickly working to create their own low fat or high protein product. Carey said Swell avoids being a me-too brand because its taste, texture and high protein content — over 30 grams per pint — is different than any other pint on the market. This new competition, he added, will be the biggest driver of change in the category moving forward– and he’s ready to ride this wave of change. “With retailers now launching ‘me too’ offerings, like Kroger’s Simple Truth Low Cow, and existing brands like Breyer’s launching low calories options, it’s clear that this is a category that’s here to stay,” Carey previously told NOSH. “I’m inspired by this challenge.”

From ‘Swole’ to Swell: ProYo Rebrands

“The frozen dessert area is one of the most cutthroat spots in the whole store,” according to Mike Fransz, ProYo’s VP of marketing. ProYo, a challenger brand that sells high-protein ice cream, faces three primary marketing challenges: generating awareness in a crowded market, driving foot traffic to the aisle and standing out from a growing pack of specialty ice cream brands. Location-based targeting ticked all three boxes. ProYo and its agency of record, Oniracom, partnered with inMarket, a beacon and location data provider, to bolster an omnichannel campaign that aimed to boost product discovery, foot traffic and trial. “We’re not about tossing up a billboard and hoping people see it,” Fransz said. “We turned to digital as a relationship-building tool. We don’t just want people to find our product, we want them to try it.”
InMarket’s software development kit is integrated into around 700 apps reaching roughly 50 million active mobile devices in the US. The company uses the data from its first-party integrations to identify and target consumers who are likely to be receptive to a message based on their movements in the real world over time. In ProYo’s case, that meant finding health-conscious people who had expressed an interest in or love of ice cream on social media and who had a propensity for shopping at retailers that also stock ProYo. The campaign was live nationally in more than 1,100 retail locations. Using inMarket’s knowledge of store visit patterns, ProYo was able to segment potential consumers and hit them with messaging right before they were likely to go on their next shopping trip. “It was valuable for us to be able to target people by looking at their pre-purchase behavior in popular shopping list apps, recipe sites or when they’re reading about a product like ProYo,” said Oniracom CMO Mike Wald. “That helped tee up ProYo before the store visit.”
With ProYo hopefully on their mind when they enter the store, members of the target audience received push notifications on arrival from one of the shopping apps integrated with inMarket that emphasized the product’s selling points, such as the the fact that it’s high-protein, gluten-free, low in fat and other details likely to appeal in an attempt to drum up sales without necessarily having to offer a discount or a coupon at the outset. But reaching people in the right frame of mind when they’re in an appropriate location and intend to buy – “all of that requires a variety of integrations and accurate data sources,” said inMarket CMO Cameron Peebles. “A lot of the timeliness and accuracy issues you see in the space is because the data isn’t always-on or isn’t collected through direct integrations,” Peebles said. “The quality of the data has to be first-party-validated by multiple data points. “That way you’re not just saying, ‘Someone is likely here.’ Rather, you know who a person is and what they’re doing in that moment, so you can communicate with them in a creative way that drives action.”
The ProYo campaign tapped a combination of location-based data points through inMarket to verify store visits, including beacon data, GPS and Wi-Fi signals and data gathered through inMarket’s SDK footprint. Brand awareness of ProYo increased by more than 21% and purchase intent among target shoppers more than doubled. The clickthrough rate on ProYo’s pre-shopping messaging was 4.47%, well above industry benchmarks. “You can have the greatest data out there, but if it’s not actionable, then you’re wasting or missing an opportunity with your consumer,” Fransz said. “But by understanding the data, the timing and consumer shopping trends and habits, our ad space became that much more valuable and that much more likely to have an impact.”
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ProYo Scoops Up Market Share With Location Data-Infused Marketing Strategy

Sep. 25, 2017 at 11:00 AM
SANTA BARBARA, CALIF.– ProYo, the innovative company known for delivering category-leading levels of protein in the frozen aisle, announced it launched two new indulgent flavors of its High Protein Low Fat Ice Creams at Natural Products Expo East, including Peanut Butter Chocolate Chip and Salted Caramel Crunch. At the trade show, the company will also unveil new packaging for its full line of nine High Protein Low Fat Ice Creams that more clearly touts the unrivaled amount of protein found in each container – 35g. ProYo High Protein Low Fat Ice Creams are now available in nearly 4,500 stores across the U.S., and the company continues to support its fast expansion with robust marketing and sampling programs. New flavors – Peanut Butter Chocolate Chip and Salted Caramel Crunch
The two newest flavors of ProYo High Protein Low Fat Ice Cream were developed based on consumer and retailer requests for indulgent flavors and increased inclusions. The Peanut Butter Chocolate Chip and Salted Caramel Crunch (MSRP $4.99-5.49/14oz container) meet these demands while also maintaining the ProYo promise of delivering high levels of protein; balanced nutrition; clean ingredients; and an awesome taste and texture that blow away the better-for-you ice cream competition. Like all existing flavors of ProYo High Protein Low Fat Ice Cream, the two new flavors deliver 35g of protein per container (10g serving), along with less than 2g of fat and 120-calories per serving. Plus, like all ProYo High Protein Low Fat Ice Creams, the two new flavors are made with clean ingredients, including rBGH- and rBST-free milk (there are no artificial colors or flavors, and no binders, gums or preservatives in ProYo). They’re also soy-free, Non-GMO, Low Glycemic, and certified gluten-free and OU-D Kosher. “Our new Peanut Butter Chocolate Chip and Salted Caramel Crunch flavors are the perfect solution for anyone who loves indulgent ice cream but wants more from every delicious bite,” said Nathan Carey, ProYo founder and president. “What’s really exciting is that no matter what flavor of ProYo you choose – old or new – you know you’ll always get the same, category-leading 35g of protein per container.”
In addition to these two new flavors, ProYo continues to offer its original line of seven High Protein Low Fat Ice Cream flavors (MSRP $4.99-5.49/14oz container), including Dutch Chocolate, Blueberry Pomegranate, Mint Chip, Vanilla Bean, Mocha, Coconut and Dark Chocolate Toffee. ProYo High Protein Low Fat Ice Creams are the perfect high protein treat for anytime of day that provides endless possibilities. From breakfast bowls/smoothies to healthy sundaes, ProYo High Protein Low Fat Ice Cream is a versatile option. People, regardless of age, can make their own favorite treat without the guilt. New Packaging Touts Category-Leading Levels of Protein
Nielsen data shows sales of ice cream reached $6.6 billion in 2016, up 3.4 percent. The most exciting growth, however, comes from brands like ProYo that fit within the healthy ice cream segment, which grew 85 percent last year. As competition continues to grow in the better-for-you ice cream category, brands are looking for ways to differentiate their offerings. ProYo is clearly set apart from the competition because all flavors are an “excellent” source of protein delivering 20 percent of the daily recommended value of protein per serving. Additionally, ProYo delivers on consumer demand for traditional ice cream taste and mouthfeel. The new packaging for the High Protein Low Fat Ice Creams more clearly touts the 35g/container claim for ProYo, and will begin to hit shelves in November 2017. Distribution Gains and Driving Demand for ProYo
ProYo High Protein Low Fat Ice Creams launched in March 2017 and are now available at nearly 4,500 stores across the U.S. Most recently, the company added distribution to more than 1,100 Publix stores throughout the Southeast, where the two newest flavors, Salted Caramel Crunch and Peanut Butter Chocolate Chip, will be making their debut. Shoppers can find ProYo High Protein Low Fat Ice Creams merchandised in the freezer aisle alongside other premium ice cream pints. To find the store nearest you carrying ProYo, visit http://proyos.com/where-to-buy/ . ProYo has a robust marketing program in place to help drive awareness and support the distribution of its High Protein Low Fat Ice Creams. This year, the company has implemented a strong influencer, social and digital media campaign to win and engage fans. Additionally, the company is driving sales through offline shopper marketing programs; sampling events; strategic partnerships; public relations and other awareness and community programs. In September specifically, the brand is excited to rollout a ‘free digital coupon’ sampling program to 50,000 consumers across the U.S. through a partnership with one of its national retailers. “We’ve experienced time and again that once we give shoppers the opportunity to try ProYo, they keep coming back for more,” shared Carey. “We create win-win partnerships and programs with our retail partners that make choosing ProYo from the freezer case an easy decision.”
 
ABOUT PROYO
ProYo, based in Santa Barbara, Calif., was founded on the belief that healthy living is a foundation for a fun and rewarding lifestyle. Every product we create is built to inspire and power people to dig into life and do more every day. ProYo delivers amazing taste with balanced nutrition, including category-leading levels of protein, and low levels of fat and calories. ProYo products are non-GMO, low glycemic, certified gluten-free, OU-D Kosher, and are free from artificial colors and stabilizers. Enjoy ProYo products throughout your day on-the-go, as a smoothie base, post workout fuel or satisfying dessert. Visit proyos.com to learn more about our products and find stores near you, and connect with @ProYoTreats on Facebook, Twitter and Instagram for daily inspiration and recipe ideas. Top news

ProYo Announces Launch of Two New Indulgent Flavors

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ProYo Launches New Peanut Butter Chocolate Chip High Protein Low Fat Ice Cream
No matter what flavor of ProYo you choose, you know you'll always get the same, category-leading 35g of protein per container. Santa Barbara, Calif. (PRWEB)September 13, 2017
ProYo, the innovative company known for delivering category-leading levels of protein in the frozen aisle, today announced it will launch two new indulgent flavors of its High Protein Low Fat Ice Creams at Natural Products Expo East, including Peanut Butter Chocolate Chip and Salted Caramel Crunch. At the trade show, the company will also unveil new packaging for its full line of nine High Protein Low Fat Ice Creams that more clearly touts the unrivaled amount of protein found in each container - 35g. ProYo High Protein Low Fat Ice Creams are now available in nearly 4,500 stores across the U.S., and the company continues to support its fast expansion with robust marketing and sampling programs. New flavors - Peanut Butter Chocolate Chip and Salted Caramel Crunch
The two newest flavors of ProYo High Protein Low Fat Ice Cream were developed based on consumer and retailer requests for indulgent flavors and increased inclusions. The Peanut Butter Chocolate Chip and Salted Caramel Crunch (MSRP $4.99-5.49/14oz container) meet these demands while also maintaining the ProYo promise of delivering high levels of protein; balanced nutrition; clean ingredients; and an awesome taste and texture that blow away the better-for-you ice cream competition. Like all existing flavors of ProYo High Protein Low Fat Ice Cream, the two new flavors deliver 35g of protein per container (10g serving), along with less than 2g of fat and 120-calories per serving. Plus, like all ProYo High Protein Low Fat Ice Creams, the two new flavors are made with clean ingredients, including rBGH- and rBST-free milk (there are no artificial colors or flavors, and no binders, gums or preservatives in ProYo). They’re also soy-free, Non-GMO, Low Glycemic, and certified gluten-free and OU-D Kosher. “Our new Peanut Butter Chocolate Chip and Salted Caramel Crunch flavors are the perfect solution for anyone who loves indulgent ice cream but wants more from every delicious bite,” said Nathan Carey, ProYo founder and president. “What’s really exciting is that no matter what flavor of ProYo you choose - old or new - you know you’ll always get the same, category-leading 35g of protein per container.”
In addition to these two new flavors, ProYo continues to offer its original line of seven High Protein Low Fat Ice Cream flavors (MSRP $4.99-5.49/14oz container), including Dutch Chocolate, Blueberry Pomegranate, Mint Chip, Vanilla Bean, Mocha, Coconut and Dark Chocolate Toffee. ProYo High Protein Low Fat Ice Creams are the perfect high protein treat for anytime of day that provides endless possibilities. From breakfast bowls/smoothies to healthy sundaes, ProYo High Protein Low Fat Ice Cream is a versatile option. People, regardless of age, can make their own favorite treat without the guilt. New Packaging Touts Category-Leading Levels of Protein
Nielsen data shows sales of ice cream reached $6.6 billion in 2016, up 3.4 percent. The most exciting growth, however, comes from brands like ProYo that fit within the healthy ice cream segment, which grew 85 percent last year. As competition continues to grow in the better-for-you ice cream category, brands are looking for ways to differentiate their offerings. ProYo is clearly set apart from the competition because all flavors are an “excellent” source of protein delivering 20 percent of the daily recommended value of protein per serving. Additionally, ProYo delivers on consumer demand for traditional ice cream taste and mouthfeel. The new packaging for the High Protein Low Fat Ice Creams more clearly touts the 35g/container claim for ProYo, and will begin to hit shelves in November 2017. Distribution Gains and Driving Demand for ProYo
ProYo High Protein Low Fat Ice Creams launched in March 2017 and are now available at nearly 4,500 stores across the U.S. Most recently, the company added distribution to more than 1,100 Publix stores throughout the Southeast, where the two newest flavors, Salted Caramel Crunch and Peanut Butter Chocolate Chip, will be making their debut. Shoppers can find ProYo High Protein Low Fat Ice Creams merchandised in the freezer aisle alongside other premium ice cream pints. To find the store nearest you carrying ProYo, visit http://proyos.com/where-to-buy/ . ProYo has a robust marketing program in place to help drive awareness and support the distribution of its High Protein Low Fat Ice Creams. This year, the company has implemented a strong influencer, social and digital media campaign to win and engage fans. Additionally, the company is driving sales through offline shopper marketing programs; sampling events; strategic partnerships; public relations and other awareness and community programs. In September specifically, the brand is excited to rollout a ‘free digital coupon’ sampling program to 50,000 consumers across the U.S. through a partnership with one of its national retailers. “We’ve experienced time and again that once we give shoppers the opportunity to try ProYo, they keep coming back for more,” shared Carey. “We create win-win partnerships and programs with our retail partners that make choosing ProYo from the freezer case an easy decision.”
Expo East Details
To learn more about ProYo, buyers are invited to visit the company’s booth #8520 at Natural Products Expo East from Sept. 14-16, 2017. More information can also be found at proyos.com, and by connecting to the company using @ProYoTreats on Facebook, Twitter and Instagram. ABOUT PROYO
ProYo, based in Santa Barbara, Calif., was founded on the belief that healthy living is a foundation for a fun and rewarding lifestyle. Every product we create is built to inspire and power people to dig into life and do more every day. ProYo delivers amazing taste with balanced nutrition, including category-leading levels of protein, and low levels of fat and calories. ProYo products are non-GMO, low glycemic, certified gluten-free, OU-D Kosher, and are free from artificial colors and stabilizers. Enjoy ProYo products throughout your day on-the-go, as a smoothie base, post workout fuel or satisfying dessert. Visit proyos.com to learn more about our products and find stores near you, and connect with @ProYoTreats on Facebook, Twitter and Instagram for daily inspiration and recipe ideas. Share article on social media or email:
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ProYo Announces Launch of Two New Indulgent Flavors of High Protein...

InMarket specializes in reaching consumers that are receptive to brand messaging, based on individual location data trends. InMarket works with brands and retailers to deploy specialized advertising campaigns that reach shoppers across digital channels before and during the store or venue visit.

InMarket

ProYo and its agency of record , Oniracom , partnered with inMarket , a beacon and location data provider , to bolster an omnichannel campaign that aimed to boost product discovery , foot traffic and trial .

Twin Cups, dba ProYo, is a high-protein blend that combines delicious taste, powerful nutrition, clean ingredients, and a touch of delight.

Date	8/17/2017
Round	Unattributed
Amount	$8.19M
Investors	Undisclosed Investors
Valuation
Revenue	0 FY undefined
Sources	1

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