As the year comes to a close, we are starting to think about 2014 and the resolutions we want to set for the new year. Every year, the top New Year’s Resolution is too eat healthy and exercise regularly.
In the spirit of the New Year we have selected RightSize Health and Nutrition as our entrepreneurial spotlight for this newsletter.
RightSize has been in the health and wellness business for over 10 years and is focused on delicious weight loss meal replacements. For the spotlight, we recently sat down with the management team at Rightsize to learn more about weight loss trends, the impact they have on their business, and branding.
Tell us about the company’s signature product, the RightSize Smoothie?
RightSize Smoothies are delicious, satisfying weight loss beverages packed with protein, fiber, and over 20 essential vitamins and minerals that keep your body nourished. They conveniently replace breakfast and lunch and stave off hunger with a unique combination of protein, fiber and a low glycemic index–keeping you full for hours!
Where did the idea for Rightsize come from?
Developed in 2002, as a better tasting meal replacement product. RightSize was designed to be a “fun” brand in an otherwise clinical category, with indulgent taste that consumers look forward to consuming.
How does it work?
Protein and Fiber play a critical role in RightSize’s unique hunger smashing formula. Unlike carbohydrates, such as sugar or starch, protein digests slower because of its dense structure. Fiber also helps reduce the speed of digestion – keeping you full and avoiding peaks and valleys in your energy level. Crystalline Fructose is used as a sweetener to avoid the blood sugar spike and crash that makes consumers feel hungry. One smoothie for breakfast, another for lunch and some healthy snacks will get you all the way to dinner.
How does seasonality affect your business?
It is no secret that consumers are focused on health and wellness during the 1st quarter of the year. However, we have found that there is a stronger correlation between our marketing and advertising spend and increased sales volume versus the calendar year itself. It is critical for us to be connecting with our customer base and marketing through all of our channels (online, TV, and retail distribution) throughout the entire year.
RightSize has a strong base of loyal customers that have been successful in finding and maintaining the right weight for them. What has made it successful for these customers?
Based on our conversations with customers, the things that matter most to them are that the product keeps them feeling full, has indulgent taste, is easy to use, and reduces the temptation for high-calorie foods. To make it even easier for customers to see results, our R&D team has developed over 100 recipes that use the RightSize Products to make a variety of holiday snacks, desserts, and even alcoholic beverages.
RightSize has been around for 12 years, what is the key to success in evolving the brand and company?
Over the past few years we have developed a more proactive approach to building our brand and engaging customers. In the past, we gathered a lot of research through taste tests, surveys, and market research, but what we realized is that instead of talking to our customers and telling them what they need, the most important thing you can do is to consult with them. Through these conversations we have learned of success stories where RightSize has changed the lives of our customers, listened to offers that work for them, implemented promotions and plans that meet their needs, and created the RightSize Community to answer their questions.