![]() First, Olly treats retailers as clients and pitches product concepts to them as such and sees retailers as “thought partners.” Second, Olly prefers to execute its plan in “bite-sized chunks,” such as rolling out the line with only one retailer and a limited number of SKUs, which allowed for efficient scaling without being overwhelmed by the logistics of manufacturing and fulfilling orders of a large product line. In fact, the company operates rather differently than most other consumer products or supplements companies. After Olly tried marketing products for heart and joint health that did not resonate with millennials, the company quickly discontinued the products, choosing to stay focused on its core target market. The company lives by the “fail fast and fail cheap” motto. The line contains adult’s and children’s multivitamins, sleep aids, probiotics, protein smoothies, and supplements that help with stress, energy, skin, beauty, and brain health. This is a simple yet significant departure from the way traditional vitamin brands have been marketed for years. Olly sells consumers on the benefits of the supplements rather than the ingredients they contain. The Olly line is positioned as being sourced from nature, effective, and fun to take in gummy form. ![]() GNC, CVS, Kroger, Albertson’s, Safeway, Stop & Shop, and Walgreens are some of the large retailers that now carry the Olly line. What started as a limited line offered exclusively at Target for the first 12 months is now a 35 SKU health and wellness line that is sold through multiple retail channels. He collaborated with ex-Shaklee marketing executive Brad Harrington to found Olly, which is geared towards millennials and was launched in April 2015. He noticed consumer confusion in that aisle while he was working in Target stores. However, Ryan noticed there were no brands in the nutritional supplement aisle that he thought resonated as “better-for-you” with consumers. When it came time for his next entrepreneurial opportunity, Ryan was helping his clients at Target develop the “Made to Matter” program which features innovative, better-for-you, eco-friendly products across multiple consumer packaged goods categories, including his Method brand of cleaning products. ” He “wanted to close the cultural gap” between what cleaning products mostly were then with what most people really wanted, which was products free from toxic ingredients “with a design flair they would welcome in their homes as an extension of themselves.” His hunch was successful as Method generated sales over $200 million and was sold to Ecover in 2012, just over a decade after being founded. With Method, Ryan says he was “…looking for a category that was really big, but had failed. ![]() Eric Ryan, the CEO of Olly and co-founder of Method eco-friendly cleaning products, is an entrepreneur known for shaking things up and marketing products in categories very differently from existing brands. ![]()
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