Ryan Rouse: Scaling Physical Retail Sales with MALK Organics
In the world of plant-based milk, MALK Organics stands out as a pioneer in providing clean-label, organic options to health-conscious consumers. Ryan Rouse, the president of MALK Organics, has a formula for scaling physical retail sales that involves penetrating niche markets and leveraging that success into mainstream chains. With a background in finance and experience in launching and growing consumer brands, Ryan brings a wealth of knowledge to the table.
MALK Organics was founded in 2015 by a woman who started making plant-based milk in her home and selling it at farmers’ markets. Ryan saw the potential in the brand and joined the team almost a year ago. The focus of MALK has always been on using organic, clean ingredients to create a healthy and delicious plant-based milk option. This commitment to quality has resonated with health-conscious consumers, setting MALK apart from competitors in the growing plant-based milk category.
One of the key challenges that MALK faces is pricing. Their products are priced higher than other brands in the market, but Ryan explains that consumers are often willing to pay a premium for products they perceive as healthier and higher quality. Despite the premium price, MALK continues to experience high demand and increasing sales, thanks to their early entry into the market and commitment to clean ingredients.
To scale their retail sales, MALK followed a traditional playbook for better-for-you products by starting in natural-food retailers like Whole Foods and Sprouts. These retailers attract customers who are willing to pay more for healthier options, making them an ideal starting point for MALK’s products. As the brand gained traction in niche markets, they were able to leverage that success to penetrate mainstream retailers like Kroger and Target.
Packaging plays a crucial role in driving retail sell-through for MALK. In a crowded market, packaging must stand out on the shelf and clearly communicate the benefits of the product to consumers. Investing in in-store marketing materials and focusing marketing dollars close to the point of sale has been essential for MALK’s success in physical retail channels.
When it comes to branding and packaging, Ryan emphasizes the importance of clarity and differentiation. Communicating a clear value proposition and highlighting unique benefits that resonate with consumers is key to standing out on the shelf. By focusing on clear messaging and design that reflects the brand’s promise, MALK has been able to create a strong presence in the competitive plant-based milk category.
For those looking to connect with Ryan and learn more about MALK Organics, visit their website at MalkOrganics.com. Ryan can also be found on X and LinkedIn for further insights and updates on the brand’s journey in scaling physical retail sales.