The Delectable Harmony of Sweetness and Protein
My friend Mark Friedman has a terrific marketing podcast called The Marketing Playbook. He has insightful guests with incredible careers. Sometimes, his guests share the disruptive activities they are working on that can upend markets.
Last week, he interviewed Ali Wing, The CEO of Oobli. Here is a link to that pod episode.
Ali introduced me to the phrase SWEET PROTEIN.
That’s something I never heard, and I have worked in food for more years than I care to share. Ok, 50 years.
In a world where health-conscious consumers constantly seek innovative ways to balance taste and nutrition, Oobli emerges as a pioneer, introducing a groundbreaking concept – sweet protein.
Oobli is set to revolutionize the market by seamlessly blending the indulgence of sweetness with the nutritional benefits of protein.
The Sweet Protein Phenomenon – Is This Our Future?
Sweet plant proteins are the transformative solution to rehabilitating our food system with good-for-you sweet foods. Oobli sweet proteins are up to 5,000 times sweeter than sugar. This page on their website explains how this magic works. This tiny dietary protein is a sweet superhero. It tastes like sugar without impacting blood sugar, insulin, or the gut microbiome.
Where do sweet proteins come from?
Most sweet proteins come from fruits and berries native to West Africa and other similarly hard-to-reach (and not easy to grow in) places. Many of these fruits and berries have been used for centuries by locals as naturally occurring sweeteners. We like to think of them as “nature’s candy.”
Sweet protein, the cornerstone of Oobli’s bold venture, is a paradigm shift in the food industry. Traditionally, sweet and protein-packed foods were perceived as mutually exclusive – one often sacrificed for the other.
However, Oobli’s revolutionary approach challenges this dichotomy, opening possibilities for health-conscious consumers who refuse to compromise on flavor.
Creating sweet protein involves leveraging natural sweeteners and protein-rich sources, crafting a delicate balance that satisfies the taste buds without compromising nutritional integrity. Oobli’s commitment to quality and innovation in sweet protein creation has led to the development a range of mouthwatering products that redefine the conventional boundaries of sweet treats.
The Oobli Experience: Products That Redefine Sweetness
Oobli’s product lineup showcases the diversity and versatility of sweet protein, from decadent desserts to on-the-go snacks. These products are more of a market test – since they may ultimately be looking to become an ingredient supplier, not a brand of foods and beverages. These products can be bought directly online or in local retailers in L.A.
Blissful Chocolate Bars
Oobli’s protein-packed bars come in various indulgent flavors, such as chocolate hazelnut, salted caramel, and raspberry cheesecake. These bars cater to sweet cravings and provide a convenient and nutritious snack for those seeking a protein boost throughout the day.
Protein Elixirs and Teas
For those who prefer sipping their way to satisfaction, Oobli’s protein elixirs offer a refreshing alternative. With flavors like mango passionfruit and berry blast, these drinks tantalize the taste buds while delivering a substantial protein punch.
Disrupting the Market: The Oobli Impact
Oobli’s trajectory toward sweet protein excellence is further propelled by the strategic and visionary leadership of Ali Wing, the brand’s Chief Executive Officer.
With a remarkable background in disruptive brand leadership, Wing brings a wealth of experience from her tenure at renowned companies such as Nike. Known for her innovative marketing strategies and her ability to carve out new niches in the market,
Wing’s influence is a crucial driving force behind Oobli’s unique positioning. Her transformative leadership at Nike, where she played a pivotal role in shaping the brand’s consumer experience, indicates her commitment to pushing boundaries.
As a seasoned expert in creating compelling narratives and building strong brand identities, Wing’s presence at Oobli promises to amplify the brand’s disruptive impact, ensuring that sweet protein becomes more than just a product – it becomes a cultural phenomenon redefining how we perceive the intersection of taste and nutrition.
Wing’s bold approach and track record of success position Oobli as not just a purveyor of sweet protein treats but as a trailblazer in the broader landscape of food innovation.
This is a company to watch, and Ali Wing is about to make it fly.
P.S. – I can figure out where the word Oobli comes from, but I don’t care. It is a fun word to say!
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Photos courtesy Oobli Website – All rights reserved
