I’m not a beer consumer but have been intrigued watching the craft movement. The downside to all of this growth is that the by-product of all these breweries is a ton of food waste. Ever hear of Regrained?
A keg of beer creates almost 100 pounds of leftover grains. When you make beer, you blend water, yeast, hops, and grains. Sugar is extracted from the grains (like wheat or barley), and they get soaked in hot water. Once you drain the sugary liquid, yeasts turn it into alcohol. What’s left are the original grains that get tossed into landfills.
A San Francisco startup, Regrained was created by using that waste. The founders, Dan and Jordan, figured out that if they could dry out this waste, they could make products from it like granola bars or beer bars.
Beer grain is like a supergrain. Dan and Jordan rescue the nutritious grain and upcycle it into a patent-pending technology. With high protein and nutrients, what they reuse has a prebiotic fiber that supports gut health by providing food for the probiotic bacteria that live in your gut.
To make their bars, they mix the dehydrated supergrain with quinoa, flax, honey, syrup made from tapioca and brown rice and other natural flavors.
Only We…
Regrain markets a granola/energy bar unlike any other on the market. They are a great example of having an ONLY WE…
“Only Regrain makes energy bars with upcycled food waste supergrains from beer manufacturing.”
Wasting No Time
In an incredibly crowded category like granola bars, Dan and Jordan have built into their brand a story that consumers can tell. Their secret ingredient isn’t the supergrain but the story behind the brand. Brands come alive when one person says to another to try a new product and can quickly explain why it is different.
The clever EAT YOUR BEER tagline is disruptive and different. That’s a great place to fuel a brand by giving it wings.
Raising A Ruckus
Is your brand special? Do you have a substantial and compelling story baked into your pie? Are you the only one in a crowded category that taps into a trend (craft beer consumption) and sprinkles a little magic into your typical product?
Marketing begins with a story that a community will want to share. The product comes second, but it better be terrific too.
Products need to serve communities like consumers who love beer and are concerned about food waste. Have you created a product and are now searching how to market it? That’s backward. Let’s talk. You can schedule a time to talk by using my calendar. No obligation. Jeffslater@themarketingsage.com or 919 720 0995.
Photo courtesy of Regrain
