After being acquired by Mars Inc, KIND Snacks was looking forward to building their brand in new markets. Seeing the changes being wrought in the industry by other brands (mainly startups), KIND was eager to figure out how a big company could mimic the nimbleness of a startup while retaining the balance sheet advantages of a large CPG.
we help big companies think like a start up - nimble and quick
first DTC offering for KIND International, coordination with teams across
After an in-depth review, KIND selected izba to advise and shape their omnichannel strategy and to support the launch of their UK DTC operations.
izba worked with the KIND team to develop a DTC and Amazon playbook that could be shared with other markets and supported the training and building of KIND’s own internal UK DTC team which would serve as the nucleus of further DTC expansion.
izba played a big role in selecting the infrastructure required to launch the DTC offering including qualifying fulfillment centers, parcel carriers, and other partners; supporting website and OMS setup and testing; identifying core metrics; and managing investment and P&L expectations of the broader business.
With izba’s background in Fortune 500 companies and startups, we were quickly able to understand the current mentality and thinking at KIND and provide the tension needed to help the team think and do things differently.
“Working with izba helped us deliver immense value in a very short time. izba quickly grasped our needs and most importantly, the challenge of operating a startup-style business unit within a conglomerate organization. They were incredibly responsive, provocative, and helped us build capabilities that have since been embedded. With izba’s support, we were able to build a DTC business in the UK prior to the pandemic which has proven to be invaluable for meeting consumers’ demands. I highly recommend izba to any team looking to scale great business products in today’s market.” — Tim Creed Director, Digital Commerce, KIND International
