Buyer feedback told us that customers weren’t shopping for Churn, they were shopping for Flavored Butter. Strategy told us that Churn’s flavored butter was too expensive when it was 1 step in a complicated recipe, we needed to prove versatility and time saving abilities to increase velocity.

The solution was to go all in on product naming, flavor and use case, emphasising that Churn isn’t a part of the recipe, Churn IS the recipe.