Are Startups Tools for Disruptions?

Abbot Kinney’s sets the new rules of food industry

People do not join a startup for financial benefits or employment security. People pick the startup’s life because they embrace beliefs and deep convictions. They set up their own startup for the same reason. Startups’ people aim to change the world and to bring alternatives to a business reality sometimes outdated.

When Gijs van Maasakkers took over Abbot Kinney’s, a food startup inspired by a coconut based yoghurt alternative produced in an L.A restaurant located on… Abbott Kinney’s Boulevard, he was mostly empowered by the idea to change the Dutch dairy market for the better.

Both tasty and healthy, his cutting edge coconut yogurt alternative brand brought a fresh breeze on the market and a fair answer to a question most FMCG corporations failed to answer.

Honesty and transparency is actually everything Abbot Kinney’s is about.

After working for a food delivery company in Africa, Gijs came back to Holland and took Abbot Kinney’s over. He had to face several challenges such as deploying different distribution channels and launching a relatively new product on the local market. Abbot Kinney’s strategy takes its roots in alternative distribution methods based on the quality of production and in which, marketing is almost inexistant.

The truth is the brand embraces a brand new, and innovative approach when it comes to business development.

Abbot Kinney focuses on the quality of the ingredients they use.
Abbot Kinney does not seek to please consumers by following studies.
Abbot Kinney aims to educate consumers about what they really eat.
Abbot Kinney aims to inspire people to eat well, local and fair.

Focus On Quality and Not On Market Studies

Unlike most FMCG international brands, Abbot Kinney’s rather focuses on the product development side (and the quality) than on branding oriented market studies. The Dutch company does not really care about delivering spectacular marketing campaigns, they aim to attract consumers thanks to a product that respects the highest standards of quality.

‘’We do not follow trends or market studies in terms of what consumers want, we rather deliver a product which focus on quality, transparence and openness on the ingredients we use at the production.

Educate Consumers

Over decades, consumers have been acclimated to processed industrial food. They actually forgot what really matters. Tasting capacities have been transformed as most people got used to artificial and chemical flavours.

Abbot Kinney’s — and its absence of marketing campaigns — brings a new deal in food industry by approaching consumers the reversal way. Abbot Kinney’s aim to remind consumers that at the end of the day the look of the packaging is not the most important feature of the product.

What is important are the ingredients, the natural taste and the health benefits a product can bring. Because food is the vital fuel we give to our bodies.

‘’My main challenge was to convince people to distribute a brand new product on the Dutch food market.“

All About The Team

The main asset of a disruptive project are its people.

If Abbot Kinney’s does not play the regular marketing game : ‘’oh look at us we are so cool and so organic”, they play the startup recruiting game. They hire the perfect set of skills combined with a matching personality.

They build teams of dedicated, inspired and empowered people.

For everybody involved at Abbot Kinney’s, two things matter: freedom and passion. The team is dedicated, involved and empowered by the goal to truly disrupt the market.

Craving to join a company that sustainably change and disrupt its own industry? Well that’s what Cocoon is all about!

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