When Aihui (pronounced i-we) saw how difficult it was for food brands to win shelf space and reach consumers, she decided to abandon her financial software engineering career to launch Love With Food. Its two-way business model brings consumers and food brands together in a new way and is replacing the traditional in-store sampling processes and marketing driven focus groups. Born in Singapore, living in the US and with an MBA from a UK university, Aihui has the international focus that’s helping her to take Love With Food worldwide, while her 13-year career in software engineering has put a unique analytics platform at the heart of the company’s business model.
Launched in 2012, Love with Food was one of the first food subscription services to give US consumers the opportunity to sample a range of food products and brands. It’s now America’s 129th fastest growing business, delivering vegetarian, organic and even gluten free snack foods to households across America. This year it went global, with distribution to 26 countries worldwide. Its success is based, not just on selling snack bars to consumers; it also sells insight back to the food companies whose products feature in its boxes. In her presentation Aihui explains how online subscription services like Love With Food can build food brands and complement in-store sales.
• The Love With Food story – from small start up to world domination – and challenges encountered on the way
• Great snacks, smart insight – the analytics platform that brings consumer insights back to featured food companies and brands
• Complement don’t compete – how subscription ‘tasting’ models can increase in-store sales and help brands win shelf space or break into new markets
• Stay ‘fresh’ to grow – the absolute imperative to surprise, delight and enchant your consumer