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Entrepreneur turned down $2 billion

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silentownage001

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Apr 7, 2013
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Came across this article on the BBC and thought it was worth sharing. Shows what can happen if you keep going. It took him a year to get the right recipe.

Just a few years ago Justin Woolverton was pleading with US supermarkets to keep his reduced calorie ice cream tubs in their freezer cabinets.

Sales of his low fat, low sugar brand Halo Top were flat-lining, and stores were continually threatened to stop stocking it.

"We were hanging on by the skin of our teeth," says the 38-year-old, who launched the business in 2012. "We'd tell them 'leave us up there, things are going to turnaround'."

In his wildest dreams Mr Woolverton couldn't have predicted just how dramatic the turnaround would be. Just six years after starting, his ice cream is now the best-selling brand in the US.

The man who created a $2bn ice cream firm in his kitchen
 

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ApparentHorizon

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Ohhh I had this a week ago, and it was delicous. Basically indistinguishable from ice cream. Unless you like yours half or wholly melted, then it's noticeable.

Moral of the story though....get better marketing.
 

MJ DeMarco

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It's a VEGAN "ice cream" -- as I've been saying, millions and billions will be made in this space in the coming years.

Money follows demand. The ice cream recipe didn't change, DEMAND did. And it will continue.
 

GPM

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Ice cream isn't ice cream anymore. It is some nasty a$$ concoction with 30+ ingredients that are nearly impossible to read. I take it as a good thing though, as I read the ingredients before I attempt to buy it, so never actually end up buying it. Haagan Daaz is good, and it has like 5 ingredients, but it is too expensive for me to actually bring myself to purchase often.

This is like Facebook turning down that first offer from Yahoo for a billion dollars. The book Zero to One talks about it. These guys have an idea for what they want out of the company, so know exactly where it can go.
 

WildFlower

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Ice cream isn't ice cream anymore. It is some nasty a$$ concoction with 30+ ingredients that are nearly impossible to read. I take it as a good thing though, as I read the ingredients before I attempt to buy it, so never actually end up buying it. Haagan Daaz is good, and it has like 5 ingredients, but it is too expensive for me to actually bring myself to purchase often.

This is like Facebook turning down that first offer from Yahoo for a billion dollars. The book Zero to One talks about it. These guys have an idea for what they want out of the company, so know exactly where it can go.
Remember the Breyer's commercials where the kids could read the ingredients. Well.. now they call it "a frozen dessert" because it's not ice cream. It's gross and crumbles. That's how I noticed they changed it years ago. Now I buy ice cream from Trader Joe's. :) It's so yummy!
 
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