Two years before the country’s largest food manufacturers poured millions into promoting 100-calorie portion-controlled snacks, Vitalicious had already launched the category in 2002 with its 2-ounce, 100-calorie VitaMuffins. In 2009, Vitalicious was looking to get attention for new products and tout the fact that the company had essentially created a new food category.
Crier positioned Vitalicious as a pioneer in the industry and pitched Vitalicious products as healthier than competitors because they contained all-natural ingredients, had added vitamins and minerals, and also were portioned-controlled for those looking to lose weight. With this strategic messaging, Crier was able to secure high-profile media placements on Dr. Oz, Good Morning America, in Family Circle, Good Housekeeping, Self.com, About.com, Glamour.com, and WeightWatchers.com, among many other outlets.
