Sanne Bogers – Yummygums

Yummygums aims to make the pursuit of health more enjoyable by creating tasty gummies that blend essential nutrients, vitamins, and minerals. This means turning the typically mundane task of taking supplements into a pleasurable experience. Sanne Bogers, Head of Brand, has been an integral part of the company for 2.5 years, working towards making Yummygums a recognized name not only in the Netherlands but also in the UK and Belgium.

In this interview, we explore Yummygums‘ commitment to innovation and data-driven decision-making, reshaping their approach to health and wellness. The company’s growth is attributed to its ability to stay relevant in today’s rapidly changing consumer goods landscape.

The Evolution of Yummygums

In recent years, Yummygums has undergone significant changes to align its brand and product portfolio. ”What started as a product-focused brand has transformed into a brand with a clear identity and mission. The key focus is bringing joy to a healthy routine, meaning we as a brand strive to add value to the customer experience. This transformation has led to a complete rebranding, making the brand more vibrant and cheerful to reflect the energy we want to bring to the market.” Sanne explains.

”I believe our innovative spirit shines through our product range. We have a vision of wanting to ’grow with you’ and this approach ensures a long-lasting relationship with our customers”

Target Audience and Customer-Centric Approach

One of the notable aspects of Yummygums‘ success is its customer-centric approach. They actively seek feedback and insights from their loyal customer base, enabling them to align their products and brand messaging with the actual reasons consumers choose their products. Sanne emphasizes the value of customer research and their openness to customer input, highlighting the importance of not assuming they know what customers want all the time.

”We strive to engage with our customers through open communication. From these exchanges, we gather valuable insights for further product development.”

Yummygums‘ journey started with getting a clear understanding of its target audience. ”Our primary customers are women aged 25-45. These women often lead busy lives, juggling family and work responsibilities, and are looking for convenient ways to take care of their health. Yummygums‘ approach is to provide products with the right ingredients and proven formulas, without overwhelming customers with technical details. It’s about making vitamin consumption easier and more enjoyable for this audience.” Sanne explains.

Sanne shares that discovering the right target audience was a blend of strategy and organic growth. Yummygums started by targeting vegans with a vegan-formulated multivitamin gummy. As the brand grew over time, its reach was expanded over more marketing channels, attracting a broader customer base. ”Our communication style, visuals, and language drew in a specific type of consumer, forming the basis for our audience definition. I believe our innovative spirit shines through our product range. We have a vision of wanting to ’grow with you.’

Therefore, we aim to provide solutions for every health goal throughout a customer’s life journey. Starting with multi supplements, we progressed to hair supplements, then expanded into mommy- and kids‘ supplements, and this May we launched a menopause gummy extending our reach to older women and catering to different life stages. This approach ensures a long-lasting relationship with our customers, and also transcends age barriers.” Sanne shares.

Aligning Brand Growth, Innovation and Data-Driven Decision-Making

As Yummygums continues its journey of rapid growth, brand growth and product innovation go hand in hand. The initial focus on refining their brand identity paved the way for a more focused product development strategy. ”Our goal is to provide convenient and enjoyable solutions for those looking to enhance their health and wellness routines. We want to illustrate the significance of aligning brand identity with customer needs, collecting insights through open communication, and the importance of data-driven decision-making.” Sanne explains.

Sanne shares that the success of Yummygums isn’t just about launching new products; it’s about carefully analyzing data from various sources to determine their market fit. She highlights the importance of understanding how a new product attracts and retains customers, drives website traffic, and engages consumers in different ways. This data-driven approach helps Yummygums to fine-tune their marketing strategies and refine their products.

„The tasting experience is where the ‘aha’ moment happens for many customers.“

However, not all factors are easily predictable, and past successes do not guarantee future results. ”Our biggest challenge in using data to support our decisions, calculate ROI and drive growth, is the unpredictability of the market. To navigate this challenge, we have created three scenarios: the worst-case, break-even, and success scenarios.” Sanne outlines how this approach allows the Yummygums team to take calculated risks while remaining adaptable to new opportunities.

Authenticity is the Cornerstone of Yummygums‘ Success

Sanne emphasized how influencer marketing provided another critical lesson learned on Yummygums’ path to growth: authenticity is key. The brand’s commitment to showcasing its team and behind-the-scenes operations has set it apart from the competition. ”Instead of merely promoting products, we aim to connect with individuals who genuinely believe in the brand.

Our focus is on fostering a love for the product, which we show ourselves as a team. But this also means we do not instruct influencers on what to say, we merely give them guidelines and do’s/don’ts. This approach has resonated with consumers, providing a glimpse into the real people and values behind the brand.” Sanne explains.

Nowadays, Yummygums maintains a baseline for other digital marketing activities as well. The use of influencer marketing catalyzed expansion into different media channels that allow high degrees of authenticity. One example is podcast advertising, where both authenticity and engagement are high – if you get it right.

„We aim to connect with individuals who genuinely believe in the brand. Our focus is on fostering a love for the product.“

Future Plans that come with Challenges

Yummygums unquestionably has momentum. However, with rapid growth come challenges. One challenge is the influence of seasonality of the supplement industry, with peak demand typically occurring from September through the winter months. For Sanne and the team, this means balancing resources efficiently to achieve their goals.

Another key challenge Yummygums faces is conveying the taste experience through their predominantly digital marketing channels. Sanne shared that the moment of truth for them therefore lies just before the actual purchase. ”By encouraging this first taste, we aim to eliminate barriers to trying our products. We offer discounts and increasingly focus on providing samples to make the first taste as accessible as possible.

We believe that once people try our gummies and enjoy the taste, they are more likely to incorporate them into their daily routines. The tasting experience is where the ‘aha’ moment happens for many customers.“ Sanne discusses.

The team continues to work on these challenges and is simultaneously making exciting plans for the future. The main focus lies on international expansion; establishing a brand presence in new markets. Another objective is further enrichment of the product portfolio to more than just gummies. ”In five years, I envision Yummygums evolving into a comprehensive health brand, emphasizing the enjoyment of taking care of one’s health.” Sanne shares. This also involves increasing presence in physical stores such as pharmacies and drugstores.

„The overarching vision is to be present wherever people seek health supplements, whether online or offline.“