Brave Robot “animal-free” ice cream
What: Real dairy ice cream that is animal free; not vegan or animal based, but real dairy by cellular fermentation
Category: Ice cream
Segment: Alternative dairy (for now)
Category Creation: a whole new way of making something, or a whole new thing, and owning it by naming it
A category creator will carve out a place for themselves once the market has been established. I imagine Perfect Day, supplier and partner to The Urgent Company (maker of Brave Robot), will deploy their animal-free dairy ingredient to brands across entire dairy categories to create an animal-free category.
Own your role in the category and be the best at it!
All my best,