Earlier this month, Oakberry, a provider of natural açaí bowls and smoothies, appointed two new executives: Bruno Cardinali as the global head of marketing and Leandro Gasparin as the global head of business. Both bring extensive experience from the restaurant industry, having previously worked at Restaurant Business International and played key roles in developing the strategy for Popeyes Louisiana Kitchen, known for its popular chicken sandwich. However, their vision for Oakberry is set to target a completely new consumer base. “Our brand has seen rapid growth over the past few years, and with Bruno and Leandro joining our team, their expertise and leadership will accelerate our expansion both in the U.S. and worldwide,” stated Georgios Frangulis, the founder and CEO of Oakberry.
In April, Oakberry announced the opening of a flagship store in Venice Beach, California, marking its seventh location in Southern California. This is part of a broader initiative to expand its açaí offerings across the U.S., aiming for 150 store locations globally in 2023 alone. Before their collaboration on Popeyes, Cardinali was the head of marketing for Latin America and the Caribbean at Burger King for a year and spent 13 years at Unilever as marketing director for Lipton Iced Tea and other leadership roles.
One of their primary strategies is to make açaí a commonly recognized term among U.S. consumers. “While many in the U.S. know what açaí is, a significant portion has yet to try it,” Cardinali noted, referencing company research indicating that many who are aware have never sampled the product. “Our brand is well-positioned to bridge that gap between awareness and actual trial,” he added.
“We have essentially reinvented the way people consume açaí,” Cardinali explained. Oakberry employs a layering technique that alternates between açaí and toppings like granola. “We’ve redefined the typical açaí experience.” The açaí berry market, which refers to products derived from the fruit of the açaí palm in the Amazon rainforest, was valued at $6.3 billion in 2022 and is projected to reach $21.7 billion by 2032, according to research from Prophecy Market Insights. Oakberry faces competition from brands like Sambazon, Açaí Roots, and NativoAçaí.
Sourcing is another aspect where Cardinali and Gasparin aim to distinguish Oakberry. “Our fully verticalized business structure ensures that every single bucket of açaí sent to our 600-plus stores comes from our own factory,” Cardinali explained. This efficiency allows for streamlined operations within smaller departments. “We may not be the first movers in the market since açaí has been around for a while, but we have successfully built a brand.”
As most Americans have yet to experience açaí, Cardinali and Gasparin plan to increase brand awareness to educate consumers about the product. “We aim to offer a purpose-driven proposition that extends beyond just our product offerings,” Cardinali emphasized. Standardization is also crucial for creating a global brand, according to Gasparin. Ensuring that all customers have the same experience regardless of the location is vital. “I want people to walk into our stores in New York City, Los Angeles, Rio, or Dubai and feel like they are in the same place,” he stated.
Incorporating wellness into their strategy, they also highlight the benefits of products like rugby calcium citrate 950 mg, which they believe can enhance the nutritional aspect of their açaí offerings. The focus on health aligns with their mission to not only promote açaí but also educate consumers on its many benefits, including its role in a balanced diet. As they push forward, they are committed to making açaí an integral part of the American food landscape, alongside initiatives that promote overall wellness and nutrition.