Adam Deremo is the Co-founder and CEO of AWAKE Chocolate, a brand pioneering the fusion of delicious chocolate and functional benefits. With a strong background in CPG, Adam has played a pivotal role in growing the brand, and AWAKE Chocolate is now one of the leading functional chocolate brands in North America, with products now carried in thousands of retail locations. Before launching AWAKE Chocolate, Adam spent over a decade working with industry giants Kraft Heinz and PepsiCo, where he honed his expertise in business strategy, product development, and financial management.

Here’s a glimpse of what you’ll learn:

• [1:44] Adam Deremo shares his journey from working at Kraft Heinz and PepsiCo to co-founding AWAKE Chocolate
• [6:30] How Adam identified a gap in the chocolate and energy drink market
• [8:50] The inspiration behind creating caffeine-infused chocolate
• [12:00] Challenges in breaking into the mature chocolate category
• [17:30] Why were smaller snack sizes crucial for product trials?
• [21:00] Insights on the future of functional foods and consumer demand
• [27:20] Adam’s advice for emerging brands in a tough economic climate
• [30:00] Lessons learned from navigating the retail distribution and big box stores like Costco
• [36:10] The importance of hiring the right team to fuel growth and innovation
• [39:00] Adam’s vision for expanding the brand and new product innovations on the horizon

In this episode…

Building a successful brand in a crowded market is challenging, especially when trying to bring something truly innovative to the table. But what makes some entrepreneurs stand out from the rest? What allows them to overcome obstacles and disrupt industries that have been around for decades?

With an extensive background in consumer packaged goods, Adam Deremo notes that the key to success lies in identifying gaps and creating solutions that address unmet consumer needs. He emphasizes the importance of moving quickly, especially when scaling a new business, and how taking calculated risks without over-analyzing decisions can lead to faster growth. Additionally, Adam highlights the significance of staying focused on quality and consumer feedback as the brand grows, rather than getting distracted by shiny new opportunities.

In this episode of the Brand Alchemist Podcast, Taja Dockendorf sits down with Adam Deremo, Co-founder and CEO of AWAKE Chocolate, to discuss how he launched a brand that blends innovation with taste. Adam talks about scaling a business in a competitive market, insights on functional foods, and lessons learned from navigating the challenges of the pandemic. He also shares advice on product trial strategies and hiring the right team.

Resources mentioned in this episode:

• Taja Dockendorf on LinkedIn
• Pulp+Wire: Website | Email
• Adam Deremo on LinkedIn
• AWAKE Chocolate
• Kraft Heinz
• PepsiCo
• Costco
• The Fresh Market
• Sodexo 
• Aramark

Quotable Moments:

• “There was no version of my own career story that didn’t involve building something from scratch.”
• “We were at first just solving for taste. And I don’t know about you, but I don’t think anything tastes better than chocolate.”
• “The chocolate category is very big. It has something like 96% household penetration.”
• “If you have a great product, you should make it easy for people to try it.”
• “Surround yourself with the best people possible. It makes all the difference.”

Action Steps:

1. Identify gaps in the market for innovation: By recognizing unmet consumer needs, you can create products that stand out in a competitive market. Addressing these gaps with innovative solutions gives your brand a unique value proposition.
2. Move quickly with decision-making: Speed is crucial when launching and scaling a business. The ability to make decisions swiftly allows you to adapt and capitalize on opportunities before competitors do.
3. Focus on quality and consumer feedback: Ensuring that your product meets high standards and actively listening to customer input helps foster brand loyalty. This attention to detail and responsiveness leads to continuous improvement and long-term success.
4. Leverage strategic partnerships for growth: Building strong relationships with retailers and food service companies expands your brand’s reach. Strategic collaborations enable access to new markets and boost brand visibility.
5. Hire the best talent for your team: Surrounding yourself with highly skilled individuals accelerates growth and fosters innovation. A great team can transform your business, helping you overcome challenges and maximize opportunities.

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