The rule they were rewriting
Ready-to-eat meals have long catered to convenience, leaving behind athletes and performance-focused individuals looking for meals tailored to their diets and goals. The market offered few options for protein-rich, paleo, and vegan meals that balanced performance and convenience.
The rule we rewrote together
We positioned Fresh N’ Lean as the go-to for performance-driven nutrition, built for strength, recovery, and results.
Segmented with performance goals:
We focused on Fresh N’ Lean’s ability to deliver meals for specific dietary needs – protein-heavy options for strength, paleo for clean eating, vegan for plant-based nutrition, and keto for metabolic optimization.
Credibility through champions
Partnerships with professional athletes validated the meals’ role in supporting energy, recovery, and overall performance. Customer stories and user-generated content amplified this message.
The impact
Fresh N’ Lean redefined the ready-to-eat meal market, achieving:
Advertising lift:
A 28% reduction in CPC and a 6x increase in CTR optimized ad performance, reaching high-value audiences more effectively.
ROAS boost
A 58% increase in ROAS drove sustainable growth, maximizing the impact of marketing investments.
Revenue surge
Fresh N’ Lean tripled its revenue, surpassing $100M and establishing itself as the leader in performance-focused ready-to-eat meals.
Champion validation
Partnerships with elite athletes like the Anaheim Ducks NHL team, big wave surfer Billy Kempner, and Olympic snowboarder Jamie Anderson showcased the meals’ ability to fuel top-tier performance.
Fresh N’ Lean proved that ready-to-eat meals could be clean, protein-packed, and tailored for high performance, reshaping expectations for both convenience and quality.
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