Recess x Brightfield - Using Insights to Validate new Need State Opportunities

In the ever-evolving beverage industry, standing out requires more than just a unique product; it demands a deep understanding of consumer desires, market trends, and the agility to adapt swiftly.

Recess, a trailblazing brand in the wellness beverage space, has not only introduced innovative products but has also mastered the art of staying ahead of the curve. While getting its start with a hemp beverage, the brand quickly need to pivot into the emerging “relaxation” beverage space.

Since Beverage is such a saturated market, Recess needed to carve a niche for itself, by validating the relaxation opportunity and creating a product that appealed to retailers beyond CBD. 

Recess leveraged Brightfield Group's syndicated Consumer Insights & Social Listening data that covers 200+ Food & Beverage products and ingredients to navigate the launch of their new Magnesium based relaxation beverage. 

The insights they used helped to: 

- Validate who the Relaxation consumer was, and the opportunity within that segment for beverage

- Align ingredients - identify that Magnesium was a functional ingredient that appealed to this segment

- Clearly target Retail opportunities - bring the insights to retail partners to expand on shelves

Empowered with Brightfield insights, Recess reached mainstream shelves while others that
started in the hemp category have fallen off. As their CFO, Chris Crowe said: 

"“The team is phenomenal and dedicated - not just to having a portal -
but to constant improvement. It’scontinued advancement. The data gets better, the story gets better, it gets just deeper and deeper.
My biggest thing is: you listen. When [Recess] is talking about what’s important to us and what we're looking for,it actually happens [in the portal].”

-
Chris Crowe , CFO, Recess