When Tim Snyder took over as CEO of Jordan’s Skinny Mixes in 2022, he inherited a model constructed on one lady’s mission to make cocktails more healthy. Two years later, he’s steering the Clearwater, Florida-based firm into a brand new period of development—increasing retail partnerships, launching energy-boosting syrups and fueling viral social media moments.
In an interview, Snyder shares insights into the technique, operations and product experimentation which have led Jordan’s Skinny Mixes to scaling success.
Share the story of how Jordan’s Skinny Mixes got here to be and the way your manufacturing operations are arrange.
Jordan’s Skinny Mixes was based in 2009 by Jordan Engelhardt, who observed that liquor retailer cabinets had been filled with cocktail mixers loaded with sugar and empty energy. Decided to provide her favourite cocktail recipes a more healthy makeover, she grabbed some limes and set to work, realizing others would recognize a scrumptious but better-for-you cocktail choice.
The model was created to assist individuals benefit from the drinks and desserts they love whereas maintaining to their well being and wellness objectives. Our imaginative and prescient is to make on a regular basis moments merely sweeter.
Over time, we’ve constructed an operation that permits us to keep up high quality, reply rapidly to traits and scale effectively. Now we have arrange our provide footprint within the Midwest in order that we will get to the vast majority of the customers and clients in 48-72 hours. With manufacturing in Indiana and Illinois and warehousing in Ohio, this additionally centralizes the place our product is made and shipped. From right here we’re capable of serve each our retail clients, distributors, wholesalers and ecommerce companions.
Since becoming a member of the corporate in 2022, you’ve got spearheaded a number of initiatives to reshape the corporate’s development trajectory. How’s that going?
Our development has been excellent during the last three years and we’re excited to proceed to broaden our footprint. We’ve continued to achieve success by leaning into what our neighborhood values most: daring taste selection, health-conscious formulation and accessible methods to improve day by day routines. This method has resulted in triple-digit development and expanded attain throughout direct-to-consumer, e-commerce, brick-and-mortar retail and wholesale.
We’ve constructed robust multichannel momentum by tapping into cultural and social traits in a means that feels genuine. From sparking #Watertok with greater than two billion views to launching merchandise that match how individuals reside and store right now – together with our Sauce line and sugar-free Soda assortment, our development has been fueled by a deep understanding of our clients and a dedication to creating merchandise that interact and excite them.
With greater than 100 flavors in our portfolio, Jordan’s Skinny Mixes is extremely customizable for extra than simply your sipping wants. We’re offering limitless mix-and-match potentialities and versatile use circumstances to make it simple to create your excellent drink, all whereas offering nice worth and financial savings at accessible costs.
Whereas now we have a powerful direct-to-consumer enterprise and broad presence in main retailers like Walmart, Goal and Kroger, and different regional shops equivalent to HEB, Meijer and Wakefern—in addition to on digital marketplaces equivalent to Amazon, Faire and Instacart—we’ve additionally made a strategic effort to broaden our conventional retail footprint. It’s vital to us that our core flavors are stocked in shops nationwide, so clients can simply discover us at their native mass retailer, grocery retailer or membership retailer.
In 2023 your organization obtained the Bronze Ecovadis Sustainability score. Inform us the importance of that.
Receiving the Bronze EcoVadis score in 2023 was a significant milestone for us. The popularity displays the work we’ve performed to ascertain robust sustainability practices throughout our enterprise. It reinforces our dedication to doing enterprise in a means that’s higher for our clients and the planet. We see sustainability as a unending objective and can proceed to put money into programs and processes that help that long-term influence.
Our ESG process power is working arduous to proceed figuring out areas of enchancment and actively making progress towards them.
What’s subsequent for Jordan’s Skinny Mixes?
We’re persevering with to construct on our momentum with new distribution, new product improvements, expanded retail partnerships and much more methods for customers to take pleasure in our merchandise throughout totally different moments of their day.
We just lately launched our power syrup line, designed to provide customers a customizable caffeine choice with out added sugar, thriller substances or the excessive worth of conventional power drinks. With barely extra caffeine than a cup of black espresso per serving, it places the ability again within the fingers of the buyer to resolve how a lot of a lift they need.
On the identical time of our power syrup launch, our partnership with Walmart expanded to now put our naturally sweetened espresso syrups on retailer cabinets nationwide.
Trying forward, now we have some thrilling new flavors popping out over the vacation season and can reveal our Harvest flavors in August this yr. Pumpkin spice has all the time been the main taste throughout this season, however we’re releasing quite a few new cozy flavors and enjoyable limited-time flavors to convey the Halloween spirit to mugs throughout the nation.
