Redefining Candy Aisles: How Katie Lefkowitz, Founder of Harken Sweets, positions her brand on shelf amongst Industry Titans

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In this episode of Shelf Talks, host Roberta interviews Katie Lefkowitz, founder of Harken Sweets, a brand dedicated to creating healthier candy alternatives. Katie shares her journey from a healthcare background to the food industry, driven by personal health challenges and a desire to make indulgent treats that are also good for you. The conversation explores the challenges of finding the right manufacturing partners, the strategic decision to partner with major retailers like Walmart, and the importance of effective marketing and consumer engagement in building a successful brand. 

In this conversation, Katie discusses the evolving landscape of consumer preferences towards natural and functional ingredients, the importance of effective inventory management, and building strong relationships with retailers. She shares insights on team dynamics, her daily responsibilities as a founder, and the emotional connection she has with customers. Katie also reflects on lessons learned from retail experiences, future product development plans, and the strategic vision for Harkin Sweets, emphasizing the significance of pricing strategy and consumer perception.

Major Takeaways:

• Katie transitioned from healthcare to food after a personal health diagnosis
• Harken Sweets aims to create healthier candy options without sacrificing taste
• Her retail strategy focused on partnerships with retailers that align with their vision
• Pitching to retailers requires a deep understanding of the market and product
• Sampling and demos are key to consumer engagement and sales
• Hiring trustworthy team members allows for effective delegation
• Understanding customer behavior is essential for retail success
• Packaging changes are a constant in the retail industry
• Pricing strategy should align with consumer expectations

Chapters

00:00 Introduction to Harken Sweets and Katie Lefkowitz
04:17 The Birth of Harken Sweets: A Healthier Candy Alternative
09:50 Retail Strategy: Partnering with Walmart
21:41 Mastering Replenishment and Inventory Management
27:59 Retail Insights and Lessons Learned
30:50 Future Product Development and Growth
31:20

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