Industry vet aims to streamline ‘concept-to-market’ process for early-stage companies
October 1, 2012 – Edison, NJ – Beverage and supplement industry veteran Eric Schnell knows a thing or two about the trials and tribulations of launching all-natural consumer products. As the Co-Founder of Steaz Teas and I Am Enlightened Nutrition, and advisor to at least a dozen other companies, he’s spent the majority of his career steering natural product industry brands from concept to reality. With the launch of his latest venture, MetaBrand, he aims to democratize the product formulation, manufacturing, and distribution processes for other entrepreneurs in the all-natural beverage and supplement channels.
Operating from their 4,000 sq. ft. facility in Edison, MetaBrand will offer turnkey, ‘concept-to-market’ solutions for fledgling natural brands. Employing state-of-the art extraction and manufacturing technologies, the entity will quickly and efficiently develop winning formulations for product concepts that are safe, regulation compliant, and scalable.
The MetaBrand launch comes at a time of unprecedented demand for natural consumer goods, which has sparked grocers to place greater emphasis on healthier food and beverage options. Despite the growing demand, many natural product concept originators struggle to see their ideas through to market.
“There are countless great ideas out there in the natural beverage and supplement circles, but so few of these ideas ever evolve into a profitable product that people can buy on store shelves,” said Schnell. “The originators of these great ideas generally lack the experience or the financial wherewithal to tackle challenges such as full-scale product formulation, manufacturing, regulatory compliance, and distribution. At MetaBrand, we’ve pioneered a way to turn these great ideas into a reality in a highly efficient manner.”
Leveraging a broad base of experience and relationships earned over 15 years in the industry, Schnell has assembled a veteran team of over 30 advisors to facilitate all aspects of product development, manufacturing, and launch. From food scientists and compliance experts to marketing, branding, finance, admin and sales support, every facet of the ‘concept-to-market’ process is covered.
“MetaBrand is truly unique in that it is the first comprehensive service provider in the natural beverage and supplement channels,” Schnell adds. “There is no other company that I am aware of that can offer startup brands as much collective industry expertise in such a highly efficient, cost-effective manner.”
In the future, MetaBrands will look to add a private equity arm of the firm, facilitating or directly providing startup capital for promising projects that require financial backing.