Fictional demonstration — Hearty Pint is a synthetic company. Every figure is illustrative, not a real result.
MOST Breakthrough Brief
Hearty Pint · Fictional Demo

Fictional Demo · Hearty Pint · Breakthrough Brief · January 2026

You have the distribution.
Now let's build the demand.

6,800 doors. ~$8–9M run rate. The only high-protein ice cream sweetened without sugar alcohols — and almost no one knows it exists. The velocity gap isn't a product problem. It's an awareness problem. This is the 90-day sprint that fixes it.

1.4
Units / store / week today
→
2.8
Category average · the prize
Built on first-party client data

This Brief is built on Hearty Pint's own performance data — Instacart repeat-purchase behavior, the analytics audit, retail velocity, and the kickoff & sales-call sessions — plus category benchmarks. Every company figure here is synthetic; this is a demonstration of the analysis, not a real client result. Competitor nutrition panels are real and label-sourced — see the footer.

The Opportunity in One Line

"We're the biggest ice cream company nobody's ever heard of."

— Wes, Co-Founder. The whole strategy follows from that sentence: the product is proven, the shelf presence is national, and the only missing ingredient is awareness.

0
Retail doors nationwide
$0M
Annual run rate · near-zero marketing
0g
Protein per pint · 3× the freezer aisle
Everyday Table
Best Healthy Frozen Desserts

What's working

  • 6,800 doors across Kroger, Albertsons, Target, Publix, Wegmans — national distribution most brands spend years chasing
  • The only high-protein ice cream sweetened without sugar alcohols — 20g protein per serving, 60g per pint, 0g added sugar
  • Extremely sticky — repeat cadence accelerates from 12 days to weekly once trial happensHearty Pint Instacart repeat-purchase data
  • Everyday Table "Best Healthy Frozen Desserts" — national editorial recognition from a mainstream household audience

What's holding it back

  • 1.4 units/store/week vs. 2.8–3.2 category average — a velocity gap worth millions
  • <$12K total top-of-funnel spend — suboptimal targeting and creative, no awareness engine
  • Bottom-of-funnel only — Instacart spend targets people already searching for "sugar-alcohol-free ice cream," which almost nobody does
  • Identity skews fitness — while the biggest growth audiences are explicitly not fitness people
The gap is 100% an awareness problem, not a product problem. Everything in this Brief is engineered to convert distribution you already have into trial — because once people try Hearty Pint, the data shows they keep coming back.

The Product · Why It Wins

Triple the protein. Zero added sugar. Zero sugar alcohols.

The better-for-you pints solved calories. None of them solved protein — Halo Top and Ben & Jerry's both land at 6g a serving. Hearty Pint more than triples it, with no added sugar and no erythritol aftertaste. The decision criteria shift from "which flavor" to "does it actually do something for me?"

Hearty Pint Classic Vanilla Bean pint
Classic Vanilla Bean
Hearty Pint Rich Chocolate Fudge pint
Rich Chocolate Fudge
Hearty Pint Ripe Strawberry Swirl pint
Ripe Strawberry Swirl

Three SKUs, one panel story. Every flavour carries the same 20g / 0g / 0g — so the shelf message never has to change per flavour.

Per serving · 2/3 cup (85g)Hearty PintHalo TopBen & Jerry'sBreyers
Protein20g6g6g4g
Added sugar0g4g32g14g
Sugar alcoholsNone5g erythritolNoneNone
Calories15090350170
Total fat3g2g18g8g

SKUs: Halo Top Light Vanilla Bean (1 pt) · Ben & Jerry's Chocolate Fudge Brownie (1 pt) · Breyers Natural Vanilla (1.5 qt). Per pint (3 servings): Hearty Pint 450 cal / 60g protein · Ben & Jerry's 1,050 cal / 18g protein / 96g added sugar.

Halo Top wins the calorie row, and we say so. Their whole brand is 90 calories a serving and we're not going to out-argue it. The point is that they never solved protein — 6g, identical to Ben & Jerry's. A comparison that concedes one row survives scrutiny; one that sweeps every row invites it.
"Every other pint asks you to give something up. This is the only one that gives you something back." — Cam. Don't win the taste argument against Ben & Jerry's; change what the shopper is deciding on.

The Proof · This Product Converts

Once people try it, they accelerate into weekly buyers.

Instacart repeat-purchase data shows the interval between orders shrinking with every purchase. The product sells itself. The only bottleneck is trial.

Read it as a flywheel: the shrinking interval is a rare, hard signal that the product overcomes the "healthy dessert = chalky and icy" skepticism on the first spoonful. Every dollar we spend to buy a first trial compounds into a weekly habit — which is exactly why an awareness engine pays back here when it wouldn't for a weaker product.

The Analog · Best Day Brewing

We've run this exact play before.

Best Day Brewing had an identical profile: a great product in thousands of doors, growing on word-of-mouth alone. MOST found the overlooked audience, built the top of funnel, and the business changed shape.

MetricBest Day (before)Best Day (after)Hearty Pint (now)
Retail doors6,5006,500+6,800
MarketingWord-of-mouthMOST top-of-funnel<$12K total
Category rank#10#2Category of one
Revenue$8M$18M~$8–9M
ROAS · timeline—5.5–9× · 6 months—
Great product + distribution ≫ awareness → find the overlooked audience → go viral. Best Day grew 125% in a year. Hearty Pint has the same structural edge in its own aisle: no other protein ice cream can make the no-sugar-alcohol claim.Best Day Brewing is a real MOST engagement — the one non-synthetic case in this demo

One Experiment · Free Preview

Here’s what a recommendation looks like when it’s ready to run.

A concrete move, the expected upside, and the early signals that tell you whether it’s working.

Instacart · Test 1

Lead every listing with "High Protein Ice Cream (60g Protein Per Pint, No Sugar Alcohols)."

The value prop is currently invisible in search — the title truncates before "protein." Renaming every SKU is free and makes all downstream Instacart spend more effective immediately.

Early signals to watch

  • Impression-to-detail-page rate up within week 1
  • Organic conversion +15% by week 2

You’ve seen one experiment

Unlock the strategy behind it—and the rest of the roadmap.