SALTY BATCHES
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Client: Salty Batches (own brand)
Campaign: Brand Creation & National Launch
Year: 2026
Region: United States
Role: Co-Founder: Brand, Marketing & Go-to-Market
Building a new candy category from zero: brand, product, and three sales channels in six months.
3,000+ packages sold in 6 months · 30 states reached · 4.95★ average customer rating
The Challenge
Electrolyte products are a crowded aisle of powders, tablets, and sports drinks. They all ask people to stop, scoop, mix, and carry a bottle. We saw a gap for people who sweat outside the gym: golfers, pickleball players, cyclists, outdoor workers. They needed electrolytes but wouldn’t bother with the prep. The challenge was to launch a new format with no budget, no brand awareness, and no retail relationships.
The Insight
Hard candy is a format everyone already knows and carries. Making it zero-sugar and electrolyte-infused turned hydration from a chore into a habit. That became the brand promise: No Prep. Just Pop.
What I Built
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Brand identity and packaging. Created the name, visual identity, voice, and packaging system, plus a creative platform that carries across retail shelves, social, and corporate break rooms.
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Positioning and messaging. Framed the product against powders and tabs (“no scoop, no bottle, no chalky tabs”) and made the electrolyte content concrete and relatable.
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Product launch. Took the product from concept and formulation through manufacturing to a February 2026 launch, then expanded the line with a second flavor, Berry Batch.
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Multi-channel go-to-market:
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DTC: Built and optimized the Shopify storefront, running CRO audits on social proof placement, CTA urgency, and product mix.
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Retail: Secured local placement at Austin sports and recreation partners, including The Picklr and MINT Discs.
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Corporate / B2B: Developed a wellness offer for warehouse and industrial break rooms. Created bulk and branded wholesale SKUs, a standing-order pricing ladder, and a customer case study with Wilsonart.
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Growth engine. Ran integrated social, email, creator, and community programs, including Reels-first content, micro-influencers in pickleball, golf, and endurance communities, and UGC reposts.
Results
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3,000+ packages sold within six months of launch
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4% CVR
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$35 AOV
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Customers in 30 states
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4.95/5 average rating on the flagship Citrus and Berry Batches
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Retail placement in 3 Austin locations, plus a validated corporate wellness channel with 8 locations and offices.
Why It Matters
Most of my career has been building brands for global companies. Salty Batches is where I did it with my own money on the line. I owned every decision from formula to freight to Facebook ad, and learned firsthand how brand, product, pricing, and channel strategy fit together to drive revenue.