Nutrition Business Journal

Ideasphere Spends Year Restoring Relationships and Twinlab Brand

Q&A with Robin Tubbs Crossman, Chief Insight & Innovation Officer for IdeaSphere Inc.

NBJ: What are the pitfalls of crossing a brand into new channels?

RC: The temptation of reaching a vast new group of customers can definitely come with a price—take it from someone who knows! When we purchased Twinlab in December 2003, there was a perception that Twinlab had abandoned its loyal natural retail customers, the same retailers who helped make Twinlab a success in the first place.

Crossing into new channels with the same brand can be done, but you

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