KLS presents "Together Talks" feature #25 with KOS

"Together Talks" feature #25: KOS

Some Background on KOS

Today's edition of "Together Talks" campaign, KLS is joined by Spencer Lynn, Northeast regional manager, of KOS. The cornerstone of human nutrition is protein, and the KOS mission begins there. They produce a vegan, plant-based protein. This is a proprietary formulation they mix in small, artisanal batches in their own lab. You won’t find KOS in your local grocery hangar, huge plastic tubs of weird powder stacked into impulse-buy pyramids. They want to get personal, have a conversation. They offer a small-batch, boutique, totally plant-based protein product made out of the good stuff that springs from the soil. Transparent ingredients transparently sourced. Their mad scientists are farmers.

Plant based

The company began in 2017, but the product was first launched in 2019 via DTC and through Amazon. In a short 6 years, they have grown to nearly 50 employees. Currently, they are found nationwide in retailers such as Kroger, Walmart, Vitamin Shoppe, Whole Foods, CVS, Walgreens, Stop & Shop, ShopRite, among others. They actually just began an initial rollout at Dick's Sporting Goods as well.

KOS believes the biggest differential for their product is the taste. During our talks with Spencer, he mentioned the segment of protein users in plant vs animal stays separate usually speaking. As a result, the competition for KOS is strictly in the plant niche of protein. On top of being superior taste, the product is USDA-certified organic. Also, there are no artificial sweeteners used in any product.

They take pride in their brand and image. Spencer believes that the packaging jumps off the shelf especially compared to competitors. The company works with an award-winning graphic designer out of Colombia who creates a unique label for every SKU. Spencer equated their image to being a kid and picking out your favorite cereal box, "seeing our product on the shelf just makes you excited, it is visually appealing."

KOS has relied heavily on their loyal fan base. The user-generated reviews have been a huge component for them specifically through their Instagram and TikTok. The word-of-mouth advertising they believe is their strongest ally and they are grateful for their loyal following. The support enables them to grow not just a company, not just a brand, but a community. And this is most relevant, later on in the interview when you see the social impact they have made.

Quick Growth

Their main focus is ascending to become the top plant-based protein in the country. Recently they have made huge strides as they have grown to #6 on the MULO (Multi Outlet) report. Speaking with Spencer he told us that the main goal for 2023 is to take over the # 5 spot. He said it won't be easy, it will require them to continue their drive and work ethic that brought them this far, but the company is eager to accomplish this lofty goal. Rapid ascent in three short years is no small feat.

Spencer was kind to share that the company is developing LTO proteins to be launched later this year. The tentative plan is 6 unique flavors and based on response and demand 1 or 2 will become permanent new additions to the product line. Stay tuned for later in 2023 to catch these LTO releases!

Community

When talking to Spencer and learning about KOS, their biggest achievement might be sales, but not in the way you think. KOS is partnered with Feeding America. For every product sold by KOS, 1 meal is donated to Feeding America.

With April being, Earth Month (check out more of their efforts here), the CEO sent out an updated number count of meals donated on 3/31/2023. The company had donated...

3,775,968 MEALS SINCE 2019!!!!

From their website, check out their incredible mission, Project 10 Million Meals here.

And that is the beauty of this company, they combine everything- The Customers, KOS, Feeding America to ultimately give back. Everything is intertwined and it is amazing to see they are closing in on halfway to their goal! Spencer also said that they are able to partner with Feeding America to coordinate the meals to areas where the product was bought as a way to strengthen those communities.

The Journey

Speaking with Spencer we asked how he found KOS. He told us that he went to the same university as the CRO of the company, Derek Dearwater. They had been in contact over the years as Spencer was in the sports nutrition industry, on the ingredient supplier side. He told us he finally got an offer he couldn't refuse and joined the team.

We asked what challenges he faced transitioning from selling to buyers needing an ingredient to now buyers wanting your product on their shelves. "It was a bit tough just learning the lingo, jargon, the math of the retail side. But I wouldn't be here if it wasn't for Derek and Mike Remes, National Sales Director. Those two are so brilliant and the amount of guidance, coaching, education I have received is incredible. They made the transition seamless, I joke I should be paying them money for the tutelage I've received."

And that is just a small aspect of what makes KOS so special in Spencer's eyes. When asked about the culture you could just see the joy and happiness across his face and demeanor. "Not one bad thing to say, everything is great, a lot of us work remotely which creates a laid-back situation, but we all work so hard and grind and that is evident by our growth and success. Our communication across the board is excellent and it allows us to continue to reach new heights."

That level of trust and commitment translates to production as well. Spencer was tasked with telling us his favorite aspect of being a part of the KOS team and he referenced it is the wins they get to celebrate. From meeting with a category manager and pitching them, then the negotiations, to the product hitting the shelf, and being able to see it in person. "Not much compares to that cycle, so much goes into it so we try not to ever take the wins for granted." There was one that was special to him that was recently just completed. He pitched at Dick's Sporting Goods headquarters in Pittsburgh. Spencer lives in Pittsburgh and grew up in the area. He told us how when he was little that was one of his fondest memories of traveling to Dick's Sporting Goods with his family prior to sport season to gear up. "To be able to now years later pitch to them, complete the sale, build a new partnership. Full circle." We joked, we were typing full circle in our notes the minute he said it. Perfect timing!

We followed that incredible story up and asked Spencer to one-up it if he could. He told us Dick's Sporting Goods pitch always comes to mind, but there was another one recently. Wakefern, they began pitching in March 2022. Due to some restructuring, they ended up going through three category managers over the year. Each time a new manager came on board, KOS had to restart the process. After 13 months the product is finally going to be on the shelf April 23. Spencer told us that level of dedication and perseverance makes it all worth it.

In Closing

Super fun chat with Spencer and thank you for sharing the KOS story with us. A great edition for today's "Together Talks". Keep up to date with KOS from their social media below:

Facebook

Instagram

YouTube

TikTok

LinkedIn

KOS also has their own blog, check it out here!

Additionally, if you're still on the fence see where Forbes Health named them one of the best vegan protein powders here.

Thank you Spencer and KOS for sharing with KLS for this edition of "Together Talks".