Consumer Permission Testing

A discussion on how Hint expanded beyond water into other product categories by listening to customer feedback and testing market opportunities.

Core Business Foundation

• Built a profitable standalone company
• Grown consistently for 15 years
• Strong offline and online direct-to-consumer presence
• Established brand recognition and trust

Approach to Category Expansion

• Wait for consumer permission/demand

  • Listen to customer requests and feedback
  • Only expand when customers actively ask for solutions
  • Test market acceptance before full commitment

• Focus on Health-Conscious Solutions

  • Address specific consumer needs (e.g., coconut allergies)
  • Create products without harmful ingredients
  • Maintain focus on healthy alternatives

Product Development Strategy

• Start with Core Product

  • Don't launch multiple categories immediately
  • Build brand strength in primary category first
  • Establish consumer trust before expansion

• Careful Testing Process

  • FDA approval requirements for certain products
  • Shelf-life testing for natural ingredients
  • Quality control across categories

Current Product Categories

• Beverages

  • Still water (original product)
  • Carbonated water (Hint Fizz)
  • Caffeinated options

• Personal Care

  • Sunscreen (with natural essences)
  • Deodorant (coconut-free natural option)

Business Philosophy

• Focus on Quality Over Quantity

  • "Do a few SKUs well"
  • Don't try to be in thousands of categories
  • Maintain product integrity
  • Let consumer demand guide expansion

• Help Consumers Get Healthy

  • Address specific health concerns
  • Create products that solve real problems
  • Maintain focus on clean ingredients