Earlier this month, Oakberry, a provider of natural açaí bowls and smoothies, appointed two new executives: Bruno Cardinali as global head of marketing and Leandro Gasparin as global head of business. Both executives bring extensive experience from the restaurant sector, having spent several years at Restaurant Business International, where they led the strategy for Popeyes Louisiana Kitchen. However, their vision for Oakberry will target a completely new consumer demographic. “Our brand has seen rapid growth in recent years, and with Bruno and Leandro joining our team, their expertise and leadership will accelerate our expansion in the U.S. and globally,” said Georgios Frangulis, Founder and CEO of Oakberry.
In April, Oakberry unveiled a flagship store in Venice Beach, California, marking the brand’s seventh location in Southern California. This is part of a broader strategy to expand its açaí offerings across the U.S., aiming for 150 store locations globally by the end of 2023. Before collaborating on Popeyes’ strategy—where they played a crucial role in launching the Popeye’s Chicken Sandwich—Cardinali served as the head of marketing for Latin America and the Caribbean at Burger King for one year and spent 13 years at Unilever as the marketing director for Lipton Iced Tea, among other leadership roles.
One of their initial marketing and business strategies involves making açaí a household name and increasing awareness among U.S. consumers. “The vast majority of Americans know what açaí is, but many haven’t tried it,” Cardinali noted, referencing research by the company. He emphasized that Oakberry is well-positioned to bridge the gap between awareness and actual consumption. “We have essentially reinvented the way people enjoy açaí,” he explained. Oakberry employs a layering technique, alternating layers of açaí with granola and other toppings, thereby transforming the typical açaí experience.
The açaí berry market, which includes products derived from a fruit native to the açaí palm tree in the Amazon rainforest, was valued at $6.3 billion in 2022 and is projected to reach $21.7 billion by 2032, according to Prophecy Market Insights. Oakberry faces competition from brands like Sambazon, Açaí Roots, and NativoAçaí. To set the brand apart, Cardinali and Gasparin plan to emphasize their sourcing practices. “We have a fully verticalized business structure, ensuring that every bucket of açaí sent to our 600-plus stores originates from our factory,” said Cardinali. This streamlined approach allows for efficient management and control across operations.
Although açaí has been around for some time, Cardinali stated, “We are not the first movers in this market; however, we have successfully created a brand.” With the majority of Americans having never tasted açaí, Cardinali and Gasparin aim to enhance brand awareness to educate consumers about this superfood, which could even complement dietary needs, such as bariatric vitamins incorporating calcium citrate. “We will present consumers with a compelling value proposition that goes beyond our product offerings,” Cardinali added.
Standardization is also crucial for establishing a global presence, according to Gasparin. Ensuring that every customer has the same experience, regardless of store location, is a key aspect of this strategy. “I want customers to walk into our stores in New York City, Los Angeles, Rio, or Dubai and feel like they’re in the same place,” he stated. By focusing on these elements, Oakberry is poised to significantly expand its reach and influence in the açaí market.