- American Pregnancy Association endorses Nightfood ice cream as the official recommended ice cream for pregnant women
- APA Endorsement could drive the rapid growth investors are looking for, says NGTF CEO
- Nightfood is significantly more nutritionally appropriate for pregnant women than other ice cream on market
Nightfood Holdings Inc. (OTCQB: NGTF) founder and CEO Sean Folkson recently joined Stuart Smith on SmallCapVoice.com (http://ibn.fm/8Nnnf) to discuss the announcement that NGTF’s better-for-you ice cream is now the recommended ice cream for pregnant women all across the United States, a market of over three million women. This official endorsement comes from the American Pregnancy Association (APA), and it carries significant weight for Nightfood’s market penetration.
In the interview, Folkson discussed the media buzz created by the new endorsement from the APA (http://ibn.fm/iv0gj). The February 20 announcement is a “total game-changer” for the young company, according to Folkson. “This is going to give us the level of demand that’s going to drive the kind of growth that I know our investors – and I guess all investors – are looking for,” he said.
Noting that more than 10,000 new women join the pregnancy demographic every day, Folkson observed that communication and product recommendations within the demographic are exceptionally high and each woman is powerfully committed to making expert-recommended changes to ensure both their health and the health of their babies. That makes the recognition as official ice cream particularly actionable, said Folkson.
“We believe that pregnant women are going to take the guidance from the American Pregnancy Association,” he said. “They’re going to hear about this from their service providers. They’re going to hear about it from each other and from the media that is coming… We expect women to gravitate to Nightfood in massive numbers.”
While Nightfood ice cream wasn’t formulated or designed with pregnant women in mind, it didn’t take the company long to recognize that its commitment to providing a healthier, and more nutritious ice-cream dovetailed perfectly with the nutritional needs of this high-consumption demographic. “With more protein, fiber, calcium, magnesium, and less sugar, fewer calories, as well as ingredients to tackle nighttime heartburn, Nightfood is a more nutritionally appropriate ice cream for pregnant women than anything we’ve ever seen on the market, based on recommendations from the American College of Obstetrics and Gynecology, the Mayo Clinic, and general expert consensus on prenatal nutrition,” said APA President Lynn Handley.
While Nightfood has received several awards and been nationally recognized since it released its first pint of ice cream last year, the APA recommendation is particularly significant as the company looks to broaden distribution. “With pregnant women, we’ve got a consumer base that is out there, and they’re aggressively looking for new products and services to deal with in their new situations,” said Folkson. “We’re going to grow volume and velocity and revenues, which is news, but from a supermarket standpoint, how can you as a category manager decide that you’re not going to carry the official ice cream of the APA? That’s risky business for them, and I think that’s going to present big opportunities for us.”
In addition to supermarkets, Nightfood is looking to expand distribution through what Folkson called “a whole pregnancy media,” including magazines, subscription boxes and other efficient ways to reach the target pregnant audience and introduce them to Nightfood ice cream. “I think it can take on a life of its own where anybody who is going onto a message board or just reading a blog, they’re not going to be able to avoid us,” he said. “They’re going to hear about Nightfood from many different directions.”
Folkson was right. In the last few days, two of the largest pregnancy media outlets have done features of Nightfood ice cream as a result of the endorsement. Both BabyGaga (http://ibn.fm/gXsDc) and TheBump (http://ibn.fm/uxubX) covered the news this week, and Nightfood was also featured on The Rachael Ray Show on Monday, February 24 (http://ibn.fm/dZ794). More major media hits are likely to follow for this brand, which has previously been featured on The Today Show, Oprah Magazine, The Wall Street Journal, Fox Business, USA Today, and many more major outlets.
“The pregnancy piece with this huge customer base gives us the opportunity to get off to a fast start where there’s built-in demand,” Folkson continued. “Anytime we roll into a new supermarket, there will be people there looking for the ice cream. I think that gives us a very strong foundation, and I think from an investor’s standpoint, it probably gives a tremendous amount of stability to the company because we no longer have to wonder about where our foundation revenue and sales volume is going to come from.”
By helping consumers solve their night snacking in a better, healthier and more sleep-friendly way, Nightfood is establishing the leading position in the nighttime-snacking category where American consumers are generally dissatisfied with their options yet are still spending more than $50 billion annually. Nightfood is the creator of delicious, award-winning and better-for-you ice cream formulated by sleep and nutrition experts.
For more information, visit the company’s website at www.Nightfood.com
NOTE TO INVESTORS: The latest news and updates relating to NGTF are available in the company’s newsroom at http://ibn.fm/NGTF
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