How Amy's Kitchen Built a Brand Based on Values With Ritu Mathur, VP of Marketing at Amy’s Kitchen

From Persona To Personal

Ritu Mathur is the VP of Marketing at Amy's Kitchen, a prominent producer of organic and plant-based foods. With over a decade in the food industry, she previously served as a Senior Director at Cliff Bar, initiating a value-based equal pay campaign for Luna Bar. She collaborated with the US Women's National Soccer Team and Venus Williams to advocate for gender equality in sports. Ritu also contributed to the Outshine and Drumstick brands at Nestle and recently consulted for Peloton on its global brand strategy.

What you’ll learn in this episode:

As brands are routinely learning, changing your product or messaging is often necessary to adapt to the modern era. What about a 30-year-old brand whose primary products are healthy meals found in the frozen food section? What pivots have been necessary over its lifespan?

Ritu Mathur, a brand marketing leader with experience creating and growing natural and lifestyle brands, refuses to stray from her brand’s original values — which has been critical to its prolonged success. Many consumers spend their money based on companies with values they align with. Amy’s Kitchen has attracted customers who value sourcing organic produce and pay close attention to how food is made, minimizing waste and a negative impact on the planet. Most importantly, Ritu notes that the food tastes good and consists of only ingredients consumers would recognize and use in their own recipes.

On this episode of From Persona to Personal, Roger Hurni visits with Ritu Mathur, VP of Marketing at Amy’s Kitchen, about building and sustaining a brand around consumer values and why the brand has remained successful over the years. Ritu also shares marketing strategies and the communication approaches that have worked for Amy’s, how the brand stands out among the competition, and some subpar advice she learned from.