THINKTHIN

thinkThin, now rebranded as think!, has an interesting and inspiring story behind its inception. Let's delve into the details:

1. Origins and Founder:

   • Lizanne Falsetto, a busy, health-conscious single mom, founded thinkThin. As someone always on the hunt for nutritious foods that she could take on the go, Lizanne was dissatisfied with the options available on store shelves.
   • Driven by her high standards for taste and nutritional needs, she decided to create her own protein-rich bar. Little did she know that her personal quest would resonate with a large audience.

2. The Brand's Evolution:

   • thinkThin quickly gained popularity and became a staple in stores across the United States. Its success was fueled by the shared nutritional needs of health-conscious individuals who demanded both taste and quality.
   • The brand's core base consisted of on-the-go women seeking great-tasting, protein-rich food. Their loyalty and passion for thinkThin contributed to its rapid growth.

3. TSG Consumer Partnership:

   • TSG Consumer, an investment firm, recognized the potential in thinkThin. They were impressed by Lizanne Falsetto's leadership and the brand's passionate following.
   • TSG's investment in thinkThin in December 2011 allowed them to work closely with the management team. Together, they developed aggressive growth strategies.

4. Strategic Focus:

   • TSG acted as a partner and advisor, focusing on key aspects of growth. They recruited executives for critical roles and collaborated on marketing and sales strategies.
   • The expansion of thinkThin's product line was a priority. Beyond the core protein bars, they introduced bite-sized versions, hot cereal, and smoothies.

5. Marketing and Innovation:

   • TSG helped develop marketing campaigns that increased brand awareness by nearly 85%. The messaging emphasized the brand's commitment to taste, nutrition, and energy.
   • thinkThin's product offerings expanded to include protein-rich oatmeal, smoothies, and the original protein bars.

6. Impact and Acquisition:

   • In November 2015, thinkThin was acquired by Glanbia, a global performance nutrition and ingredients group.
   • At the time of the acquisition, thinkThin's sales and profit had nearly tripled since TSG's initial investment.
   • The brand's success demonstrated that it wasn't just about dieting; it was about meeting diverse consumer needs with quality products.

7. Rebranding as think!:

   • In 2019, thinkThin underwent a transformation. It rebranded as think!, reflecting a shift in consumer perceptions.
   • The name change aligned with the brand's core message: determination, energy, and wellness.
   • think! continued to offer gluten-free protein bars and oatmeal products, emphasizing quality and taste.

8. New Product Varieties:

   • Alongside the rebranding, think! introduced three new high-protein bar varieties: berries and creme, coconut cake, and double caramel.
   • These bars contain 20 grams of protein and 3 grams of sugar or less.
   • The shift in consumer focus from weight management to overall wellness influenced think!'s approach.

In summary, thinkThin's journey from a single mom's quest for better nutrition to a thriving brand exemplifies determination, innovation, and consumer-centric values. Now as think!, it continues to provide quality protein products for those seeking a nutritious source of energy.