Trending: Pet Food Finding your 'hero product' with Russell Breuer of Spot & Tango
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Feb 26, 2025 
Russell Breuer, Founder and CEO of Spot & Tango, shares insights on how a 'hero product' can propel a pet food brand to success. He discusses the innovative Unkibble and the need for brands to adapt to consumer feedback and evolving trends. Russell also candidly recounts the challenges of launching during the pandemic, stressing the importance of agility and maintaining brand identity in a saturated market. His advice? Embrace risks, listen to customers, and stay true to your mission to thrive in the competitive pet food landscape.
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What A Hero Product Really Means
- A hero product is a product that has achieved rapid product-market fit and drives disproportionate consumer demand.
- Spot & Tango's fresh frozen recipes initially fulfilled that role by resonating with consumers seeking human-grade pet food.
Combine Research With Customer Feedback
- Start hero-product discovery with internal ideation and desktop research to spot patterns and feasible ideas.
- Then solicit targeted external feedback through surveys, calls, and focus groups to validate use cases and price sensitivity.
Launch During COVID Sold Out In Four Days
- Spot & Tango launched Unkibble in April 2020 during the COVID pandemic and sold through expected inventory in four days.
- That success forced them to rapidly innovate their supply chain to meet unexpected demand.