Rickland Orchards LLC, which was purchased for $57.5 million by B&G Foods Inc. (NYSE: BGS) in October, married consumer and customer insight to create its brand, according to co-founder Michael Sands, a panelist at ACG New York’s Consumer Brands Conference.

Rickland took consumer insight, the popularity of Greek yogurt, and married it with customer insight, Sands says. The company sells Greek yogurt covered granola bars and other snacks. Given the high sales of Greek yogurt, adding the product to the dry goods section of stores gave dry goods grocery buyers a way to compete with the people stocking the Greek yogurt. 

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