Vegan Savage Soy Gelato × 7-Eleven Nationwide Channel PM Case Study
B2C food-brand channel development | A pull strategy that made a major retailer reach out first
How a soy-based vegan gelato brand used a pull strategy to enter 7-Eleven's nationwide channel, then used unit economics and return-rate structure to shape product decisions.
Channel and packaging evidence
Actual 7-Eleven freezer placement and final listed packaging.
Shows Vegan Savage soy pops with shelf pricing in an actual convenience-store freezer.
After the channel questioned the MVP packaging, we delivered a final package within two weeks so the pop line could pass listing review.
Product
Vegan Savage Soy Gelato was a vegan frozen-dessert brand built around soy milk. I chose soy milk over other plant milks because it has strong nutrition among plant-based milks and is very familiar to Taiwanese consumers, which lowered education cost.
I chose Vegan Savage as the English brand name because I was an Indigenous Taiwanese founder building a vegan food brand. The name was meant to carry both identity and contrast: Indigenous roots, plant-based values, and a deliberately bold position in a conservative retail category.
| Product line | Spec | Market price |
|---|---|---|
| Gelato | 10 flavors, 3.5 oz cups | NT$90 |
| Pops | 10 flavors | NT$45 |
| B2B tubs | 2000 ml / tub | NT$450-600 |
The full portfolio contained roughly 50 SKUs.
Key achievements
I tend to turn abstract numbers into physical scale. Stacked by 3.5 oz scoops, the gelato sold was about the height of 1.5 Taipei 101 towers; the pops sold were about 3 Taipei 101 towers.