The Real-World Branding Podcast
About This Show
Real-World Branding is a podcast for and about brand and business building hosted by Bill Gullan, President of Finch Brands. Each bi-weekly episode features a fast-paced interview with a brand development practitioner in an interesting category. Guests talk about their careers and the challenges and opportunities associated with their companies and branding today. Real-World Branding is a smart, practical podcast, focused on what it takes to build, run, and grow successful brands in the real world. For show notes and more, visit finchbrands.com/category/podcast/. Finch Brands is a real-world branding agency headquartered in Philadelphia and a premier, boutique branding agency.
Most Recent Episode
Sweetening the Brand – Kim Holdsworth, VP Marketing at Heartland Food Products Group
< 1 day ago
As the Vice President of Marketing at Heartland Food Products Group, Kim Holdsworth manages global marketing for SPLENDA®, among other things. With her CPG background and insight into managing brands globally, Kim provides a unique perspective on what makes big brands successful. If you like our podcast, please subscribe and leave us a rating!
Kim Holdsworth: You have to understand who you’re speaking with, how they’re using the product and we continue to do that every day. We continue to do the research to understand how consumers are using and thinking about the category.
Bill Gullan: Greetings one and all. This is Real-World Branding. I’m Bill Gullan, president of Finch Brands, a premier boutique branding agency. We’re glad to have you, and glad to have our guest today, who’s Kim Holdsworth, who’s the vice president of marketing at Heartland Food Products Group. It’s a pleasure and an honor to host Kim. As you’ll hear, she takes us through her really interesting career that, right now sees her overseeing the SPLENDA® brand, among other things. But, the SPLENDA Brand for Heartland. Heartland acquired SPLENDA out of J and J, Johnson and Johnson, in September of 2015.
SPLENDA, as one might imagine, has run the gamut during its lifespan from pioneer, and innovator in low-calorie sweetening, to certainly being part of the dialogue that consumers and food service brands have about health and nutrition and taste and all the things that matter.
Kim has a really unique perspective on both the SPLENDA brand, as well as the category. I think you’ll enjoy hearing from Kim Holdsworth.
Bill: Coming to you live from the offices of Heartland Food Products Group, at least the Horsham, PA offices. We’re with Kim Holdsworth, who’s the VP of Marketing at Heartland for brands, including SPLENDA. Kim, thanks for having us.
Kim: Absolutely, thanks for coming in.
Bill: It’s a pleasure. Let’s start as I think we normally do. You have a particularly interesting story, or this brand does. We’ll certainly get into that. A bit about your journey through your career up to this point.
Bill: What you were interested in going into school and coming out and how we