How the Pandemic Is Quietly Giving This Upstart Yogurt Brand an Edge

Company aligns with a major food trend that emerged during Covid-19

lavva yogurts
Lavva is taking advantage of the vogue for plant-based foods to grab market share in the yogurt category. Lavva

Even for brands in essential industries, the pandemic probably isn’t the best time to launch a new product. In major cities, 1 in 5 consumers remain out of work. In July, over half of consumers reported that they’d cut back on all discretionary spending. And the Congressional Budget Office has forceast that, long term, the American economy stands to lose $7.9 trillion.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.