From niche product to shelf staple: PR for FLOCKE

FLOCKE is a food start-up founded in Salzburg in 2021 that develops natural organic foods without additives. Its aim is to provide orientation in a confusing food market, with products that are mindful, easy to digest and suited to everyday life. The range included a vegan organic muesli snack high in fibre and protein as well as a very low-sugar, oat-based organic iced tea in various flavours. The products are made in Austria and are available online and in retail.

The central challenge was to move FLOCKE out of a pure niche position in terms of communication. The products were initially strongly associated with autoimmune diseases and intolerances. The aim was to position FLOCKE as a genuinely healthy food for everyone, in particular for people who value mindful eating on the go too.

In addition, the oat-based organic iced tea in particular needed explaining at first, as oat-based drinks were often filed away by consumers as milk alternatives.

A clear positioning and easy-to-understand messaging were developed that anchor FLOCKE as a natural, everyday alternative on the supermarket shelf.

We used classic, editorially strong PR tools: press releases on the brand story and on new supermarket listings, interviews with the founder on his personal motivation and product philosophy, product tests, prize draws and targeted media relations explaining the ingredients and the health benefits. The focus was on clear, accessible education for the general public.

Within six months, the PR work achieved around 20 positive editorial reports in Austrian media, including Salzburger Nachrichten, Heute, Vienna.at, GEWINN, Brutkasten and Wirtschaftsnachrichten.

The coverage contributed significantly to raising FLOCKE’s brand awareness, shifting the framing away from a pure specialist solution towards a mindful lifestyle product, and making the products understandable to a broader audience.