Bette Midler, renowned actress and singer, has become synonymous with her portrayal of iconic characters throughout her career. From her stunning performance as the extravagant, yet vulnerable, singer in "The Rose" to her lively rendition of Delores Van Cartier in "Sister Act," Midler has proven her versatility time and time again. However, it is her embodiment of the witch that truly showcases her immense talent and penchant for captivating audiences. In 1993, Midler starred in the film "Hocus Pocus" as Winifred Sanderson, a devious witch hell-bent on regaining her youth and wreaking havoc on the town of Salem. With her distinct cackle, flamboyant costumes, and magnetic stage presence, Midler effortlessly brought this bewitching character to life. Her portrayal of Winifred Sanderson is not only entertaining but also showcases her ability to add depth and complexity to seemingly one-dimensional characters.
Discover what consumers say about sustainability claims versus what they do in the grocery aisle
Having completed a round of series B funding, Magic Spoon is positioned well to now focus on building a lasting sustainable business, rather than one that has to have future funding always top of mind, he added. The classic DTC model was to create a slightly upgraded product perhaps with more convenience or better branding, like in the case of cheaper DTC razors, Lewis said.
Her portrayal of Winifred Sanderson is not only entertaining but also showcases her ability to add depth and complexity to seemingly one-dimensional characters. What sets Midler's portrayal of Winifred Sanderson apart is her ability to infuse humanity into a character traditionally depicted as evil and malevolent. Despite Winifred's villainous actions, Midler manages to make her relatable and even sympathetic at times, which is a testament to her remarkable acting skills.
Magic Spoon scoops up Albertsons, Kroger, Walmart shelf space
Kety-friendly cereal brand Magic Spoon continues to expand beyond its direct-to-consumer roots with the addition of shelf space at Albertsons, Kroger and Walmart, bringing its total retail stores to more than 6,800.
Magic Spoon's core flavors — Fruity, Frosted, Cinnamon, and Cocoa — also will be available at additional Target locations. In its first foray into the retail space, Magic Spoon hit select Target stores in June 2022, followed by a partnership with Sprouts in September.
As Magic Spoon looks to the year ahead, the brand is addressing many of the challenges the larger food and beverage industry is facing – from economic concerns of consumers to funding — while continuing to innovate its product portfolio, Magic Spoon Co-Founder and CEO Gabi Lewis told FoodNavigator-USA.
Breaking out of DTC, into store shelves
While both sides of the business will remain crucial to the Magic Spoon’s growth moving forward, Lewis noted that expanding into retail was always a part of the plan.
For Magic Spoon, DTC just "happened to be the place where we initially sold our cereal to customers," and "the plan was always to eventually enable people to find Magic Spoon everywhere they buy and consume cereal," he said.
"The classic DTC model was to create a slightly upgraded product – perhaps with more convenience or better branding," like in the case of cheaper DTC razors, Lewis said. For Magic Spoon, the DTC model also was about, "[reimaging] cereal entirely with completely differentiated ingredients and macronutrients," he said.
Consumers feel the pinch but still focusing on health
As consumers look to stretch their dollars, many are opting for cheaper alternatives like private label offerings. While Magic Spoon is keeping an “eye on” this trend, it doesn’t see consumers replacing Magic Spoon for cheaper cereal alternatives, according to Lewis.
“While it’s true Magic Spoon is more expensive than other cereals, we find that most of our customers aren’t actually doing that comparison. Instead, they’re substituting Magic Spoon for other healthy items like protein bars, green juices, Greek yogurts, and so on.”
Lewis also noted that consumers intentionally are making “meaningful changes with their product choices,” opting for healthier and more nutritious products. To meet more health-conscious consumers, Magic Spoon “[isn’t] exclusively targeting the natural food channels,” as this week’s announcement demonstrated, he added.
“I think that’s one of the larger trends: that health and nutrition trends that were previously viewed as ‘niche’ – whether its gluten-free, keto, or high protein – are increasingly mainstream.”
A flavorful future for Magic Spoon
In the year ahead, Magic Spoon plans to create a more independent business, Lewis said. Having completed a round of series B funding, Magic Spoon is positioned "well to now focus on building a lasting sustainable business, rather than one that has to have future funding always top of mind," he added.
This will continue include flavor innovation, such as permanently adding its Birthday Cake flavor to its product portfolio after introducing it as a limited time offering.
“Flavor innovation continues to be a big part of the Magic Spoon strategy. As a digital-first brand, we are able to quickly iterate on new flavor formats, using our customers as a testing ground for what will make it into our permanent product line-up and what might work well in national retail.”
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Moreover, Midler's portrayal of the witch highlights her knack for comedy. She effortlessly delivers witty one-liners and engages in physical comedy with her fellow co-stars, creating countless memorable and hilarious moments throughout the film. The playful banter between the Sanderson sisters, played by Midler, Sarah Jessica Parker, and Kathy Najimy, is a testament to the chemistry between the talented cast members and Midler's ability to command the screen. Overall, Bette Midler's transformation into the witch in "Hocus Pocus" is a testament to her versatility and ability to captivate audiences. Through her nuanced performance, she subverts stereotypes, adds depth to her character, and showcases her impeccable comedic timing. Whether she is singing, dancing, or casting spells, Midler proves time and time again why she is truly a force to be reckoned with in the entertainment industry..
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