How Ninja Creami became a viral hit
About Mark
- CEO of SharkNinja, scaling it to $6B+ revenue by 2025
- Led SharkNinja into 37 product categories and 26+ countries
- Built two multi-billion dollar brands from scratch, no revenue acquired
- Launched 25+ new ground-up products annually
- Secured 40% share of the blender market (2023) with Ninja products
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On Masters of Scale, SharkNinja CEO Mark Barrocas explains how the Ninja Creami took off almost entirely on its own. After launching in 2021, consumers started experimenting with protein shakes and turning them into ice cream, sparking a massive creator community the brand never planned for.
Transcript
Note: Transcripts may be automatically generated and are not fully corrected for spelling, grammar, and formatting.
99.5% of the content every month on the Ninja Creamy is generated by consumers. We saw this insight that consumers at home were kind of nesting more, like investing in their homes and investing in their families. There was another insight which was more and more allergies and more and more dietary restrictions. The original insight was all these pieces converging and saying, what could we do to make this at-home ice cream experience? And so we came out with the product in 2021. Consumers on their own started saying, wow, we're making protein shakes. What if we took those protein shakes and what if we turn them into ice cream? And it started this whole trend of protein ice cream. And that catapulted this whole kind of creator community that started developing lots and lots of different things you could do within the Creamy.
