The CPG Guys Podcast

Episode: Better Cooked Food On-The-Go with Red's All Natural's Ben Johnson

Date: September 13, 2025
Host(s): Peter V.S. Bond & Sri Rajagopalan
Guest: Ben Johnson, Senior VP of Marketing at Red’s All Natural

Overview of the Episode’s Theme

This episode explores the intersection of authenticity, innovation, and growth within the premium frozen food category, featuring Ben Johnson from Red’s All Natural. The conversation dives into how Red’s is elevating standards for frozen on-the-go foods—particularly burritos and breakfast sandwiches—by focusing on ingredient integrity, consumer engagement, and omnichannel strategies. The discussion also addresses industry shifts, the interplay of physical and digital retail, and the key metrics that drive sustainable growth in CPG.

Key Discussion Points & Insights

1. Red’s Brand Mission & Authenticity

[04:18–06:47]

• Red’s was founded on a passion for high-quality, authentic food—starting with burritos made from scratch at home.
• Frozen Storage as an Authenticity Vehicle:
  • “You freeze something at the peak of freshness...get it going, and we’re going to bring that freshly baked tortilla to you at the peak of freshness.” —Ben Johnson [06:04]
  • Freezing allows minimal preservatives and reduces food waste.
• Emphasis on not just providing “clean label” food, but actively differentiating from competitors by rejecting the stigma of heavily processed frozen categories.

2. Product Innovation & Category Positioning

[07:56–09:37]

• Red’s leverages the popularity of air fryers to improve product experience and taste.
• Protein-packed convenience:
  • Breakfast burritos offer 16-17g of protein, making them a convenient and nutritious option.
  • “What a great, convenient, easy way for me to do that. Serve them food that I’m proud to give them.” —Ben Johnson [07:56]

3. Omnichannel Strategy: In-Store vs. Digital

[09:37–11:05]

• Challenges of in-store shelf placement for emerging brands; digital shelf becomes crucial for visibility.
• Data-backed Incrementality:
  • Red’s products bring new shoppers to the category—over 70% incrementality in the frozen section.
• “To get there [better shelf placement], we’ve had to make sure that we curate and we take care of the digital shelf.” —Ben Johnson [10:34]

4. Consumer Engagement & Personalization

[12:01–14:17]

• Experiences are core to Red’s: supporting an active lifestyle, experiential events (trade shows, pop-ups).
• Meticulous about proper product sampling—only when cooking quality can be controlled.
• Club Rojo Loyalty Program:
  • 60,000 active members; premium gear and swag to drive community and repeat engagement.
• Active on Social:
  • 40,000+ Instagram followers; growing presence across platforms.

5. Standing Out in the Frozen Aisle

[16:17–17:29]

• Red’s is the largest premium frozen breakfast sandwich and burrito brand in the US.
• Focus is on growing the overall category—not just stealing share.
• “We want to bring new shoppers to the frozen category. It can be and it should be amazing food and we can do that.” —Ben Johnson [16:34]

6. Key Metrics & Growth Drivers

[17:29–18:23]

• Velocity (Turns) Is King:
  • “You gotta live to see the next day so you can keep investing behind all those other longer-term metrics. So in many ways, right, velocity off the shelf is king.” —Ben Johnson [18:22]
• Also tracks awareness, household penetration, trial, and repeat, but shelf movement drives prioritization.

7. Memorable Consumer Campaigns

[18:40–20:57]

• Culture Drop Example:
  • Collaborated with Thistle Inspire Lingerie to produce “lingerie for air fryers”—a viral campaign to emphasize the air fryer’s impact on product experience.
  • “We didn’t know what love really was until we tasted a Red’s burrito cooked in an air fryer.” —Ben Johnson [19:24]
• Millions of impressions, increased brand shareability.

8. Ratings, Reviews, and the Digital Shelf

[21:02–22:23]

• Reviews and star ratings critical for organic discovery and trust.
• “Nowadays, you don't need someone to tell you about it because you can see it and see a hundred other folks have tried that product, rated it, and talked about it.” —Ben Johnson [21:02]
• Importance of reviews for both trust and as a lever for paid and organic retail search.

9. Sustainability Communication

[22:30–23:46]

• Red’s focuses on transparency, not preachiness:
  • Products feature cage-free eggs, high-quality meats, no hormones/additives.
  • “We just try to bring it authentically, not preaching to anybody, but just—hey, part of our value proposition is you’re getting cage-free egg, you’re getting the high-quality meats.” —Ben Johnson [23:22]

10. Retail Partnerships & Distribution Growth

[23:46–26:32]

• Custom SKUs, shelf strategy, and partner-specific product sets (over 50 SKUs).
• Omnichannel Halo Effect:
  • Digital efforts drive not only online sales but also increased brick-and-mortar traffic and turns.
  • “We have found a great way to do that is to drive trial and acquisition digitally and we see an omni channel halo.” —Ben Johnson [25:18]

11. Metrics and Data-Driven Marketing

[26:32–29:30]

• New-to-brand is tracked (usually on a six-month digital lookback); Amazon’s five-year lookback offers new opportunities.
• Emphasis on acquiring new shoppers and expanding their engagement over time.

12. Future Trends & Concerns

[30:27–33:16]

• Air fryer household penetration (now >70%) is a critical driver for Red’s frozen product experience.
• Economic Headwinds:
  • Cautious optimism—premium products offer some insulation but aren’t immune.
• Continued Innovation:
  • Always looking at pricing, value, and new product territories.
  • “We control the things that we can control. So we’re going to make sure that we keep our value proposition really tight.” —Ben Johnson [32:03]

13. Career Reflections & Advice

[33:54–36:08]

• Ben’s diverse background (military, CPG, automotive, food) taught the value of lifelong learning and versatility.
• “One of the things that I have loved about being here at Reds is I get to be both a practitioner, a button pusher, and a strategist at the same time. And that’s forced me to learn and do things I haven’t done before...Never stop learning. Take those roles that are weird and different.” —Ben Johnson [34:40, 35:45]

Notable Quotes & Memorable Moments

• On Red’s Mission:
  • “Mike’s building of this business is at the core of our brand’s mission, and we’re on that mission to cook food better.” —Ben Johnson [05:24]
• On Product Sampling:
  • “We agonize over our cooking instructions and so we end up not doing a ton of sampling that we can’t control.” —Ben Johnson [12:09]
• On Pop Culture Marketing:
  • “It’s the first and probably the last line of lingerie for air fryers.” —Ben Johnson [19:36]
• On Velocity:
  • “Velocity off the shelf is king.”—Ben Johnson [18:23]
• Marketing Wisdom:
  • “Be a practitioner and a strategist at the same time...Never stop learning. Take those roles that are weird and different.” —Ben Johnson [35:45]

Timestamps for Key Segments

| Segment | Topic | Timestamp (MM:SS) | |---|---|---| | Introduction to Red’s & Authenticity | 04:18 – 06:47 | | Product Experience & Air Fryers | 07:56 – 09:37 | | Omnichannel Shelf Strategy | 09:37 – 11:05 | | Consumer Personalization & Club Rojo | 12:01 – 14:17 | | Differentiation in Category | 16:17 – 17:29 | | Key Metrics – Velocity | 17:29 – 18:23 | | Viral “Air Fryer Lingerie” Campaign | 18:40 – 20:57 | | Ratings, Reviews, Digital Shelf | 21:02 – 22:23 | | Sustainability Efforts | 22:30 – 23:46 | | Distribution Growth & Omnichannel | 23:46 – 26:32 | | Data, New-to-Brand, Amazon | 26:32 – 29:30 | | Trends, Air Fryer Penetration, Economy | 30:27 – 33:16 | | Career Advice & Lifelong Learning | 33:54 – 36:08 |

Takeaways & Closing Insights

• Red’s is shifting the paradigm in frozen foods by pairing authenticity and real ingredients with innovative marketing and engagement tactics.
• Key to their strategy is the focus on core performance metrics (velocity), strategic use of digital shelves, and staying close to consumer trends (like air fryer adoption).
• Memorable, culture-driven campaigns (e.g., the air fryer lingerie drop) create awareness and brand distinction, while earning trust through sustainability and ingredient transparency.
• Ben Johnson’s leadership example emphasizes versatility, entrepreneurial spirit, and never-ending learning.

This summary captures the rich insights and lively tone of the conversation, offering valuable context and highlights for industry professionals and enthusiasts alike.