# Nato Bom: selling direct to consumers without leaving distribution behind | Tog Lab

> Laticínio Mangoni has made cheese under the Nato Bom brand since 1993 and sells it in supermarkets across southern Brazil through sales representatives. In a design sprint with Tog, the company designed a direct-to-consumer channel that works alongside its suppliers and distributors. The channel tes

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# Nato Bom: selling direct to consumers without leaving distribution behind

Laticínio Mangoni has made cheese under the Nato Bom brand since 1993 and sells it in supermarkets across southern Brazil through sales representatives. In a design sprint with Tog, the company designed a direct-to-consumer channel that works alongside its suppliers and distributors. The channel tested a different product line, reached up to 4 cities and improved sales margins.

## The challenge

All of Nato Bom’s raw material comes from small local producers, and sales happened only in supermarkets, through sales representatives. The brand was far from the people who bought its cheese, and margins depended on third parties.

The company wanted to sell direct without breaking with those who already distributed its products.

## What we did

The classic innovation path: understand, co-create, test a new channel and only then scale up.

## The design sprint

Run together with the Nato Bom team, it produced ideas for product, service, business strategy and communication.

## Queijos Nato Bom Delivery

The service came out of the design sprint. With the online store, customers could order the cheeses on the website and get them delivered quickly, alongside the existing supermarket sales.

## A brand for the new channel

New brand, packaging, sales materials and digital content, ready to speak directly to consumers.

## What this case study shows

A new channel can be tested on a small scale, alongside the operation that already works.

## Want to test a new channel for your product?

We start with a conversation and, if it makes sense, a design sprint with your team.

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## More on this page

- Up to 4 cities — served by the direct-to-consumer sales channel
- Higher margin — on products sold through the direct channel
- 1 new product line — tested in the direct channel, without depending on supermarkets

- Margin in third-party hands — With sales concentrated in supermarkets and representatives, intermediaries controlled price negotiations.
- A brand far from consumers — Consumers found the cheese on the shelf but didn’t know the story or the producers behind the brand.
- Without breaking with existing sellers — Suppliers and distributors remained important. The new channel had to add to their sales.

- Sprint — Design sprint with the team — Ideas for product, service, business strategy and communication, tested with the Nato Bom team itself.
- Service — Queijos Nato Bom Delivery — Design of a service for ordering on the website with fast delivery, alongside supermarket sales.
- Brand — Rebranding and materials — New brand, packaging, business cards, uniforms and vehicles with the new concept.
- Channel — Online store and content — Online store, digital content and expansion of the direct channel to up to 4 cities.

- Test alongside what works — The direct channel started small, without touching the distribution that sustained the business.
- The new channel also tests products — Selling direct made it possible to try a line that would hardly have gone onto the shelf first.
- The brand follows the channel — To speak directly to consumers, the brand and content had to tell the company’s story.