SharkNinja’s new growth strategy runs through comedy creators

Somewhere right now, a parent is dumping a handful of spinach into a Ninja Creami. It’s not a recipe SharkNinja’s engineers dreamed up. It’s a hack cooked up by the brand’s own customers — the kind of unscripted ingenuity that turned a countertop ice cream machine into one of TikTok’s most reliable viral hits during the pandemic. But that success came with a limit. By the time Kaitlyn Hebert, global CMO of SharkNinja, sat down to plan the Creami’s next act, the machine had already won over the two audiences most inclined to buy it: gym-goers chasing high-protein, low-cal treats, and parents looking for a five-minute fix for the kids.…

This is a curated summary. The full story was reported by Digiday.