February 25, 2017

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Lulu’s Dessert


You probably think a big company came up with ready-to-eat gelatin. Well think again. Coming up, a lulu of an idea!

Maria deLourdes Sobrino came to the USA in the early 80s. She wanted to expand her successful Mexican trade show business.

But in 1982, the peso took a dive and Sobrino lost everything.

She went out to drown her sorrows in some ready-made gelatin. Ready-to-eat gelatin was a popular mainstay in Hispanic households back home and she missed it. Well here comes the shock and awe — there wasn’t any, anywhere in the United States! There was Jello, of course, but it only came in powder form, for people to make themselves.

So, Sobrino opted to go home and sooth her longing by making her grandma’s favorite gelatin recipe. It didn’t take long for this entrepreneur’s brain to start clicking on all cylinders again. She thought there must be lots of people like herself who would want to indulge in ready-to-eat gelatin! She was right.

But she was wrong about the market. She thought her target audience would be fellow Hispanics, but alas, every mom who needed a quick lunch bag fix was VERY interested. Sobrinos first delivery of Lulus Desserts – assorted ready-to-eat gelatin cups – flew off the local grocery shelves. And they kept flying.

She’d actually created a whole new grocery category.

Today her company has more than 45 ready-to-eat products, and is ranked as one of the fastest growing Hispanic businesses in the United States. With annual revenues of over $12 million.

Maria  deLourdes Sobrino exemplifies an axiom on our website: Think Niche within a Niche.

Lulu’s Desserts. Ready-to-eat gelatin! Now Why Didn’t I Think of That?

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