Startup CPG’s Post

Did you know that dogs "created" Pop-Tarts? I was going to post this crazy CPG story yesterday, but thought maybe you would assume I got caught up in 4/20 celebrations or something 🤣 Most successful CPG products do not arrive out of nowhere; they’re remixes of existing ones. While most remixed CPG product innovations have “easy to understand lineages,” Kellanova Pop-Tarts (and Post Holdings Country Squares) wouldn’t fit that description. See…the food technology advancement that packaged those fruit-filled pastries in Mylar wrappers and made them shelf-stable was "remixed" from the 1961 product launch called Gaines-Burgers (which is soft food for dogs). P.S. - Did you know those portable breakfast pastries were first called "Fruit Scones" but quickly renamed as Pop-Tarts to honor the pop-art movement dominating the decade? #strategy #trends #markets #fmcg #cpg #food #breakfast #snacking #pets #foodtech #foodtechnology #nutrition #innovation #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship

Today’s CPG industry is buzzing with excitement 🚀 There's a flood of innovative CPG brands hitting the market everyday. But here's the catch—how do you keep tabs on all of them? It's a challenge to stay in the know about their latest product launches, and even more so, to discover where these brands are available. 🛒 That’s why, we’re launching our newest initiative, On the Shelf. Every Monday, we’ll highlight a brand we are excited about, including their story, their different SKUs, and of course, where you can find them. Ready for the first brand? Bobo's is a tasty fresh-baked wholesome oat treat made with 100% non-GMO ingredients that are vegan and gluten-free. Knowing nothing about sales or the food business, Beryl Stafford started out selling her delicious treats one shop at a time, all the while learning about packaging, costs of goods and sales meetings. When Whole Foods Market picked up Bobo's in their bakery, she quickly scaled her production capacity and employees, “figuring it out” as she went along on the journey. With a lot of perseverance and a lot of late hours, Beryl gradually got into regional and then national distribution in major retailers. Today, Bobo’s offer over 20 flavors and SKUs, and have innovated over the years with their Stuff’d Oat Bars, Toaster Pastries, and Bobo’s Bites. Bobo's Oat Bars are available nationwide in stores from natural food chains to Kroger’s and Wegmans Food Markets, as well as online. — Thanks for sharing your and your daughters’ delicious snack with the rest of us, Beryl Stafford. — #CPFR #CPG #OntheShelf

ICYMI 🚨 Partake Foods, founder and CEO, Denise Woodard, was highlighted on Forbes for overcoming VC Bias in CPG Industry As highlighted by Forbes, "by prioritizing the needs of its customers and employees, Partake continues to pave the way for a more inclusive and equitable future in the food and beverage industry. So it's not just about delicious snacks but also about creating positive change in the world;" best of both worlds with Partake Foods. Such a great read. Check out the full article linked below! 🔗 https://lnkd.in/dPp4Dn8f

🗞️What’s new this week with CPG brands? Let’s celebrate the wins from emerging brands! Here are 10 news stories you have to read: 🛒 𝐑𝐄𝐓𝐀𝐈𝐋 𝐑𝐎𝐋𝐋𝐎𝐔𝐓𝐒 🌻 Brian Waddick celebrates Smackin’ Sunflower Seeds going nationwide at Royal Farms, marking a significant retail expansion. 🍎 Rosa Li announces Wildwonder's launch at New Seasons Market, highlighting the support for AAPI-owned businesses and unique flavors. 👶 Daniel Aud shares Kekoa Foods's new retail partnership with Woodman's Food Markets, bringing organic, globally-inspired baby food to the Upper Midwest. 🍺 Jordan Bass is thrilled to launch Hop WTR in 2000 Walmart stores across the U.S., meeting a growing demand for non-alcoholic options. 🍒 Michelle Razavi and Nikki Elliott, CPA celebrate Elavi's launch at Thrive Market, expanding their reach with low sugar snacks for kids and adults. 🚀 𝐍𝐄𝐖 𝐏𝐑𝐎𝐃𝐔𝐂𝐓 𝐋𝐀𝐔𝐍𝐂𝐇𝐄𝐒 🍫 Sage Wylie has officially launched Caboodle Snacks, offering organic, no-refined sugar, vegan snack bars that reconnect you with real food. 🌿 Andrew Benin announces Graza's innovative olive oil refills in aluminum "beer cans," a first in the industry, now available at Whole Foods nationwide. e 🍹 Katy Perry and Morgan McLachlan introduce De Soi's new non-alcoholic aperitivo, Spritz Italiano, blending citrus, gentian root, and adaptogens for a refreshing summer sip. 🎉 𝐍𝐄𝐖𝐒 𝐓𝐎 𝐂𝐄𝐋𝐄𝐁𝐑𝐀𝐓𝐄 🎬 Biena Snacks gains viral success with a unique 7-layer bean dip Instagram Reel, garnering over 11 million views. 💸 𝐈𝐍𝐕𝐄𝐒𝐓𝐌𝐄𝐍𝐓𝐒 𝐀𝐍𝐃 𝐀𝐂𝐐𝐔𝐈𝐒𝐈𝐓𝐈𝐎𝐍𝐒 🌱 Hailey Swartz, Jason Rosenbaum, and Alex Swartz receive investment from John Burns and Relentless Consumer Group to scale Actual Veggies' plant-based foods. Read more Read more about each story here: https://lnkd.in/g_wfHaqz Have your own news to share? Let me know in the comments or DM me. #cpg #foodandbeverage

Since the beginning, our goal at SkinnyDipped has been to create delicious products that are low in sugar, made with real ingredients, and are blood-sugar friendly.   Our CEO and co-founder, Breezy Griffith, recently spoke with Modern Retail about the critical role of simplicity and authenticity in today’s consumer market and how it’s informed our new look.  "Health concerns about sugar alcohols and artificial sweeteners means people are reconsidering returning to regular sugar in moderation. She said the brand gained a following of pre and diabetic people due to its low-sugar recipes, who help inform future product launches. The new SkinnyDipped packaging will also feature the sugar and plant protein content more prominently, along with the slogan “snack with no strings attached.” See below to read the full article #skinnydipped #lowsugar #diabeticfriendly #womenfounded #betterforyou

The next immediate trend I can vouch for is healthy foods, an alternative to regular condiments, sauces, and spreads. Brands like Feed Smart Troovy, and many others are entering the space of clean labels, sugar-free alternatives, preservatives (free), etc. This is the category that VCs will bet upon for sure, and they will focus on the following categories in 2024 and 2025. Creating a 12 - 20 crore ARR business in this category is difficult, but it is doable only via digital mediums if you know the right hooks. Kanishka Arora has been helping and delivering for brands in the food category via marketplaces, QCs, and her growth strategies. There are only three things that you need to catch up on right - Right branding Right distribution Reach out to the potential customer fast. Kanishka Arora has been doing most of it for food brands across different subcategories. (Sauces, Jams, Pickles, Condiments, Dressings Etc.,) Scale the right way with Kanishka Arora. 

The cereal category has long struggled with how to respond as categories that are perceived as healthier (like yogurt) have stolen share of breakfast occasions. However, General Mills’ new loaded cereal does a good job capitalizing on the convergence of guilt-free indulgence, snacking, and quirky product innovation. The increasing relevance of these overlapping trends — especially among younger consumers — has created an opportunity for brands without a health halo to tap into. https://ow.ly/nUke50QGuuc While General Mills’ loaded cereal speaks to this opportunity, the new cereal’s marketing efforts currently focus on morning occasions. The Hartman Group’s upcoming Snacking syndicated study will explore the evolving culture of snacking and opportunities to meet consumer needs throughout the day. Stay tuned for the study release at the end of March, and learn more here in the meantime: https://ow.ly/f3Pa50QGuse

🍫🍿 OZEMPIC EFFECT: BUFFET WON'T TALK ABOUT THIS NAME 🍅🧀 🍪TRENDS CAN BE FRIENDS in food. But, Uncle Buffy has a laggard in the BRK portfolio: Kraft Heinz (owns 26.55% of float, 325,634,818 shares). KHC insiders selling. Trades at about 1/3 of 2017 high. Will Oracle of Omaha ditch it or roll it? 🥨WESTERN CONSUMERS in a twist over diet. 14% of Americans take Ozempic/ Wegovy, said to remove sugar cravings. Ketchup? 4gm sugar/ tbsp. Sweet tooths are expensive as we can see here: https://lnkd.in/dP6ubnJt 🍪HAVING CONSULTED since Y2K w food / beverage companies, few take nutrition profiling seriously. Common refrain: "Consumers crave unhealthy things". Yet, many foods (esp. snacks) deliberately designed to be addictive. 🍟SNACK KING NSDQ:PEP in the news. Today, their veteran CFO "jumped chip" > 33 years at Pepsico. To be CFO at DIS (69x P/E ratio). Rumor has it that the "House of Mouse" ponders a strategic foot into CPG sector F&B? 🍪CPG, FOOD & BEVERAGE multiples beaten down. Even Buffet's beloved NYSE:KO. Compare latest P/E ratio scorecard for three that I have worked with: 1) PEP 27.29x (Quaker, Frito-Lay et al) down $30 from 52 wk high 2) MDLZ 20.56x (Tang, Cadbury, Oreo) down $10 from 52 wk high 3) UL 13.8x (Magnum, Graze et al) down $8 from 52 wk high 🍫ALL THREE NEED portfolio renovation, divesting off-trend/ unhealthy assets (as UL does), acquiring innovative health platforms. Graze (deal) gets praise. 🍪CNBC TAGS MDLZ as a "cocoa sugar" play; poked at anemic unit growth ( 4%) as revenue catalyst (via pricing) tops out. Commodity inflation will be troublesome in Y2024. Divested gum, cough drops, bought PerfectSnacks. 🐁 🧀= 🎩 BUFFET HAS $175 BILLION in cash to deploy. Perhaps he and Munger have ideas around a mega roll-up of beaten down CPG stocks. Mice do eat cheese; Disney should consider pairing snacks w 📺 👀 (ESPN, Disney ). [NOTE: none of this is investment advice, for education and entertainment] #disney #unilever #kraftheinz #pepsico #berkshirehathaway #cnbc #warrenbuffett #mondelezinternational #cfo #cocacola #bobiger #ceo

Taking inspiration from my QUEEN and co-founder in Juicy Brick, ms Grace Bryan - I'm going to be trying to maintain a Friday round up of fun CPG brands catching my eye, and hopefully yours, across product, events, activations and more. Kicking off this week with: 1. Get Dirty - on the go, slightly more eco friendly (maybe, fingers crossed) hygiene products are having a real moment from Dude Wipes to Megababe through to Wype. Are we washing less, with the cost of living crisis killing our bills, or are we just more paranoid then ever that we could meet someone and smell? 2. Sweetkick - 'curb your sugar craving' have been cropping up over the globe from Kourtney Kardashian's Lemme brand through to JS Health Olly - is this the high street's Ozempic? 3. Overherd - Plant based milk powders/ tablets/ just-add-water solutions to make your oat milk have previously creeped me out a bit; but then a very valuable little birdie told me that Oatly in fact distributes globally, to some territories, with a powder/ just add water solution (at the end of the supply chain) and now I am far less judgemental and impressed with an eco-friendly product duping me with their great tasting finished good. Moral - keep them coming like seeing this format elsewhere - AWSM Sauces crushing this in condiments.

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