Gorilla Mind’s Post

What are you doing if not listening to those who have come before you? In CPG, the best thing any brand can do is learn from those who have been there before. Experience is key to success in this business. That's why we turned to our amazing and knowledgeable Promomash community to offer advice to less experienced brands. When it comes to launching a new product, retailer, or anything really there is lots to think about - and lots that can go wrong. Listen to these lessons and save yourself some pain later! Watch and read more in the blog: https://hubs.li/Q02tWJr60 Thank you to our friends at Graza, milkadamia, Safe Catch, Daily Crunch, Abbot's, Bellwether Farms, All Real Nutrition, Gimme Seaweed and Rishi Tea & Botanicals for their advice. #CPG #Retail #launches #advice #TradePromotionManagement #DeductionManagement #marketing Crisp

Since today is a total solar eclipse, it seems only right to talk about the "full circle moment" I just had with The Vitamin Shoppe. For those that don't know...I got my start in the supplement industry as an "internet forum rep" for Beast Sports Nutrition during my undergraduate studies at Kent State University. As I progressed with that sports nutrition brand, they gave me the opportunity to do weekend "field marketing" work within stores like The Vitamin Shoppe. So, 16-17 years later...being asked by Lisa Chudnofsky, Lee Wright, and Muriel Gonzalez to grace the main stage at their Brand Summit as the first non-vendor outsider was such a crazy honor! But the timing of the opportunity presented its own challenge, which Grant Furness captured so perfectly in this JOSHING AROUND vlog episode. Let's just say I know what Allen Iverson felt like in that famous 2002 press conference about "practice." All I know is...sometimes wild things happen when you choose to show up consistently everyday and do the hard work. P.S. - I also talk on stage about some strategy and trends in this content 😁 #strategy #trends #markets #supplements #sportsnutrition #retail #retailing #merchandising #fmcg #cpg #food #beverages #energydrinks #vitamins #wellness #nutrition #health #innovation #marketing #branding #productdevelopment #business #businessintelligence #entrepreneurship Benjamin Kane Danielle Masterson https://lnkd.in/etHVymYK

Mike Spinner is an athlete entrepreneur who has made a major impact in business. Exactly 10 years ago, Mike told me that he planned on launching a new line of nutritional supplement products called Evlution Nutrition (also known as EVL). I had previously done some work as Mike’s legal counsel during his exceptional career as a bicycle motocross (BMX) competitor and host of national BMX events. The nutritional supplement space was already over-saturated 10 years ago. Yet, Mike found a way to break through the competition and make his brand one of the leaders of the space in less than a decade. Lessons we can learn from Mike: 👍 Success slices through saturation. When Mike launched his brand, he promised that no one would be able to top his passion and determination to make his products the best in the marketplace. He understood that it would take long hours and quite a bit of pain. But no matter how crowded an industry may be, the cream always rises to the top. Opportunity exists in even the most saturated spaces. 👍 Start by capturing a niche. Before EVL went mainstream, it first captured a very unique audience of ardent supporters. Mike leveraged his existing BMX relationships to build brand affinity among this class of individuals and expanded from there. He sought to merge bringing the excitement of action sports to sports nutrition while bringing the importance of sports nutrition to action sports. It worked. 👍 Amplify your supporters. John Hoffman, CEO of Lone Star Distribution, was an early supporter of Mike and Mike certainly embraced and helped amplify John’s commentary. Remember, Mike was brand new to the supplement space and a relative unknown outside of BMX circles. Mike helped spread Hoffman’s statements such as that Mike “is the most magnetic person” and that if Hoffman ever had to bet on 1 person, it would be Mike. It means a lot when someone entrenched in the space you hope to break into shares such glowing commentary. Leverage it! #linkedinsports #linkedinsportschallenge

Why should you compete in a landscape of low quality, low margins, and intense competition? In the dynamic landscape of sports retail, the push towards volume and price competition is omnipresent. However, my reflection on our industry's direction has reinforced a core belief: our mission goes beyond mere transactions. It's about fostering a community, delivering unparalleled quality, and making a positive impact on people’s passions and the planet. As someone deeply invested in not just building a business but nurturing a thriving community built around movement and sport, I often ponder—why chase the fleeting allure of low quality and high volume? Instead, we stand to gain more by focusing on sustainable and athlete-centred practices, especially in the realm of sports nutrition, where our choices can drive significant positive impact and change. Here's why quality and sustainability in sports nutrition are not just a choice, but a necessity for us. Enhancing Customer Trust: Our commitment is to offer high-quality, science-based, no-nonsense, sustainable, and environmentally responsible sports nutrition products. By doing so, we deepen the trust our community places in us. Our goal is to provide credible options that not only benefit athletes' performance but also align with their values and goals every day. Strengthening Brand Identity: Our reputation as specialists in providing top-tier products is what sets us apart. I believe this reinforces all of our partner’s brands and identity that resonates with quality, expertise, and a deep understanding of our customers' needs. Focusing on Sustainable Growth: The appeal of immediate gains from high-volume sales pales in comparison to the enduring success that comes from a business model centred on sustainability, quality, and exceptional service. Our goal is to thrive with our partners, not just survive, ensuring our impact extends beyond short-term profits to positive community contributions. Driving Meaningful Innovation: Staying committed to quality gives us and our partners the freedom to purposefully innovate, and offer no-BS solutions that truly benefit our community and stand out in a world dominated by hacks and shortcuts that simply do not exist! For me, it's clear: our path forward is one of quality, community, and sustained excellence. I'm excited about the opportunities that lie ahead, and I'm committed to continuing our journey with integrity, innovation, and a relentless focus on what's best for our customers. Fuel the Demand! 

As Memorial Day weekend ushers in the start of summer and the peak of ice cream season, brands are navigating a challenging market landscape. 🍦 Rising ingredient costs and price-sensitive consumers, combined with the potential long-term impact of GLP-1 weight-loss drugs on consumption habits, present significant hurdles. Analysts predict a shift towards premiumization, with brands emphasizing high-quality ingredients and nostalgic flavors to stand out against cheaper private-label offerings. Smaller portion sizes are also expected to appeal to GLP-1 users. Key trends and strategies include: Premium Ingredients: Brands like Tillamook County Creamery Association and Jeni's Splendid Ice Creams are focusing on premium ingredients to differentiate themselves, despite the rise of private-label brands such as Walmart's Bettergoods. Smaller Sizes: In response to the popularity of weight-loss drugs, some brands are introducing smaller-sized options. Nestlé's new frozen foods line, Vital Pursuit, targets GLP-1 users, although it doesn't include ice cream. Tillamook and others are also offering smaller formats like pints. Market Adaptations: Unilever plans to potentially sell or spin off its ice cream business due to disappointing sales, reflecting broader market adaptations. Nostalgic Flavors: Brands are leveraging nostalgic flavors with innovative twists to attract consumers. Tillamook and Jeni's are introducing new chocolate variations and nostalgic summer flavors. Targeted Marketing: Brands are adjusting their marketing strategies to reach different demographics. Blue Bell Creameries, for instance, is exploring newer channels like TikTok, while Häagen-Dazs Shops focuses on online video and social media, leveraging sports event sponsorships. Overall, the ice cream industry is adapting through premiumization, smaller portions, nostalgic flavors, and targeted marketing to address changing consumer behaviors and market conditions. Source: Ad Age Credit: Article by Erika Wheless | Illustration by Tam Nguyen/Ad Age

What is most important when you're launching into a new retailer, or launching a new product? Some key lessons Ross McDowell at All Real Nutrition learned: 1) Be prepared for free fills as the norm (new for this brand coming from Ireland, but also new for any young brand in the US). 2) Cash flow management is crucial, especially for early listings with delayed revenue. 3) Stay on top of inventory with Crisp to ensure products are stocked where they should be. Do you have some advice to share with other brands? Post in the comments - we'd love to hear from you. #Learning #CPGIndustry #RetailExpansion #AllRealNutrition #NaturalProducts

Excited to share that I have been appointed as the new CEO of Applied Nutrition and will be leading the company’s vision, strategy and growth across the omnichannel landscape. I want to thank the board and our executive leadership led by Thomas Ryder Steven Granite and Joe Pollard for believing in me and the vision for the future. 🚀 Our mission here is to create an atmosphere and environment for everyone to be able to succeed. We want our roster to be more successful in life because they were involved in our company, by the principles and values that we're able to develop with them so that they can be successful relative to the character and attitude they have as person and professional. This is an exciting step in what promises to be an exciting new chapter for Applied Nutrition in terms of growth and success. We will be hyper focused on growing our North American business as we see it as our largest opportunity to compete on the global stage. This entails a digital first mindset that will propel/spur growth within retail/distribution organically. Be on the lookout for additinal details as we announce more exciting news in the coming weeks! A bit about Applied Nutrition: In the U.S. you likely know us as ABE or “All Black Everything” which happens to be the #1 preworkout in the UK and has listings at Walmart nationwide in the U.S. but our global offerings also include a leading #hydration brand in BodyFuel and an international leader through the AN umbrella - Applied Nutrition products fueled more than 100 million workouts last year!! 🏋️♂️ We formulate and create premium nutrition supplements for professional athletes, fitness enthusiasts, the gym lifestyle community and people looking to supplement their diet with the highest quality health, wellbeing and beauty nutrition. Our products are available in more than 60 countries across the world, and we support pro athletes in disciplines from Premiership Football to the UFC. We’ve grown at a blistering pace from a group of athletes defined by fitness, endurance, and strength, to become a globally recognised brand, trusted by people who know what they need from their nutrition. #appliednutrition #announcement #growth #journey #healthandwellness #appointment #businessnews #businessupdate #ceo #innovation #management

"The Great Sports Nutrition Beverage Mirage" It was midway through yesterday's SupplySide East panel discussion about the "energy" category...and I can't remember if Erika Rommel Craft or David Sandler was talking but I started smiling/laughing to myself... Maybe someone in the crowd picked up on it (or Grant Furness caught it on camera) because I probably looked like I was being a bit rude or crazy. But I had this intense déjà vu feeling back to an epiphany from 2016. In those early days of my content creation, I wrote an article explaining how I believed caps/powders/pills sports nutrition brand owners would soon rush towards attractive CAGR beverage adjacencies/extensions...and almost all would realize that opportunity was simply a mirage! I wrote about how they didn't understand the retail/distribution models. I wrote about how they didn't understand the financial models. I wrote how they didn't understand the organizational structures needed to create velocities at large retail. And I wrote about several other key business/marketplace risks... Flash forward those ~8 years...and I'd stack the depth/breadth of my energy/hydration/protein beverage resume against almost anyone. Why that matters though is what I realized during the panel... The categories have each grown 2-3x and even more multiples of caps/powders/pills sports nutrition brand owners have fallen for that optical illusion. Yes, the best and brightest sports nutrition brands have proven over the last 5-7 years that they could compete against any large CPG incumbent when it comes to functional food and beverage...but please please please understand just how fucking hard it is to become the next outlier like CELSIUS Holdings, Inc., GHOST, C4 Energy, or Alani Nutrition. P.S. - JOSHING AROUND episode of the show will drop in the next week or two 😀 #strategy #trends #markets #fmcg #cpg #beverages #energydrinks #sportsnutrition #supplements #vitamins #wellness #nutrition #health #innovation #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship

The Best of 2023, So Far… As we approach Q4, it’s a great time to reflect on our year-to-date. And, what’s left to do. Here are just some of the team’s achievements in the last 9 months: 👉 12 NPD launches with still more to come this year. 📈 Delivering significant incremental £££ sales within new categories including Mushroom Supplements and CBD Skincare. 🍄 Working closely with the talented team at Holland & Barrett to successfully establish the new Mushroom Supplements category in store and online. 🏆 Gold awards for our CBD and Mushrooms ranges from The Beauty Shortlist Wellbeing Awards and Get The Gloss Wellness Awards. We were also very proud winners of the Holland & Barrett Community Engagement Award! 🛒 Exciting new retail listings in Whole Foods Market, Planet Organic Ltd, Sainsbury's and Tesco. 🌱 An inspiring partnership with Provenance to provide evidence-based story proof for our products. 🌟 And, the rewarding 5* customer reviews keep coming. Grass & Co. is four years in. We’re growing fast and our days continue to be full of surprises and challenges. But, 2023 has already been the best of them all. 🍄 🌿 Ben Grass Matthew Snyman Lucy Chown Sarah Fletcher Daniel Weir Alan Horton Christopher Oliver #grassandco #naturalwellness #mushrooms #cbd #startupgrowth

How did you celebrate National Cereal Day last week? 🥣 In 2024, Cereal brands are doubling-down on Better-for-You (BFY) claims, functional benefits and non-breakfast alternative consumption occasions through line extensions and personalized messaging. When looking at dozens of representatively unique Category Entry Points (CEPs) for cereal (excerpt attached), Appinio’s recent study… 1. Reveals “mental real estate” opportunities for cereal brands that shoppers and consumers associate with “craving after a workout”, “perfect for a healthier snack”, “is a great option for a sweet dessert”, “you’d take on a hiking trip”, etc. 2. Tracks Brand Health through more granular metrics: * Mental Penetration (MPen) - Brand Awareness or share of category buyers who associate analysis brand w/ at least one Category Entry Point (CEP) or occasion; mitigates bias toward larger, more established brands * Network Size (NS) - average number of CEPs associated w/ the analysis brand; the larger the NS, the more likely it is that the analysis brand would be considered for purchase on any occasion * Mental Market Share (MMS)/Share of Mind (SoM) - the share of “mental real estate” an analysis brand holds vs. a competitive set; higher figures indicate strong Brand Health As an example, General Mills Cheerios… * Insight: Highest MPen with developing opportunities for CEPs focused on nutrition, but moderate Network Size (NS), indicating exclusion from some potentially incremental CEPs. * Action: Explore adjusting product positioning and/or messaging to cater to CEPs like dessert, comfort food while ill, and other opportunities. Or perhaps Magic Spoon… * Insight: Lowest MPen but relatively high NS, suggesting that people aware of the brand give it significant consideration. *Action: Grow breadth of physical distribution and improve Brand Awareness through adjusting target audience and messaging. Therefore, understanding MMS and how it affects Mental Availability for your brand(s) vs. the competition can help accurately inform fun and incremental line extensions as well as alternative product positioning by leveraging Mental Advantage! https://lnkd.in/g89cRXWf https://lnkd.in/gufkbYvK https://lnkd.in/gjGKeqeD