MSI Express’ Post

Kaged continues to build momentum in retail after their DTC success! Focusing on quality functional ingredients in optimized doses, Kaged separates itself from other supplement brands based on potent efficiency. The brand ethos is performance-focused with the motto "never stop evolving." The brand positioning aligned with the quality branded ingredient mix in each formula. The supplement space is one of the most profitability areas in consumable CPG, with high gross margins and DTC-friendly ship weight vs. Ready To Drink beverages. This allows successful brands to first launch and scale online than leverage their margins to expand and support retail if they choose to capture more awareness and market share. Love to see the commitment from the Kaged team in building an iconic brand by expanding into an omni-channel focus with both online and retail selling. Great work by the Basemakers team! #cpg #supplements #kaged

Caramac & the Product Life Cycle   News of Nestlé discontinuing the Caramac bar recently sparked an outcry among sweet snack lovers, triggering a petition with over 30,000 signatures demanding its return. More reflectively, BIPC Bristol sees Caramac's fate as an example of the Product Life Cycle: Launch-Growth-Maturity-Decline. In the Launch phase, the novelty of a new consumable product contributes to success by enticing initial buyers, some of which become repeat purchasers. When Caramac was introduced in 1959 it effectively filled a market gap, providing a sweet alternative to chocolate bars. During the subsequent Growth stage, a product scales up and boosts sales in response to market forces. Caramac's sales mirrored confectionery trends, increasing from its launch until the 2010s, driven mainly by rising household disposable income. As a product enters the Maturity phase, it reaches peak profitability but encounters heightened competition from other brands (not necessarily owned by a rival company). For Caramac, competitors like Cadbury’s Caramilk and the more luxurious M&S Swiss Golden Blond became substitute items during this period. When the Decline phase ensues, sales fall and the product will eventually become unprofitable. Businesses then face the choice of letting the brand “die” or attempting a re-launch. Nestlé’s decision suggests a lack of potential in reaching new Caramac consumers. The life cycle of a product can be as short as a few days (e.g. a new mobile app rapidly copied by others). Caramac’s relatively long life serves as a reminder that even the most familiar brands can eventually face unprofitability. For that reason, successful businesses have a varied product range with brands positioned at overlapping points in their life cycles. +++++++ BIPC Bristol is a library-based service that offers business and intellectual property support to entrepreneurs from all walks of life to start, protect and grow successful businesses. We are fully funded and so our service is free to businesses in Bristol and the surrounding area.      Details of our service and all our events can be found at https://bit.ly/3yKR1e7 Email BIPC@bristol.ov.uk with any questions. 

What happens when you combine the top-selling brand in the convenient nutrition category (i.e. Premier Protein), a sales channel revenue diversification opportunity with 150K U.S. locations (i.e. Convenience), and a beverage portfolio that’s recently shown an affinity for strategic partnerships (i.e. KDP)? That word problem might sound vaguely familiar if you watched our BellRing Brands, Inc. quarterly earnings breakdown from last month. Well…after getting positive feedback about wanting further exploration of that wild idea, here’s a link to that content ➡ https://bit.ly/3RQ0sAH P.S. - We also ran through an extensive list protein RTD beverages categorical insights in that content! #strategy #trends #markets #fmcg #cpg #beverages #protein #supplements #sportsnutrition #sales #distribution #cstore #retailing #retail #grocery #merchandising #businessintelligence #business #entrepreneurship #consultants  

***FMCG Trends: Heightened Awareness of Product Ingredients*** In the dynamic realm of consumer goods, a significant trend for 2024 revolves around consumers' heightened awareness of product ingredients. Manish Aggarwal from Bikanervala Foods sheds light on this pivotal shift, emphasizing the importance of transparency and quality in ingredient sourcing. Link to article: https://lnkd.in/dacC3tjH Shaun F Jean Misquitta Willish Chettiyar Hansika Salian Dhruv Dubey #FMCG #Trends #ConsumerGoods #Transparency #Quality #IngredientAwareness

If you missed the show, this is a thorough recap!

Caramac owner Nestlé confirmed earlier this month it was discontinuing the brand after more than 60 years on the market, following “a steady decline in sales over the past few years”. While the news hit the headlines and many fans of the brand expressed their disappointment, this is sadly an example of what happens when you fail to invest and support a brand. As rivals launched similar "blonde" chocolate products, Nestle were too late to revitalise Caramac, ultimately leading to the loss of this nostalgic brand. Brands can thrive for generations, though they need the investment to keep them relevant in ever-changing markets. #BrandInvestment #BrandInnovation

Unilever has announced plans to separate its ice cream business from the company. #icecream #icecreamlover #unilever #unileverfoodsolutions #food #foodindustry #foodindustryinsight #foodnews #foodbusiness #foodbusinessnews #foodbusinessowner #foodmanufacturing #foodanddrink #foodandbeverage #foodandbeverages #foodanddrinks #foodanddrinkindustry #foodprices #foodproducts #foodproduction #foodinflation

Collaboration has become extremely popular in today’s sports/active nutrition industry…but are these businesses overlooking integrative marketing strategies that would generate even more revenue within large retail channels? Because believe it or not, just doing the lowest common denominator stuff (aka leveraging some flavor IP and slapping a logo on your packaging) has already started to show diminishing marginal returns... #strategy #trends #markets #fmcg #cpg #food #beverages #collaboration #sportsnutrition #supplements #innovation #licensing #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship

Ingredion drives E-commerce Innovation to meet CPG needs for Niche offerings In a pivotal shift, Ingredion, a leading ingredient supplier, has become a cornerstone for food and beverage manufacturers aiming to revitalize their product lines in response to a significant decline in volumes. CEO Jim Zallie highlights a 26% increase in customer engagement in their "idea labs" globally, which has been instrumental in driving Ingredion's record net sales of $8.2 billion in 2023. This surge in innovation and co-creation comes as companies adapt to changing consumer behaviors, emphasizing the need for novel products to attract buyers. Ingredion's diverse portfolio, including starch, sugar reducers, and plant-based proteins, featured in 70% of new global product launches last year, underlining its role as a problem solver and opportunity spotter for the industry. Despite destocking trends, Zallie remains optimistic about continued volume growth and emphasizes the importance of operational efficiency and supply chain agility. #EcommerceLeaders #Innovation #FoodAndBeverage #ConsumerEngagement #SupplyChainEfficiency #Ingredion https://lnkd.in/dAEbtN7T

BellRing Brands, Inc. Brands maintained its double-digit volume and sales momentum in the first quarter as the US protein business raised its outlook. #food #foodindustry #foodindustryinsight #foodnews #foodbusiness #foodbusinessnews #foodbusinessowner #foodmanufacturing #foodanddrink #foodandbeverage #foodandbeverages #foodanddrinks #foodanddrinkindustry #foodprices #foodproducts #foodproduction #foodinflation