Sean Hall

BRĒZ might be the single most intriguing startup in CPG right now. The South Florida based brand (pronounced 'breeze') makes social tonics microdosed with cannabis and mushrooms. THC, CBD, and Lion's mane are all in the mix. “Microdosed mushrooms in a can”. But the liquid is only part of the reason Brez is so fascinating. A few things that stand out: --- 1 / Extreme transparency Founder Aaron Nosbisch posts business results monthly to all social platforms. Revenue, growth metrics, conversation rates, CACs, AOVs, etc. Even net profit margin is posted publicly. Brez just completed its first full year of operations and business is booming. $5.4m in sales p12mo. Incredible. 2 / Unique business model The vast majority of Brez products are sold online. This is an anomaly in the beverage category due to the fact it's ridiculously expensive to ship water direct to consumer. Brez is well equipped to navigate this channel due to two key advantages: productive unit economics and strong performance marketing capabilities. 3 / Uncharted regulatory environment Brez is operating in a confusing legal landscape with contradictory messaging from multiple arms of the US government. The FDA actually investigated the brand earlier this year. Brez passed the compliance check with flying colors...and Aaron posted about the whole thing publicly. Phenomenal. --- I haven't tried the product yet so can't speak to it directly but have to say I LOVE what this team is doing. Few things people are thirstier for these days than transparency, and the Brez team is delivering in spades on that front. Well done Aaron Nosbisch Avin Kline Nick Shackelford #cpg #cannabis #mushrooms #brez #fda 

411

145 Comments

The danger of generalization and lumping in natural foods with the overall food industry. It's true that UNFI is struggling and as I've said in previous posts I understand they have to grab for margin where they can. But this perspective is uninformed of the true breadth and complexity of chargebacks. I've always believed that execution can overcome competition and opex challenges. But UNFI/Kehe are the PRIMARY distributors for center-store small company natural foods, which encompasses Better-For-You products. Small brands would lose 80% of their distribution if they pulled out of these distributors. I saw someone say 'well would you rather have $1MM of profitable business vs $5MM of unprofitable business?' Seems obvious, but losing 80% of distribution would drive the cost of the other 20% up to unprofitable levels as well. I don't have the answers and will continue to execute and look for the right path, but I do think people should be aware of the situation. The pioneers of improving the food system, I think, no longer have good choices for growth without major equity funding. You have to be wicked-sharp, extremely disciplined, and maybe require great mentors or prior experience. Things will shake out and the system will find a balance. We're just not there yet.

6

8 Comments

The cannabis companies that ‘WIN’ in 2025 and beyond will have these five things in common: 1) They understand the scale that they are trying to achieve and their entire operation is appropriately focused based on that scale. -Local companies need to market and connect locally (in an extremely authentic way) while focusing on profitable, sustainable revenue streams that are mostly consumer driven. -Statewide companies need to do the hard math and modeling to understand what realistic growth means for them. Set specific growth targets based on achieveable modeling. Too many statewide brands operate, market and spend like a national brand, and it will cost them in the end. -National brands must focus on lean profitability and maintain a highly targeted approach to their spending, despite a world that may seem like it has limitless customers. 2) They don’t try to do it all. Developing mastery and economies of scale in specific sectors, while building strong partnerships in the rest of the market, is the model for success in the years to come. The great companies from 2025-Federal Legalization will seek out expansion via truly strategic partnerships (and careful aquisitions) while the mediocre companies attempt to do it all themselves. The largest, best capitalized MSOs will be buying up statewide and regional businesse with lean, focused, positive-cashflow operations, which solve specific problems in their infrastructure. 3) They are building a business that is designed for the New World of Cannabis, and the Era of Commercialization. -We aren’t trappers anymore. -Hitting licks can only take you so far. -Weed is a CPG product. -THCA is sold openly online and in gas stations. -D9 Bevs and Gummies are sold in some of the deepest red states. -Weed by mail is probably here to stay. -Mushrooms are legal in various cities and states. -Consumer trust in a brand is the most valuable asset in the industry. No matter their scale, the companies that win in the next five years will integrate themselves into the new ways consumers interact with and purchase cannabis…. (Online, DTC, Low-Dose, Mixed Nootropic, Bev, Smoke Shop/Gas Station, Mass Market, Seshes, N.A. bars/lounges, add-on dispensary licenses) 4) They build continuous feedback loops with their customers. The great brands and companies that succeed into the 2030’s will have a deep, data-based understanding of their consumers at all levels. Brands must understand the buying criteria of the stores that carry them as well as the buying criteria of the consumers that drive sell-through. The very best will encourage a rewarding consumer engagement loop that directly influences operational decision making. 5) They just don’t quit. (In fact, they continue to innovate, pivot, and understand that at the end of the day, their business is change). A lot of cannabis operators will quit in the next five years. In all business, but especially in cannabis, sometimes it’s just about being there tomorrow.

33

8 Comments

Kefir-- a fermented dairy beverage-- is rising in popularity. I weigh in on this good-for-you drink in this article via Layla Khoury-Hanold via Food Network where it takes about: --What is kefir? --How is kefir made? --What does kefir taste like? --Health benefits --The difference between kefir and yogurt --And of course, HOW to pronounce it!

17

2 Comments

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith are joined by nutrition experts Jessie Shafer, RD and Debra Eschmeyer. According to Eschmeyer, two out of three children on average drink a sugary beverage every day. Moreover, children consume approximately fifty-three pounds of added #sugar per year. To combat this acclimation to extremely sweet products, many #CPG brands are starting to reduce added sugar and natural sweeteners in children’s products and increasing nutrients like fiber and protein. Bottom line: when it comes to sweetness, less is more. Listen here: https://utm.io/ugPXr #naturalproducts #brands #lowsugar #childrensnutrition

6

Bloom Nutrition just launched a functional beverage that puts them in direct competition with their largest investor. So, why did Nutrabolt (owner of C4 Energy) not only encourage this product strategy, but help make the vision of Mari Llewellyn and Greg LaVecchia a reality? Bloom Sparkling Energy actually provides great incremental opportunity for Nutrabolt because its positioned within the opposite "energy plus" subcategory as C4 Energy. Now…we can argue if consumers even binarily think like that within the energy drinks market or if this is just segmentation minutia, but most importantly Bloom Nutrition taps into today’s female Gen Z audience that’s highly incremental to Nutrabolt overall and becoming an extremely important consumer cohort with the overall energy drinks market. Beyond sharing the growth prospects of Bloom Sparkling Energy, I'll also deeply examine how this product launch could impact: - Nutrabolt portfolio expansion ambitions (through M&A) - Keurig Dr Pepper Inc. energy drink categorical strategy - my previous Nutrabolt IPO prediction (and an interesting benefit to KDP) #strategy #trends #markets #fmcg #cpg #beverages #energydrinks #supplements #sportsnutrition #wellness #nutrition #innovation #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship https://lnkd.in/gHX_CS8Z

77

18 Comments

The global orange 🍊 juice industry is in crisis. The Florida industry has all but disappeared, and Brazilian groves are plagued by disease, rising costs, and unfavorable growing conditions, leaving global orange juice supplies at their lowest point in decades. Orange 🍊 juice prices 💰 are skyrocketing, consumer demand has been falling for years, and operators across the value chain are left wondering what’s next? Listen to the Liquid Assets team of Stephen Rannekleiv , Bourcard Nesin and Jim Watson talk with Rabobank’s citrus expert Andrés Padilla as he shares the takeaways from his latest report on the global orange 🍊 juice industry and its future, click on the link below to listen 🎶 🎧. While these events create significant supply challenges, they also create opportunities for brand owners and manufactures, to relook at their product portfolios with product innovation💡to reflect these new market realities. The beverages team at Kerry is here to help with market leading and innovative taste solutions, to help either best utilise orange 🍊 juice in a different way or enter new and adjacent product categories, please do get in touch to find out more. #orange #orangejuice #citrus #beverages #Kerry #Rabobank #liquidassets #Raboresearch #climatechange Erlon Pereira Farrah Gilsenan Marc LEJEUNE Breda Kelly John Savage Sean Ging Carol Dunne Sheelagh Pentony John Craven Mark Gallo Lars Jensen Paul Villis Gilles Halotel Mark Allen Ton Mesters Rabobank RaboResearch Francois Sonneville Sudip Sinha Nina Riggins Scott Glennon Leigh-Anne Vaughan Juan Gabriel Aguiriano Nalda

17

1 Comment

From prebiotic sodas to collagen waters, beverages are trying to do the most. Consumers are drinking it up, an excellent article on this topic by Keren Landman, well worth a read. Consumer demand for drinks that offer added health benefits — known as functional beverages — is booming, and manufacturers are giving consumers what they demand. Olipop is just one of a growing group of “prebiotic” sodas, which claim to give a boost to the good bacteria in your gut microbiome. And prebiotic sodas are themselves just one of a cascade of these so-called functional beverages that are taking up increasing space in the global drink aisle. Worldwide, the market for these products exceeds $150 billion, and it’s expected to top $200 billion in the next 4 years, with millennials twice as likely to consume them as any other age group in 2023. The proliferation of drinks in this category peaked just before the pandemic, but consumer demand for them has been on the rise ever since, jumping more than 50 percent in the US since 2020. In some ways, looking to beverages for added benefits is nothing new. Humans have been demanding medicinal effects from liquids for a long, long time. Ancient Chinese medicine and the Galenic and Hippocratic methods practiced in ancient Greece embraced tea and wine as therapeutic agents, and we’ve relied on coffee’s stimulating effects for more than a millennium. The future is bright for functional beverages and it is a category full of opportunists to meet consumers ever growing proactive health needs for healthier and more functionally orientated beverages #health #functionalbeverages #medicine #supplements Carol Dunne Gwyneth Kelly Michelle Osagie David Deeley Brian Short Sheelagh Pentony Elizabeth Horvath Nina Riggins Jordan Dow Mark Allen Mindy Leveille https://lnkd.in/eNpwePXz

21

Is your F&B company battening down the innovation hatches, or facing today's market conditions head on? 🌪️🏃‍♂️ IFT assembled a panel of experts, one of which was JPG's founder Jeff Grogg, to discuss the need for innovation amidst inflation pressures during their annual IFT FIRST conference. Check out the recap article 🔗 https://hubs.li/Q02K5vXP0 as they cover the economic and private label pressures companies are facing, along with the panel's market predictions surrounding high-impact development, divestitures and acquisitions. #FoodandBeverage #CPGIndustry #Inflation #Innovation #MarketPredictions Institute of Food Technologists (IFT)

11

2 Comments

New survey data out from International Food Information Council about Americans and snacking. Main findings: - Almost 9 out of 10 Americans call what they eat or drink between meals a “snack.” - More than 4 in 10 Americans say they feel content and/or happy when snacking. - Americans typically snack on sweet, salty, and crunchy foods, and nearly half include a beverage. - Half of Americans do not set calorie goals when snacking. - 2 in 3 Americans say their snacks are more likely to be spontaneous than planned. - Among the five good groups, most American snackers seek fruit in their snacks followed equally by protein and/or grains. - More than 4 in 10 Americans say their typical snack satisfies their hunger between meals and is an extra treat. - Americans choose their typical snack to satisfy hunger, a specific taste, and/or desire for convenience. The stat that stands out to me most is that 2 in 3 Americans say their snacks are spontaneous. What I wonder is if the "trigger" to snack is physical hunger? Being in an environment of plentiful food? Stress? Fatigue? Boredom? Etc. What do you think about the spontaneous nature of snacking? #food #diet #health #nutrition #foodscapefinds https://lnkd.in/gUujmNFS

12

5 Comments

This article from The Food Institute perfectly captures the essence of the clean label movement - consumers are demanding more from their food, and they're willing to pay a premium for it. Clean label goes beyond just ingredients. It's about transparency and building trust with our consumers. I’m proud to be a part of this growing movement, and can't wait to see what the future holds for Meala Foodtech! #cleanlabel #protein #health #transparency #foodindustry

35

2 Comments

3 Cannabis Product KPIs- most operators don't look at Whether you're a dispensary or a vertically integrated operator, understanding how customers interact with your products is crucial for making assortment decisions and monitoring loyalty. You've likely seen products hit the shelves with a bang, only for sales to fizzle out within 60 days. This often happens because the product fails to drive repeat purchases from most customers. Track these three key performance indicators (KPIs) 1. Follow-up Purchase Rate (%): How many transactions containing Product X resulted in a subsequent purchase from the same customer, regardless of the product? 2. Repeat Purchase Rate (%): How many orders containing Product X resulted in a repeat purchase of the same product? This metric is especially important for vertically integrated brands or products where you want to cultivate customer loyalty. 3. Customer Lifetime Value ($): What is the annual value of customers who bought Product X during their first visit? Where do you apply these insights? → Customer acquisition and retention campaigns →In-store product placement and merchandising → With budtenders and store managers to build selling confidence. These KPIs provide valuable insights into what products are selling, when, and to whom. While budtenders and managers may instinctively know the top-selling brands or products, these metrics unveil hidden gems or underperformers that deserve closer attention. These KPIs can help you/your teams make data-driven decisions that optimize your product mix, improve customer experiences, and ultimately drive revenue growth.

52

1 Comment

When working with some of the industry’s biggest names, like Wegmans Food Markets, Rich Products Corporation, Galbani Cheese, and Top Seedz, it’s critical that we keep ahead of the curve. But we also like to share the wealth. Here are the top five trends we’re seeing across the food and beverage industry. Want even more insight? Read the full blog: https://lnkd.in/ePCVFRhQ #foodtrends #marketinginsights #foodmarketing #foodandbeverage #insight

40

Is your business targeting #GenZ coffee consumers? "Recent analyses, including insights from The Economist, have highlighted that Gen Z have a higher income than its predecessors, the #babyboomers and #millennials.  The article reports that a typical 25-year-old Gen Z-er (or Zoomer) has an annual household income of over $40,000, more than 50% above baby-boomers at the same age. While factoring in inflation and current cost of living might make these numbers less sensational, they still demonstrate that Gen Z holds considerable #economicpower." Check out today's article at Coffee Intelligence. Sarah Eleanor Charles spoke with William Dunaway about the preferences of Gen Z and millennial coffee consumers, as well as their priorities such as sustainability, community, brand building, and fun and exciting products. https://lnkd.in/e9NMCTqn

11

Launching canned beverages allows you to tap into a rapidly expanding market, diversify your product offerings, and meet the evolving demands of today's consumers. Here's some wild statistics 😲 - Cannabis canned beverage market is expected to grow to $117B by 2032 - Ready-to-drink Coffee surging towards a projected $64.78 billion by 2032 - Hard Seltzer market, valued at $16.5B in 2023, is expected to more than quadruple by 2033 Beverage production can be daunting, but knowing where to start and how to optimize your procedures is the first step to tap into the explosive growth of canned beverages. If you're considering launching a craft beverage, check out the complete guide to production and packaging here. https://lnkd.in/eRRDG72Z

18

Whether you are an avid golfer, runner, pickleball player, or participate in any other active sport, you know that taking care of your body is the key to long lasting and engaged performance. Our consumers continue to choose Entourus salves for both pre and post workout and anytime they are physically active, to lend a helping hand. Our latest blog for the month of June details how to best use CBD muscle cream, how frequently to apply, and how to establish the right dosage for you!

12

 🌱 Plant-Based Surge Continues! 🌱 A new report from the Plant Based Foods Association (PBFA) and the retail merchant Kroger highlights a significant trend that we all support: plant-based food sales are on the rise for the fourth consecutive year! The report insights show plant-based alternatives making their way into more baskets, with shoppers seeking nutritious, eco-friendly choices that fit their budgets. As the demand for these products increases, brands and retailers have an incredible opportunity to innovate and meet evolving consumer needs. Fava ingredients can make a real impact in plant-based products foods that consumers want for great taste and texture! What do you think is driving this shift? Are we looking at a long-term change in eating habits? #PlantBased #SustainableFood #FoodIndustry #ConsumerTrends #Innovation #HealthyLiving #SustainableFood #FoodIndustry #ConsumerTrends #Innovation #HealthyLiving #FavaBeans #FavaFlour #FormulatewithFava

3

1 Comment