Prelude Growth Partners’ Post

A timely article, given all of the innovation we've seen over the past couple weeks. Disruptive brands in Food & Beverage/CPG gained momentum in 2023, tripling their share of incremental category growth from 2022. Emerging insurgents ($10MM-$25MM) are outgrowing their categories by 10 TIMES, and are expected to grow that share in 2024 & beyond. Innovation that provides consumers with a meaningful value proposition is more important than ever, for insurgent brands as well as larger brands hoping to maintain or grow share. Contact Illuminate Growth Partners if you're looking to accelerate &/or elevate your innovation efforts. We offer advisory services, custom project support, and fractional resources. #innovation #emergingbrands #insurgentbrands #illuminategrowthpartners https://lnkd.in/grMFVi7s?

Unilever is about to ‘zombify’ its Ice Cream brands, and set them loose. Well, actually they are already zombie brands — particularly Ben & Jerry‘s — so we should probably say ‘rezombify’. What is a zombie brand? An offer that appears to be identical outwardly, but inwardly is controlled by a completely different entity — just like a ‘B movie’ zombie. Cadbury‘s is the poster-boy for British zombie brands. Outwardly the product looks the same as any Boomer‘s half-remembered nostalgia. But there is no trace of the original Cadbury ethos, the recipe has changed (it‘s now fake chocolate, with hardly any cocoa butter and far too much sugar), and the supply chain is shit, with child labour even. No more George Cadbury cycling into Birmingham after work to teach adult literacy, the pretentiously named Mondelēz International (who were Kraft, the plastic cheese people) run it now, for the benefit of a bunch of asset managers. Ben & Jerry‘s has been much the same, packaged with hippie iconoclasm, administered by a multinational. It’ll be going along with Walls (which was never ice cream‘s greatest moment) and Magnum (which was kind of alright on an off-night). And this is what modern brands are designed to do: to provide an artificial sense of continuity, as they are bought and sold between investors, reduced in weight and cheapened in ingredients. It‘s a marketing con-trick, for the benefit of those who extract rent from us through these little monsters. https://lnkd.in/ejc2UFS7

Challenger or disrupter brands seek to challenge long held established concepts, ideas, consumer needs, and occasions. Yet very importantly, they want to change established norms, along with hearts and minds. As such, Feastables is likely the next $1B brand in the snacks and confectionary industry. This emerging brand is reinventing brand building and marketing like so many challenger brands. #challengerbrands #disruption #brands #marketing #microbrandcode #futureofcommerce #cpg #fmcg #retail #restaurants Feastables MrBeast Burger

The title of this article says it all. Consumers' desire for healthier, more sustainable products continues to grow. CPG brands are renewing their appetite (and investment) for innovation in order to meaningfully grow and stay ahead of the competition. Illuminate Growth Partners provide clients with added flexibility, innovation capabilities, and a true competitive advantage. From advisory services, custom projects, and fractional resourcing, we have solutions for any client need. Contact us at [email protected] to learn more. #innovation #emergingbrands #illuminategrowthpartners https://lnkd.in/gdUNY9ey

Understand tomorrow’s consumer trends when evaluating a consumer brand. Interview in Swedish financial newspaper, Dagens Industri, with Sara Arvius Heidenvall, co-founder of Nicoya. As a consumer brand guru, having played a valuable role in developing the brands of NICKS and El Taco Truck, Sara shares the trends identified with consumer research company InsightMe. in the Food Frontrunner Report 2023. Functional food and the increased demand for food that matches personal needs, are also identified as a strong trend by Bodil Sidén at Kost Capital https://lnkd.in/gEqDspm7

https://lnkd.in/e2krE4r4 a few really cool things... Of course it's my friend Brad who you need to follow on this platform because he is a zen master.(no joke, read his posts, you may laugh and your life will definitely improve) In his day job, Brad works for the Wonderful company (because that is what a Zen master does) and they have discovered a way to upcycle what was pomegranate waste, and turn it into an incredibly nutritious and prebiotic material that also enhances flavor and reduces the need for Cocoa in various applications. as Cocao prices have gone up over 3x in the last few months, with no sign of slowing down, this is a really big deal! this is cool because it's nutritious, prebiotic, upcycling (one of my favorite trends) and features Brad!!! #upcycling #sustainable #Cocoa #beyondbrands #supplysidewest #vitafooods #pomegranate #zenmaster

This should further end the debate around long term #investments for #brand building vs performance #marketing, #promotions, #discounts etc. Not only is this coming from Nestle, but also from big #FMCG behemoths like Coke, Pepsi, Unilever and many other big brand owners. #Price driven #growth is not sustainable because at one point, consumers will switch to cheaper alternatives and as noted by the Nestle CEO, #retailer own brands. Brand driven growth has always been more sustainable and long term because your brand's equity will allow you to ride over tough economic environments (that significantly impact consumer behaviour and spending patterns). https://lnkd.in/eceKZ-Rh

The power of good design can be worth $600 million. . . The old design in 2014 yielded $2 Million in sales. The new design in 2017 yielded $160 Million in sales Why is it such a massive shift, and why did it make more money? 1. They moved away from the same generic organic/natural marketing that every other brand promises. 2. They let the ingredients speak for themselves 3. They simplified and made themselves look more bold. 4. Made all their labels consistent 5. They leaned into their pharmacutical name with a mirrored look 6. They were transparent and honest. These are all design decisions that made the look of the label and the positioning of the brand 80x more profitable in 3 years. So if you question the importance of good design, remember the impact it had on RX. Need help? Let me know. :)