Why do you think small CPG brands are doing so well in today’s shopping landscape? What will this mean for larger CPGs going forward?
Interactive Edge’s CEO, Zel Bianco comments:
Some have commented that it is a good thing that big CPG has acquired the smaller brands because they will show them the ropes and help them grow. To some degree, this may be the wrong approach as the founder of Function of Beauty has stated, “if we were to partner with Sephora, we would become just like every other shampoo brand.” He knows that what makes his brand special is that it remains independent and laser focused on the personalized manufacturing process he has created. Yes, it makes sense from a financial perspective for the smaller brands to sell out to the large, but will they be gaining wealth and losing their “special sauce” in the process?
Read the entire article from RetailWire:
Why haven’t CPG giants figured out what makes small brands so popular?