In a recent study from CB Insights, global food and beverage funding since 2012 has added up to $5.9 billion across 1300 deals. Take a look around your grocery store and you’ll see hundreds of new brands with about $2 billion in fresh funding that didn’t exist 5-10 years ago. Unicorns like Sabra are on their way to $1 billion dollars in revenue while Chobani, heading towards a cooler $2 billion, is barely a decade old and currently sitting as the top yogurt company in the US. Retail channels like Trader Joe’s, Lidl and Aldi continue to disrupt the traditional supermarket and grocer category while eye-raising mergers and acquisitions such as Amazon and Whole Foods deal promise to profoundly impact brand and consumer behavior and expectations.
As an agency that has worked with brands, big and small, up and down the shelf and aisle, we couldn’t help but wonder how these radical changes are affecting them. Whether you’re a legacy brand looking to evolve or a start-up looking to scale, the new landscape of seemingly limitless choices, new shopping platforms, and endless competitors encroaching your product and category territory, the old ways of maintaining and growing your companies are being challenged at every turn.
In our first Straight Talk Live! we invited Noha Waibsnaider, founder of Peeled Snacks, for a discussion about the future of mass CPG food and beverage and the conundrum of how to act small when you’re big…and how to get big when you’re small.