Snac World - Official State of the Industry 2023 - 26

STATE OF THE INDUSTRY
numbers is vital for getting a
foot in the door with retailers.
Startups must present a brand
they can't say no to.
" You need to sell with your
data the larger you get, " said
Blake Sorenson, founder of
BFY bar company Blake's Seed
Based, Chicago. " If you can explain
to your buyers how you're
bringing people to the category,
rather than stealing share from
competitors, that goes a long
way. "
Mr. Ceglio said trade shows
have been instrumental to
the brand's rapid growth
over the past year. Chubby
Expanding
too quickly
can be a
critical error
for startup
brands.
Jackson's Chips
Snacks jumped from about 50 stores in January
2022 to more than 500 by the year's end, and it's
launching into its first nationwide retailer this year.
" We have the ability to really show our personalities
and talk to buyers [at tradeshows], and
you don't get that same type of engagement and
excitement from a buyer when you're just sending
them a cold email online, " Mr. Ceglio said.
Making it onto stores shelves is a huge win for
brands on the path to becoming a disruptor, but it's
far from the end of the game, said Lauren Chew,
founder of functional cookie brand Love + Chew,
San Francisco, which achieved its first nationwide
launch with Sprout's this year. Startups must follow
this up with a strong marketing strategy that ensures
their product comes off the shelf as well.
" One of the biggest things I've learned is that it's
on you as a brand to make sure everything goes
smoothly [in retail], " she said. " Your buyer is managing
thousands of SKUs and is very busy. "
An effective marketing plan requires a full understanding
of who the target customer is and doing
everything possible to get product in front of them.
Blake's Seed Based, for example, is big on sampling
events and in-store promotions to drive trial.
" We do demos in store at our key retailers
because we know if we can just get our key consumers
to try our product, they will convert, " Mr.
Sorenson said.
AVOIDING THE BIG MISTAKES
The prospect of getting into new retailers or a nationwide
release may seem too good for a startup
to pass up, but growing too quickly can be a costly
error.

Snac World - Official State of the Industry 2023

Table of Contents for the Digital Edition of Snac World - Official State of the Industry 2023

Snac World - Official State of the Industry 2023 - Intro
Snac World - Official State of the Industry 2023 - 1
Snac World - Official State of the Industry 2023 - 2
Snac World - Official State of the Industry 2023 - 3
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