Ep. 148: How Winning Brands Turn Better-For-You Ingredients Into Big Business
Building products with better ingredients is easy to talk about. Building a successful business around them is much harder. Join Tom First, Founder of Culture Pop, and Heather Wood, SVP of Marketing at Goodles, as they discuss the realities of formulation, sourcing, branding, retail growth, and operations, and how they’ve turned clean label products into brands that drive trial, repeat purchase, and sustainable growth.You will learn:How to decide whether an innovation solves a real consumer need or is simply chasing a trendHow to make ingredient decisions that balance taste, consumer value, manufacturing feasibility, and brand positioningHow to simplify an unconventional production process so it can scale without compromising the productHow to choose the right pace and path for growth based on your capital, team, and ability to support new distributionHow to make sure your product and packaging can drive trial and repeat before spending heavily on marketing
