Brand News
13 December 2022
Here are the 75 fastest-growing emerging brands on Instacart
Liquid Death, Truff and Poppi are highlighted among a host of up-and-coming CPG brands.
Poppi bubbled up to #10. (Courtesy photo)
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Instacart is highlighting the up-and-coming CPG brands rising up the digital shelf.
The grocery tech company compiled a list of the 75 fastest-growing emerging brands on its marketplace. The ranking was based on year-over-year sales velocity growth, and limited to certain brands based on age, sales, distribution and investment threshold.
"On this year’s list you’ll find lots of innovative options in the better-for-you category, including vegetarian meals from brands like Tattooed Chef, and allergen-free snacks from MadeGood and Love Corn, to sparkling beverages that pack a little extra punch – like a collagen boost in SkinTe and prebiotics in Poppi," Instacart writes in a blog post.
Here’s a look at the list:
- Slate Milk
- Tattooed Chef
- Liquid Death
- Snapdragon Foods
- MadeGood
- Genius Gourmet
- Truff
- Good Good
- Blue Sky Family Farms
- Poppi
- Mason Dixie Foods
- Serenity Kids
- Cappellos
- Egglife
- Smart Sweets
- Love Corn
- Alpha Foods
- SkinTe
- Reveal Pet Food
- Avaline Wine
- Dream Pops
- Impossible Foods
- Ripple Foods
- Bare Bones
- Lily’s Toaster Grills
- Momeez Choice
- Strong Roots
- Repurpose
- Cerebelly
- IQ Bar
- Wilde Chips
- NuTrail
- Spudsy
- TruFru
- Mighty Spark
- Mush Foods
- The New Primal
- That’s it.
- Brekki Overnight Oats
- Munk Pack
- DUDE Products
- Portland Pet Food Co.
- Roar Organic
- Kevin’s Natural Foods
- Unreal Deli
- Belgian Boys
- Ocean’s Halo
- Oh Snap! Pickling Co
- Alani Nutrition
- Vive Organic
- Flying Embers
- Banza
- Suja Juice
- Mike’s Hot Honey
- Seal the Seasons
- Catalina Crunch
- Unreal
- Lesser Evil Snacks
- Halo Top
- Love Beets
- HighKey Snacks
- FitCrunch
- Proud Source Water
- Gotham Greens
- Youtheory
- The Jackfruit Company
- Biolyte
- Aloha
- Palmini
- I and Love and You
- Daring
- WTRMLN WTR
- Quinn Snacks
- Once Upon a Farm
- BEAR Snacks
The list arrives in a year in when Instacart has rolled out a number of new ad products that are designed to provide emerging brands with tools to gain visibility and increase sales on marketplace. Earlier this year, Instacart introduced display ads and rolled features that made them shoppable. This was followed by page templates that allowed brands to create shoppable destinations. A new ad-buying experience that centers marketing objectives in self-service ads also arrived this fall, alongside a new tool for promotions.
“Smaller, newer CPG brands are working hard to break into a crowded industry, find the right audience, improve awareness, and grow their distribution – all while managing limited ad budgets and competing with well-funded legacy brands,” Instacart writes in a blog post. “Over the last few years, we’ve been working with small brands to design flexible, accessible, affordable tools to amplify their products on Instacart.”
Instacart is one of the largest retail media platforms, and it’s clear that it is making room for startups looking to harness ecommmerce and marketplaces for growth.
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Marketing
09 June
'There's a lot of ways to frame value'
Campbell Soup Company CEO Mark Clouse offered thoughts on messaging amid inflationary shifts in consumer behavior.
Photo by Kelly Common on Unsplash
After months of elevated inflation and interest rate hikes that have the potential to cool demand, consumers are showing more signs of shifting behavior.
It’s showing up in retail sales data, but there’s also evidence in the observations of the brands responsible for grocery store staples.
The latest example came this week from Campbell Soup Company. CEO Mark Clouse told analysts that the consumer continues to be “resilient” despite continued price increases on food, but found that “consumers are beginning to feel that pressure” as time goes on.
This shows up in the categories they are buying. Overall, Clouse said Campbell sees a shift toward shelf-stable items, and away from more expensive prepared foods.
There is also change in when they make purchases. People are buying more at the beginning of the month. That’s because they are stretching paychecks as long as possible.
These shifts change how the company is communicating with consumers.
Clouse said the changes in behavior are an opportunity to “focus on value within our messaging without necessarily having to chase pricing all the way down.”
“No question that it's important that we protect affordability and that we make that relevant in the categories that we're in," Clouse said. "But I also think there's a lot of ways to frame value in different ways, right?”
A meal cooked with condensed soup may be cheaper than picking up a frozen item or ordering out. Consumers just need a reminder. Even within Campbell’s own portfolio, the company can elevate brands that have more value now, even if they may not always get the limelight.
The open question is whether the shift in behavior will begin to show up in the results of the companies that have raised prices. Campbell’s overall net sales grew 5% for the quarter ended April 30, while gross profit margins held steady around 30%. But the category-level results were more uneven. U.S. soup sales declined 11%, though the company said that was owed to comparisons with the quarter when supply chains reopened a year ago and expressed confidence that the category is seeing a longer-term resurgence as more people cook at home following the pandemic. Snacks, which includes Goldfish and Pepperidge Farm, were up 12% And while net sales increased overall, the amount of products people are buying is declining. Volumes were down 7%.
These are trends happening across the grocery store. Campbell is continuing to compete. It is leading with iconic brands, and a host of different ways to consume them. It is following that up with innovation that makes the products stand out. Then, it is driving home messaging that shows consumers how to fit the products into their lives, and even their tightening spending plans.
Campbell Soup is more than 150 years old, and has seen plenty of difficult economic environments. It is also a different business today, and will continue to evolve. At the end of the day, continued execution is what’s required.
“If it's good food, people are going to buy it, especially if it's a great value,” Clouse said.
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