Riding the Sweetness Curve
Understanding the sweetness perception curve and how it shapes consumer taste expectations in functional products.
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Formulation strategy, brand thinking, and CPG insights — straight from the lab.
Fast, Cheap, Iterative: Rethinking Early CPG Production
Early CPG brands have a speed advantage over incumbents but only if they embrace iterative production instead of over-engineering V1.
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The Biggest Mistake Early CPG Brands Make: Going Broad Too Soon
The biggest mistake early CPG brands make is designing for everyone. How to find your product-market fit before you scale.
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EPG - David is Goliath now
An honest look at EPG and why the natural vs. processed debate misses the real story for early CPG brands.
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Formulating your supplement product: is there an easier way?
The supplement formulation industry is full of shortcuts. Why backbone still matters and how to navigate your options.
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Scalpel or Sledgehammer?
How the business logic of bundling and unbundling applies to CPG brand strategy and when to use each approach.
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The Familiar Ingredient(s)
In an era of novel ingredients, consumer trust still runs through the familiar. How to use recognizable ingredients to build credibility.
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Coffee always wins
Why are there so many coffee brands and what supplement brands can learn from the psychology of coffee consumption.
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Supplement Feedback Loops
The one thing most supplement brands overlook before launch: designing feedback loops that let consumers feel what is working.
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