Dr. Seuss famously said “why fit in when you were born to stand out”, so it’s only natural consumers would want CPG products as customizable as their individual uniqueness. Mass customization has been the “next big thing” in CPG product strategy for a very long time. Problem is, the CPG industry isn't there yet, but that doesn't mean brands can't creatively find ways to integrate customization elements now. Trends are changing faster than ever before, as consumers share their tastes, preferences and individualism with the world online. That has bled into the functional CPG categories, as personalized nutrition heats up and customized nutrition is growing more mainstream. Those that succeed will be the ones who have laid out their customization strategies clearly and build simple, executable models from manufacturer to customer. To drive home the creative mass customization layers available today, I provide a "case study" on the brand Gainful.