Too often, I see “better for you” or functional CPG brands thinking strategically about customer personas in these clean binary constructs. I get it though…an avid premium kombucha buyer would never have a shopping cart that’s also full of Oreos, hot and ready fried chicken, and cans of fake spray cheese, right? Well…CPG entrepreneurs with that kind of limiting mindset about consumer behavior leave A LOT of opportunities on the playing field. Just because a growing number of consumers are avoiding sugary sodas in favor of health halo beverages, it doesn’t mean they aren’t still indulging in other parts of their diet. In a world that often feels difficult to manage, an indulgent treat provides a moment of pleasure and has grown in acceptance as critically important for emotional well-being.

FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS