Emerging and insurgent brands are fueling 39 percent of incremental category growth despite accounting for less than two percent of market share. To further fuel that growth, Advantage Solutions recently launched their first-ever Brand Accelerator Challenge to identify and support manufacturers poised for even greater velocity.
Coinciding with Natural Products Expo West, the accelerator presented an enticing proposition to brands. A chance to receive significant in-kind consultative services from across ADV’s solution offerings.
And the Brand Accelerator Challenge winners are…
With several prize packages at stake, judges listened to presentations, asked questions, and provided feedback. Advantage leaders from analytics, agency, demo, eCommerce, retail merchandising and supply chain provided comprehensive insights from across their groups. FDM, Advantage’s incubator for startups, also shared their expertise.
The judges weighed several factors in making their final decision. A comprehensive score on product service offerings, market potential, go-to-market strategy, supply chain, production capabilities and brand strength resulted in three winners:
First place | Petit Pots
Chef-inspired French pudding made with clean ingredients and produced in-house to achieve superior quality and consistency. Currently the no. 1 refrigerated pudding in the natural channel, they’re looking to scale up their presence in the conventional channel through a new mass-friendly packaging option.
Second place | Yumi Organics
Start your day with overnight oats packed with protein, fiber, vitamins and antioxidants. Just as important is what they leave out: GMOs, artificial flavors, preservatives and only six grams of sugar per serving. Currently the leading brand in Canada poised to disrupt the U.S. market.
Third place | Immi Ramen
Olympic goal medalists and Grammy award winners agree that this high protein, low carb ramen is a hit. Growing in both the Asian and soup sets, an upcoming line extension outside of noodles can solidify their place as a broad Asian brand.
Three honorable mentions were also awarded. Coops natural hot fudge and caramel sauce. Big Mountain’s soy-free tofu products. AVI Foods’ gut-healthy granola made from beans.
What the winners are saying
“The timing [of the brand accelerator] is fantastic. I think we’re right on the precipice of some big things in the conventional channel. [Working with Advantage] could be a really, really great partnership. -Curt VandenBosch, VP of sales, Petit Pot
“I think it’s really amazing that Advantage is working with emerging brands to support us and giving us a real shot in the CPG world. It takes a lot of the risk and question marks out of my brain knowing that we have a great team of experts who know the territory very well to support us and guide us.” -Zoey Li, founder, Yumi Organics
“Having a company like Advantage gives us something that I can’t do on my own. It’s awesome to get that buy in from bigger companies. It’s validating and gives us even more credibility.” -Tyler Olivas, director of sales, Immi
Building retail velocity informed by experience
According to research from FDM sales, only 15 percent of emerging brands reach their objectives. Expanding distribution too quickly, falling short on marketing, and not maintaining an adequate supply chain were some common pitfalls.
In contrast, brands that have beaten those odds typically focus on scaling sustainably, using authentic moments to drive trial, and building an insights-driven go-to-market playbook.
Learn how Advantage is shaping the marketplace and helping brands fill more carts by downloading your copy of How emerging brands unlock breakthrough growth.
