McKinsey Told You Disruptors Are Winning CPG. PepsiCo Just Showed You Why.
Five archetypes of disruption. Six defining traits of disruptor brands. Zero mention of what it means to disrupt.
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Five archetypes of disruption. Six defining traits of disruptor brands. Zero mention of what it means to disrupt.
The $5 billion industry built on ingredients your gut can't process. And why nobody's fixed it.
PepsiCo just paid $1.95 billion for fizzy water with fibre in it. The three way cage match between Coke, Pepsi, and a guy who blew $300K on his first failed soda brand. The gut is big business.
This is the multi-billion dollar industry built on four ingredients your nan kept in her pantry.
If you're building a pet brand, the economics are extraordinary. Low COGS, high emotional attachment, weak regulation, subscription-friendly, what more could you want?
A bottle of wine costs $2 to $7 to make. It retails for $15 to $15,000.
Your $4 running gel costs about 15 cents to make. The primary ingredient? Maltodextrin.