Kavita Shah

High school seems like forever ago, but I still see it play out all the time as an adult, especially in the CPG space. Brands/founders who want to be “popular” so they: > Chase trends and always try to be on top of the next diet/lifestyle craze. > Care so much about what people think that they never take a stand and say everything without saying anything at all. > Have lost their own authenticity to chase being what they think people want them to be. > Only want to befriend/partner/collaborate with the other “cool kids”. > Always act like they have it all going on and things are perfect, even when they’re not. > Sell their soul for “success” (or what they think others will define as successfull). But, just like in high school, it’s the kids [brands/founders] that know who they are (and aren’t afraid to be who they are), keep their heads down doing the work that matters (regardless of how much attention it gets them), stick to their opinions (even when it's unpopular), and would rather live a meaningful, authentic, and purposeful life than be a high school hero (industry darling) that are the most impressive. Your $30k trade show booth or eight-figure fundraise will never impress me nearly as much as the authenticity that you can bring to the world to help make the world a better place, regardless of how many people notice. To the admirably "unpopular" ones… No need to tag you here. You don’t need that kind of validation anyway. You know who you are. The world needs you. Know that you’re the ones that impress and inspire me the most. Please keep being you. Don’t let this world influence you otherwise. Sincerely, me.

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Consumer behavior has never been more fragmented, and ROAS just doesn't work as a way to measure it. How should brands navigate that, especially mid-sized brands with limited budgets? I was lucky to get to share my thoughts at the Encore Leadership Conference by Encore Consumer Capital. A big thank you to Robert Brown for inviting me to lead this conversation. Digital marketing attribution, always a flawed methodology, has suffered a major blow since iOS 14. Up to 85% of U.S. iPhone users disabled ad tracking, according to one source, and Apple controls a majority of the U.S. mobile phone market. That means ROAS is much less accurate than it used to be. The solution is marketing mix modeling (MMM), which used to be too expensive and complex for private equity-backed brands. But Smoketown has partnered with an affordable, accurate and nimble firm called NoiseGrasp to bring those services to growth-stage companies. Here's an example of what we've learned: ➡️ For brands with a significant ecom and brick-and-mortar presence, there is a consistent halo effect, where marketing tactics focused on one channel (e.g., Amazon) also drive revenue on the other (e.g., Walmart). But that impact is hidden from ROAS measures and digital attribution. ➡️ All tactics have a point of diminishing returns and a minimum spending threshold, which ROAS misses. Overspending on the “best” tactics is common. Fragmentation amplifies the challenge. ➡️ Many brands have a tendency to overspend during their peak season when the spending is less necessary, and / or underspend during the “off-season” when the impact would be greater. ➡️ Growth brands often have no understanding of their base business (i.e., the portion of sales driven by the brand’s equity and loyalty), because it is impossible to measure without marketing mix modeling. Base weaknesses are often “covered up” by advertising or trade spend. Intrigued? DM me to learn more about whether MMM could be the right solution for your brand. #consumerbehavior #contentfragmentation #roas #digitalmarketing

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Reflecting on this monumental moment, I wanted to wait until the news was "official" before sharing my thoughts and feelings... Almost 7 years ago, a good friend now who started as a good client invited me to his new office in NJ to explore a plant-based protein company he was considering acquiring. That's when I first encountered OWYN. Honestly, I wasn't sure what to make of it initially. Plant-based, vegan protein drinks weren't in my usual "repertoire" of ideation and marketing. But after trying the product that day, I knew I wanted to be part of the journey. And what an incredible journey it has been! Throughout the last 7 years, in my capacity as a "strategic advisor," I've embraced a multitude of roles and responsibilities, working closely with a diverse array of talented leaders. From individuals who made significant contributions from the outset and have since moved on, to those who have ascended to leadership positions, such as CEO Mark O. and Chief Sales Officer Matt OConnell, as well as "more recent" additions like CMO Julia Perez, who came in and made an immediate and substantial impact, our collaboration has been characterized by passion, mutual respect, and an unwavering commitment to innovation. Now, fast forward to today. After countless hours of strategic discussions, meetings, and partnerships, we've achieved something remarkable. We've taken a niche brand, crafted with the finest ingredients, and found the perfect successor in our recent acquisition. If you notice, even as a "consultant" I always will refer to it as we. When I work with brands, especially from day 1, I consider myself a true part of the team. Being part of a brand from inception to this pivotal moment is incredibly special. As a matter of fact, it's been a huge goal of mine since that fateful day 7 years ago. I'm eager to see what lies ahead for OWYN and hopeful that I can continue contributing to a product and brand that means so much to me and countless others, especially our consumers. #OWYN #PlantBased #Acquisition #Journey #Gratitude #Business #CPG #SimplyGood https://lnkd.in/emY6UT2g

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57% of Millennial and Gen-Z TikTok users adopt nutrition trends they've seen on the app, but just 2% of these trends are accurate. If brands mindlessly adopt these trends, it can erode trust and create frustration for customers when they don't see the results they expected. Prinova's industry insights can give your brand insight into the latest scientifically-backed trends. This allows you to create products that deliver real value instead of hollow promises. #WeArePrinova #PrinovaGlobal #NutritionTrends #Misinformation

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Update for Non-Alcoholic Beverage Shoppers If you’re picking up alcohol-free drinks like Giesen, Athletic Brewing, or newer health-focused options like TranQuini Dei Soi and Kin Euphorics, here’s something to know: major retailers like Target and Walmart may ask for your ID at checkout. Even though these drinks are non-alcoholic, they’re often sold next to traditional alcohol, and some states, like New York, require ID for these beverages as well. Target has been quietly implementing this policy for some time now, and while some customers find it inconvenient, it’s all about following regulations and ensuring these products meet growing market standards. next time you grab a non-alcoholic drink, just be prepared to show your ID, even if your on social security 😂😎🤝

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Coke vs. Pepsi? Not so fast.   For the first time, Keurig Dr Pepper Inc. has now claimed the #2 soda spot in America, surpassing PepsiCo, who had held the position for over two decades. Their innovative marketing initiatives and unique blend of flavors have truly set them apart from the competition. I had the chance to discuss Dr. Pepper's remarkable rise with The Food Institute, emphasizing their strategy and how they have particularly resonated with the younger demographic, who crave diverse flavors beyond traditional cola.   In the article, I mentioned: "Dr. Pepper has distinguished itself through effective marketing campaigns that emphasize its unique flavor and individuality. This strategy resonates particularly well with younger demographics seeking alternatives to traditional cola drinks."   With Dr. Pepper's leap to the #2 position, do you think they have a shot at dethroning The Coca-Cola Company from the #1 spot? In which other categories do you think a shift like this is possible? Read the full article here: https://lnkd.in/g572y5jv   #MarketingStrategy #BeverageIndustry #Innovation #DrPepper

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🗞️What’s new this week with CPG brands? Let’s celebrate the wins from emerging brands! Here are news stories you have to read: 🛒 𝐑𝐄𝐓𝐀𝐈𝐋 𝐑𝐎𝐋𝐋𝐎𝐔𝐓𝐒 🥭 Jack & Friends, founded by Jessica Kwong, is now available at the Whole Foods Daily Shop in Lennox Hill, NYC, with plans to expand to all Whole Foods Northeast locations next month. 🌾 Chasin' Dreams Farm, founded by Sydney Chasin, has launched its regeneratively farmed sorghum snacks at Whole Foods South Pacific. 🌿 SEEDLY, founded by Mateen Pouyafar, has launched its low-sugar Seed Bark in MOM's Organic Market, bringing three delicious seed-packed flavors to health-conscious shoppers. 🍛 Lentiful, founded by Ben Bacon, is now available in Wegmans Food Markets, 370 Walmart stores, and on Misfits Market, solidifying its presence in key grocery chains across the Northeast. 🌶️ Maazah, founded by Sheilla and Yasameen Sajady, MBA, is gearing up for major retail expansion with upcoming partnerships with Costco, Whole Foods, and Target. 🚀 𝐍𝐄𝐖 𝐏𝐑𝐎𝐃𝐔𝐂𝐓 𝐋𝐀𝐔𝐍𝐂𝐇𝐄𝐒 ☕ BAUER'S BREW, founded by Mike Bauer, has debuted COLDSPRESSO, crafted using a proprietary Cold'Xtraction process to elevate coffee from a commodity to an art form. 🤝 𝐁𝐑𝐀𝐍𝐃 𝐏𝐀𝐑𝐓𝐍𝐄𝐑𝐒𝐇𝐈𝐏𝐒 🧃 MIZO, co-founded by Holly Paul and Chris Tran, secured a Walmart Open Call Golden Ticket, paving the way for its hard juice pouches to hit Sam’s Club shelves nationwide in 2025. 💸 𝐈𝐍𝐕𝐄𝐒𝐓𝐌𝐄𝐍𝐓𝐒 𝐀𝐍𝐃 𝐀𝐂𝐐𝐔𝐈𝐒𝐈𝐓𝐈𝐎𝐍𝐒 🥣 Lil Bucks, founded by Emily Griffith, closed a $3M Series A round led by Proterra Investment Partners. 🎉 𝐍𝐄𝐖𝐒 𝐓𝐎 𝐂𝐄𝐋𝐄𝐁𝐑𝐀𝐓𝐄 🥄 Little Spoon, co-founded by Ben Lewis and Angela Vranich, became the first baby food company in the U.S. to test every batch for 500+ toxins, setting a new industry safety standard. 🌱 Wild Bay, founded by Sid Sharma, was honored to be featured at Ignite Capital's Baltimore showcase, spotlighting its current fundraising efforts. In collaboration with Amber Caro from Marketbite. Read more about each story here: https://lnkd.in/g4pbia-E Have your own news to share? Submit here: Foodbevy.com/submit #CPG #FoodandBeverage

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