Roy Krebs

I tweet about building & growing omni-channel CPG brands. On a mission to build a billion better brains @naturalstacks

[Roy Krebs @roy_krebs]

From a well-known CPG founder;

Think of FB custom audiences the same way you would an email list

A/B test for engagement objective (clicks, comments, shares)

Maximize your budget hammering frequency

Keep the custom audiences engaged so you always have a warm base to activate

[Roy Krebs @roy_krebs]

@Nrcoope 👀

[Roy Krebs @roy_krebs]

85% of new CPG products fail within 2 years

[Roy Krebs @roy_krebs]

It ended up screwing them over.

The money they saved on manufacturing in Mexico was lost when brands returned the ingredient for not passing spec on potency.

[Roy Krebs @roy_krebs]

Spoke with a supplement ingredient distributor friend today.

He told me a story about a "respected" ingredient supplier (who shall remain nameless).

Unfortunately anecdotes like this are more common that you think...

[Roy Krebs @roy_krebs]

This supplier was manufacturing their ingredient in Mexico

Then shipping the ingredient to Italy for the final ingredient manufacturing step (grinding).

They were doing this so that the Country of Origin on the COA said Italy instead of Mexico.

[Roy Krebs @roy_krebs]

If you found this thread useful, please;

1) RT the first tweet to help increase education around probiotics.

2) Follow me @roy_krebs for more content like this.

[Roy Krebs @roy_krebs]

I did a ton of research on probiotics when we were developing our MoodBiotic formula.

I was COMPLETELY SHOCKED to learn that:

[Roy Krebs @roy_krebs]

Woah... one study found that only 1 out of 17 commercial probiotic products matched label claims.

9 contained bifidobaterium species not listed on the label,

12 were missing strains claimed on the label,

and 4 had unidentified non-bifidobacterium species.

[Roy Krebs @roy_krebs]

The most important KPI in retail

--> Weekly SPSS (sales per stores selling) in units & dollars

This velocity metric allows you to identify store / region / chain performance

--> Lend extra support to both the worst and best performing stores

[Roy Krebs @roy_krebs]

In retail, brands can make $ by spending more on promotions

But you need support from the retailer (endcap placement, etc) to win

At NS we opt for fewer promos (generally 3x yr) and do everything we can to support their success:

Deeper discounts, email list push, online ads

[Roy Krebs @roy_krebs]

New STACKS in the wild

[Roy Krebs @roy_krebs]

@bennydigital_ 28% YoY growth at Sprouts 🚀

[Roy Krebs @roy_krebs]

When developing new CPG products, there is a delicate act of balancing innovation with familiarity.

Be in front of trends, but not too far ahead

Be familiar, but differentiated.