Protein + low cal = your innovation & Amazon best practices download

my early Valentine's Day gift to you ❤️

Weight Loss. It never really left us culturally, but now it divides the CPG world.

There are two weight management paths in CPG. Brands must choose: whole foods vs processed foods. And consumers are giving us mixed signals. They tell us they want to move away from ultra processed foods, want simple ingredients, and want their diet to come from whole foods. But they also get hangry in the afternoon, don’t have time to prep, and need something socially acceptable they can eat having just been mandated to Return To Office. What can do all this AND close the protein macros gap better than, say, a bar? This is why David, where 75% of the calories come from protein, is on fire.

Even though David is ultra, ultra processed

It’s also why Once Upon a Farm launched a refrigerated protein bar, for parents trying to raise stronger, leaner kids. The ingredients are pretty darn clean (although whey protein concentrate is considered an ultra processed food).

You don’t have to get on this trend. In fact, it’s easier if you don’t. Brands that stay true to their identities are in fact, more trusted. Because sometimes, people need a brand that helps them have fun with their food, that isn’t total junk. In that case, sometimes, the innovation is right under your nose

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News

—> We have enough A2 cows, we need more A2 segregated processing. The current U.S. A2 milk market share is growing at a faster pace than conventional (+19.4% compared to +2.6%). NOSH

—>Investment into beanless coffee cos is rising as crop problems and upcoming tariffs caused coffee futures to surge to a record level. Cos like Voyage and Atomo have been receiving significant funding to meet the demand for affordable, sustainable coffee alternatives.

—> Global milk powder market is up and egg powder forecast is up, both estimated to grow at a ~5% CAGR due in part to the protein trend.

—> The team behind The Modern Acre podcast has launched AgList, a new platform to help farmers discover ag biological products and see what other growers are using and recommending.

—> Manufacturers will be required to provide retailers with more documentation, because of FDA’s FSMA 204 food traceability final rule, Retail Food Establishments (RFEs), including supermarkets, must maintain traceability records for the foods they receive. Simplify compliance with Provision.

—> MAHA under RFK Jr. could take a litigious route hitting our indsutry hard. WSJ

Consider his war on “junk” or “ultraprocessed” foods. Mr. Kennedy currently has a referral agreement and of-counsel position with Morgan & Morgan, a law firm that last month bragged it had filed a giant, “first of its kind” lawsuit against Kraft and others for engineering their “ultra-processed food products to be addictive” and causing “chronic disease.”

—> Meat for Valentine’s. Because, of course. On Amazon

—> Attend CPG Financing Month Get the right financing at the right time. Join for FREE throughout February, each Tuesday, Wednesday, and Thursday at 2pm Eastern

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❤️ Amazon Best Practices doc link here is a compilation of tips from folks I have had the pleasure of working with. If this makes your head spin, contact me for a referral to Amazon expertise.

You’re welcome.

All my best,

Jennifer