Building a VC Fund - Own Your Story
part 12?
What’s New in CPG: Fiber Fights, Protein Hype, & Category Shifts
There’s a major shift happening in food and beverage. Legacy players are chasing the protein trend—everyone’s got an opinion, so I won’t add another. What’s more interesting: fiber’s making a comeback (Flora, anyone? Jenny from Jenny’s Ice Cream behind it, absolutely love the look).
But here’s what grinds my gears: every time something new arrives, people feel the need to tear down the current king. You don’t have to trash protein to sell fiber, or vice versa. The boldest brands? They own their lane. They show us why they’re great rather than why everyone else is “bad.”
Positioning Over Bashing: Building a Legacy Brand
It’s tempting to swing at other categories, but you don’t last by demonizing the crowd. You outlast trends by creating something valuable, by standing for your own story. HY.Q’s Rick could spend all day bashing the big sports drinks, but instead, he owns his formula, design, vision.
Same with Smearcase: Frozen cottage cheese ice cream, making a new category, clean ingredients, without going negative and just showing us what makes them different.
Same for Laurels: ready-to-drink A2 lattes for the dairy-intolerant, but not picking a fight with other brands. Owning the product experience, not putting anyone else down.
Customer Experience: Inspire, Don’t Defend
If your pitch is an attack, prospects go on the defensive. Smart brands inspire. They ask: who could you be if you solved this pain point? Laurel’s solves dairy drama with a great alternative, not by pounding on the downsides of others.
Coffee, Craft, and the Six-Ounce Gospel
Coffee nerd moment: there’s nothing like a perfectly poured 6oz. cappuccino—creamy, textured, topped with latte art. If you can’t drink dairy, you miss out. That’s why A2 milk is a game changer. Laurels doesn’t wage war on other alternative milks; they offer a delicious experience for those who want it.
Technology and innovation should solve problems so more people can taste the best. That’s the point.
Stand Proud, Own Your Lane
If you’re building a brand, stop letting trends dictate your storytelling. Strive to create a legacy, not just surf the hot topic.
Pitch your vision, not opposition.
Position your product, don’t just swing at competitors.
Celebrate what makes you great and OWN IT!
Order the full fat cappuccino next time. Savor what makes it special. Build what’s lasting. And own your lane.
Love y’all.
-Andrew
https://www.thirstyfriends.com/