#CPG prediction: Cows' milk will have a revolutionary comeback.

For all the households switching to plant-based milks, I'd garner a guess there's just as many (if not more) staying true to cow's milk.

Right now, there aren't any unique brands.

Here's how I'd approach it 👇 First, I'd put a major focus on product + ops

Really high quality ingredient sourcing, focus on added benefits (lower sugar, no added growth hormones, higher protein, lactose-free options), and extremely humane dairy farming.

Reflecting on #ExpoWest2022 and wanted to share a few more trends that excited me:

👩‍🔬 Food science as a competitive advantage
🥦 Sneaky vegetables (without compromising taste)
🥤 "Just add water"
📦 Refining the package

Let's explore 👇 1. Food science as a competitive advantage (this one is a biggie)

So many brands are getting *really* innovative in product development, thanks to incredible food scientists.

Better-for-you brands cannot win on benefits alone, anymore. The best leverage science to win.

@MattPRD @Shopify @gooderdle @kurtinc @AaronOrendorff @bartmroz @mattrb @kvlly @Emily_Hogo @rezakhadjavi @social_savannah @katiekrische @pauldowman @fnthawar Oh I have so many ideas. LET'S GO:

-Creative partnerships (Barkbox + Glossier is hands down my favorite, followed by Hoka/Merrell + OV)

-Content. More. Content. Write about more than your products.

*bonus: Do keyword research for topics that *align* with your products. @MattPRD @Shopify @gooderdle @kurtinc @AaronOrendorff @bartmroz @mattrb @kvlly @Emily_Hogo @rezakhadjavi @social_savannah @katiekrische @pauldowman @fnthawar -Like you said- community. But be creative with it. Facebook groups are great *if* your customers are on Facebook. @meetblume has a "close friends" list on Instagram, instead. I love it.

-Encouraging customers to review on 3rd party review sites

More👇

In the last 65 days, Bombas has sent me 24 emails. 23/24 were 100% product or sales based.

That's roughly one PRODUCT #email every 2.5 days for the last 2 months.

I opened 3/24 (mass opened all today for image) and clicked on 1/23.

This is dangerous.

<thread> Email marketing is a commodity for DTC brands.

As a solid benchmark: about 30% of #DTC brands revenue should be coming from email marketing.

💸💸💸

This morning, I went to send my girl gang the typical “how is it only Wednesday?!” snapchat, when I ran into @smiledirectclub

1st thought: Love this engaging ad ❤️

Further discovery: DSC is leaving so much on the table 😰

A critical thread 👇 @smiledirectclub SDC is a company I’ve been scouting, both from a brand perspective AND a consumer perspective.

My teeth aren’t straight, despite 2 rounds of braces (and a v strong teenage attitude about wearing retainers). 🤷‍♀️

I’ve considered aligners quite a bit.

I’ve spent over $300 on OV in the past six months and I wanted to know how they pulled that off.

So I did some digging.

The @outdoorvoices retention recipe:

1. Vision & Focus
2. Community-First Mindset
3. The Awe of Experience

Thread time 👇 @OutdoorVoices It's been reported that @outdoorvoices repeat customer rate is insanely high, nearly doubling the average e-commerce site.

The brand *almost* feels like a subscription…

Our first contributor of this (mainly due to Haney’s dedication) is OV’s clear and consistent brand vision.