268. Find New CPG Customers by Serving the Overlooked With Diana Fry, Retail Voodoo and Gooder

268. Most CPG brands chase the same shopper—and miss massive growth hiding in plain sight. If you only market to who's already buying, you cap your runway and leave revenue on the shelf. In this episode, I sit down with Diana Fryc of Retail Voodoo to unpack how "Better For You" brands can unlock real growth by identifying underserved communities, redefining value beyond price, and spotting white space your data alone won't reveal. We discuss how to observe shoppers in-store, how to reposition without alienating your core, and why inclusive innovation is a strategic advantage—not a trend. If you want to extend runway, increase retail relevance, and build a brand that retailers see as indispensable, this conversation will challenge how you think about growth. Download the free episode guide to go deeper, and listen to related episodes on trade marketing, storytelling, and retail execution to stack these strategies into a competitive advantage. Get instant access on the show webpage: RetailSolved.com/session265