79. How to Create and Own a New Retail Category With Vincent Kitirattragarn, Dang Foods

79. You can have an incredible product—but if retailers don't know where to put it, you lose the sale. And that confusion costs you velocity, shelf space, and long-term growth. In this episode, I sit down with Vincent from Dang Foods to unpack how a young brand created an entirely new retail category—coconut chips—and defended it against copycats. We dig into category management strategy, merchandising in produce vs. center store, forecasting mistakes that cost thousands, and how to use data, demos, and digital strategy to win retail trust. You'll learn how to: • Position your product in the right department • Tell a compelling category story buyers respect • Use data to defend shelf space • Leverage e-commerce and social to support brick-and-mortar • Innovate intentionally with clear brand guardrails Get instant access on the show webpage: RetailSolved.com/session79