How Many Are Too Many Licensed Flavor Collabs? | What's Next?

How many different licensed SKUs have been commercialized within the active nutrition CPG categories since late-2016? If you said more than 200 and counting, then you’d be correct. Did that number surprise you? Well…it surprised the heck out of me and that’s coming from a deep practitioner inside the industry. That being said, how many are too many licensed SKUs in the active nutrition CPG categories? I don’t think we are anywhere near a dense saturation level when you look across the entire sales channel landscape. You might have an argument that specialty retail is getting heavier, but we haven’t hit the point of substantial diminishing marginal returns yet. In my opinion, licensing is just getting started in the active nutrition categories. GHOST Lifestyle was able to change the game with its first licensed product in late-2016, but it will take more than innovation to parity to push the supplement industry forward. It’s about being different…not better than incumbents in this next phase. To win, it will need to be done through depth of authentic storytelling that’s aligned with your sales channel strategy. Track All Licensed Flavor Collabs in Active Nutrition CPG Categories While I was putting this content together, I realized it was the third piece in an unofficial content series covering the licensing strategy inside the active nutrition CPG market... Part 1 - How Did We Get Here? Part 2 - Why the Opportunity Window Could Be Closing? This content was supported by Synergy Flavors. If you’re interested in learning how Synergy Flavors can help your CPG brand stay one step ahead of the competition by developing high quality taste solutions, head over to www.SynergyTaste.com or reach out to me directly and I’ll connect you with the relevant team members. FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS LINKEDIN - https://www.linkedin.com/in/joshuaschallmba TWITTER - https://www.twitter.com/joshua_schall INSTAGRAM - https://www.instagram.com/joshua_schall FACEBOOK - https://www.facebook.com/jschallconsulting MEDIUM - https://www.medium.com/@joshuaschall