Is It A Trend Or A Distraction?

How do you know when a trend is an opportunity – and when it's just a distraction? In CPG, the pressure to add protein, fiber, adaptogens, nootropics and every other buzzy benefit can be relentless. But more isn't always more. We dig into why some brands are winning by keeping things simple, how Purely Elizabeth has managed to embrace trends without losing its identity, and why Pathwater's evolution beyond bottled water may offer a lesson in building a brand around what consumers actually value. Plus, we swap samples, trade founder war stories and discover a few products that made us stop and pay attention. Show notes: 0:20: Clear Messaging. Too Much Function. Trend Chasing. Founder Hustle. Snack Time. — The hosts explore the tension between simplicity and functionality, comparing straightforward products like Bare Brew and Cherrish with more complex concepts like Vera. They discuss why emerging brands are often better off with one clear benefit and a simple consumer message. They also look at how Purely Elizabeth has embraced trends like protein and fiber while staying true to its core, and how Pathwater has turned its broader sustainability and hydration positioning into an advantage. Along the way, they share some funny realities of building CPG brands and highlight new products from Hol Health Club and Peppertux. Brands in this episode: Bare Brew, Narra, Pure Leaf, Doritos, Mamma Chia, Cherrish, Vera, Purely Elizabeth, PathWater, SmartWater, Bodyarmor, Hol Health Club, Melo, Doosra, Peppertux