Small Scale, Big Flex

Emerging CPG brands: don’t be shy about your small scale manufacturing.

If you’re early-stage + in the better-for-you space, chances are, your product isn’t cheap. Your target consumer isn’t the bargain shopper, but someone who cares about where and how your product is made…and is (hopefully) wiling to pay a premium for it.

Don’t just list your hero ingredients.

Humanize your manufacturing. It’s a built in differentiator that’s easier to spotlight when you’re small.

(Once small) bodycare brand LUSH mastered this. Like dozens of other CPG brands, they pay lip service to “made by hand, fresh, every day” messaging. BUT, they also integrate this messaging into visual cues, like:

Sticker sheets. Their manufacturing team members get custom illustrations of their faces printed on stickers. When a compounder makes a batch of product, they put stickers of their face on the product packaging. Compounders have extra reason to take pride in making their products, and consumers have another brand face to imprint on.

Made by Humans.
Small scale, big flex. 💪

A few F&B young guns in the MBH camp: Hoff & Pepper, Blackbird Foods, Sibeiho