Welcome to the Joshua Schall Audio Experience
On my podcast, you’ll hear episodes of my popular short-form Consumer Packaged Goods (CPG) news segment "Consumed", a long-form CPG entrepreneurship interview segment "Formula For:", deeper dive segments "Deep Dish CPG", public speaking engagements, and any of my new and current thoughts that I record specifically for this audio experience!
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Supplement Brand Portfolio Tied to the First Multivitamin is Set to Go Public
Have you ever wanted to own an important piece of supplement industry history? How about one that has category creating lineage to the most popular supplement among U.S. adults? If that has you intrigued, then the newest supplement brand portfolio to file its IPO paperwork is right up your alley! So, who is this historically significant supplement brand portfolio? The Better Being Company…huh? Who is that, right? Prior to the recent rebrand, The Better Being Company was known as Nutraceutical International. The functional CPG portfolio was founded in 1993, but its brand holdings started way back to 1932 (KAL Vitamins). Outside of KAL, The Better Being Company owns several other brands within the categories of dietary supplements, beauty, and personal care products. The most notable brands (the core brands) include; Solaray, Zhou Nutrition, Nu U Nutrition, Heritage Store, Zand Immunity, and Life Flo. You might have noticed an increased amount of public market activity with functional CPG brands that include holdings within the dietary supplements category. I'll explain how these categorical businesses are benefitting from durable secular trends tailwinds and what strategic initiatives The Better Being Company will be focusing on as a soon to be publicly-traded company.
What's Next in Functional Beverages?
The beverage industry is in the beginning of a new era. For the last several years, beverage brands have been “skating on ice” trying to meet the everchanging consumer demands for functional “better for you” packaged beverages that provide convenience. It’s really this “cat and mouse” game where consumers become more selective in their purchases, thus forcing beverage brands to make adjustments. With that said, what are four trends in the beverage industry that could have market share reshuffling power in the near term?
Functional Beverage Trends Covered Include:
Energy without the Plus is Boring
Alcoholic Beverages Want into the Hottest Party Around
BioSteel is Spending Millions in Marketing, But is it Enough?
In a beverage category controlled firmly by Gatorade for decades, will the massive marketing push of BioSteel be enough to make a material impact? With CBD regulation being stalled for the last few years in the U.S. market, the original strategic plan of Canopy Growth acquiring sports nutrition brand BioSteel to commercialize cannabis-focused supplements was also on the back burner. That being said, the companies decided to pivot and focus on bringing “the best kept secret in professional sports” hydration product to the mainstream consumer by offering it in packaged beverage form. Why a pivot to this magnitude could even have a chance to be successful is because Canopy Growth just so happens to be minority-owned (38.6%) by the $9 billion alcoholic beverage portfolio Constellation Brands. BioSteel has been leveraging Constellation's beer distribution network throughout the last few months to launch its sports drink beverage in the U.S. market. This has helped them quickly capture market share by landing large retail accounts like CVS, Walmart, and QuikTrip. While it's still very early days, BioSteel is already the 7th biggest sports drink brand according to IRI. Though this is hardly clean data, Canopy Growth reported growth of “Other CPG Revenue” (which I assume is mostly BioSteel) had substantially grew in the last quarter to 149%. What’s driving this recent growth? BioSteel has massively increased its partnerships with high-profile sports teams/leagues and star athletes. Question remains though if it's enough to win market share from PepsiCo owned Gatorade or Coca-Cola owned BODYARMOR.
Link to Canopy Growth & BioSteel M&A Content (10/2/19) = https://youtu.be/2UsZDEgCYfE
Can Beachbody Compete Against Peloton After Its Merger with MYX Fitness?
If the fitness content is good enough for Michelle Obama than the company that owns it should be good enough for the public markets, right? Are you confused? Don’t worry…the connection between the former first lady, her favorite workout program p90x, and the stock market will make sense after you consume this content. In mid-February 2021, Beachbody announced it would go public through a three-way merger agreement with Forest Road Acquisition Corp. (SPAC), which had ties to former NBA star Shaquille O’Neal and former TikTok CEO Kevin Mayer, and at-home connected fitness company MYX Fitness. The goal of the merger is to build a uniquely integrated health and wellness subscription company that directly competes with leading digital fitness brands such as Peloton. It will do this by combining Beachbody’s fast-growing digital subscription business and extensive library of live and on-demand workout classes with MYX Fitness connected fitness equipment capabilities. Just as streaming opened up the media world, I believe that connected fitness will open up the wellness world. Fitness has always been about connection, but now digital connectivity has made new experiences and business opportunities possible. We are still in the earliest stages of connected fitness, but the long-term winners will need to be great at four different pillars; hardware, software, content, and community. That being said, it will be exciting to see if the Beachbody Company can excel at each of those areas and compete with the likes of Peloton.
OpenFit & Ladder Supplements Video = https://youtu.be/eEQDGTzAMaM
Celebrities You Didn't Know Own Supplement Brands - Part 2
Celebrities continue to seek additional ways to monetize their personal brands, so it shouldn’t surprise anyone that they would look at one of the fastest growing sub-categories of the CPG industry, right? Along with the fact that dietary supplements has been one of the most exciting, fast-moving, and highest growth areas within the CPG industry…is that they’re relatable. Around 80% of today’s adult Americans take some form of vitamins, minerals and supplements and that obviously includes tons of celebrities, high-profile entrepreneurs, public personalities, and even a past U.S. President. If this content sounds vaguely familiar, it’s because this is actually Part 2 of a fun video that I uploaded in late-January of 2020 that highlighted a dozen celebrities, high-profile entrepreneurs, and public personalities that you didn’t know owned or still owns some piece of a supplement company. If you haven’t checked out Part 1, you missed names like Beyonce, Oprah Winfrey, and Tony Robbins, which I bet you didn’t know owned supplement companies. Want to check that video out? It can be watched here = https://youtu.be/4g-BcRPBYj0
Now, for Part 2…I found a dozen more famous people that were or still are an entrepreneur/investor in the supplement industry.
Another Beverage Company is Going Public | Zevia IPO Breakdown
Will a passionate and loyal consumer base be enough to push Zevia towards public market gains? On June 25, 2021, Zevia filed its S-1 document to the SEC with the intention of raising up to $100 million from the sale of common stock shares through an initial public offering. For those not aware, Zevia was founded in 2007 by Ian Eisenberg and husband/wife lawyers Derek and Jessica Newman. It was actually two years earlier when the three founders learned about stevia from a California friend who was a "health food nut." At that point, they said “we should start a soda company using this.” They hired a flavor artist to create a formula that eliminates stevia's bitter aftertaste. The product took various iterations to master (especially the cola flavor), but the founders knew there was a growing subset of people that were looking for a natural diet soda that could replace all the artificial sweeteners and sugary sodas. When Zevia was in R&D mode and even initially commercialized, the plant-based natural zero-calorie sweetener stevia wasn’t allowed to be a food additive, so it was sold as a dietary supplement. Will the founding team grew Zevia to four employees and net sales of just under $7 million, it was sold to ex-Kashi executive and SPINS founder Paddy Spence in 2010. Under the control of a seasoned natural/organic industry leader that also authentically lives a sugar-free lifestyle himself, Zevia has blossomed into a powerhouse beverage brand over the last decade. In this podcast episode, I'll run through the current financial snapshot of Zevia, sales/customer breakdowns, product platforms, and it's ESG/B-Corporation values. Finally, I highlight consumer mega-trends that Zevia should benefit from that will also drive continued category growth.
5 star informative
Joshua gives such great insight into what’s happening within the supplement space & many other industries, also I appreciate how he breaks down information so everyone can understand the subject matter is he is speaking about
Easy listens packed full of juicy content!!!
Informative CPG Insights
Joshua Schall has done a very good providing information for those in the CPG space, especially in supplements and food. He has strong ties to the sports nutrition industry and provides great information and insights into this and other segments of the business.