Weekly Newsletter - 09.19.2024

PLUS: Digital Marketing Trends in 2024 and Roblox’s In-Game Shopping Revolution

Author

NutriPower
September 19, 2024 • Estimated Reading Time: 7 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

📱 How the major platforms' KPIs have trended in 2024, and where you should be investing.

🚀 How to access Paid Social's huge scaling potential.

✨ The most effective Google channel of 2024.

🎯 Full-funnel strategies for Meta, TikTok and Snapchat

Let's break down the platform-specific insights:

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition

  • Meta: Maintaining strong performance with competitive CAC

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods

❝

These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential."

milkadamia

milkadamia is shaking up the oat milk game with its new 2-D printed packaging, which slashes packaging by 94% and shipping weight by 85%. This isn't just a win for the planet; it's a middle finger to supply chain inefficiencies. Each concentrated oat sheet, when mixed with water, makes 8 fluid ounces of oat milk. It's like a DIY project for your morning coffee, but without the guilt trip about sustainability. Erdogan-Trinkhaus, the brains behind this, explained at the Plant-Based World Expo that this move shifts the burden from consumers to manufacturers. Finally, someone gets it.

The company’s pre-cycling initiative is all about proactive waste reduction, not just managing the mess after the fact. This is on top of their already impressive sustainability creds, thanks to their regenerative farming practices in Australia. The flat pack is their answer to the chaos in the food and beverage world. It’s like they’re saying, "Hey, let’s not just talk about sustainability; let’s actually do something about it."

milkadamia plans to roll out these oat milk flat packs in retail by Q1 2025, with a big focus on educating both the industry and consumers. They’re teasing us now, but soon, we’ll see these packs everywhere. And it’s not just oat milk; almond milk is next on their hit list. They’re gearing up for a multi-channel awareness campaign to make sure we all know why this shift is crucial. It’s simple, really—just like making stuff at home, but with a planet-saving twist.

General Mills is selling its North American Yogurt business to French dairy companies Lactalis and Sodiaal for $2.1 billion. The deal, expected to close in 2025, includes brands like Yoplait and Go-Gurt. This move aligns with General Mills' strategy to focus on higher-growth brands and improve shareholder returns.

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth. 

Create Wellness

Unilever has invested in Create Wellness, a US-based gummy creatine supplement company, through its venture arm. This Series A funding round raised $5 million, boosting Create Wellness's total funding to $7.2 million. The investment will help expand distribution, hire staff, and develop new products.

The Well, a wellness center with five locations, has launched its largest marketing campaign, "Center Your Wellness" to mark its fifth anniversary. The campaign uses digital and out-of-home ads to promote wellness in daily life, targeting busy urban professionals. Success will be measured by engagement and membership metrics.

Aaron Hefter, CEO of Imaras, discusses launching a clean, plant-based beauty supplement brand on NutraCast. Imaras differentiates itself with clinically-backed products and co-founder Sommer Ray's active involvement. The brand plans further clinical studies on hair growth, acne, and eczema relief, aiming for continued innovation and market expansion. 

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

FDA Deputy Commissioner Jim Jones emphasized the need for a Mandatory Product Listing to address the lack of barriers in the dietary supplement market. The Natural Products Association criticized this view, arguing it misrepresents the industry's regulatory challenges. Jones believes improved regulation will enhance consumer safety and market transparency.