The Underdogs of CPG: Why You Should Take a Chance on Small Brands

In retail, the big brands often dominate the spotlight. But have you ever stopped to think that you might be overlooking the hidden gems—the small brands that are making a big impact behind the scenes? These underdogs in the CPG world have a lot to offer, and now’s the perfect time to give them a chance. Here’s why you should consider bringing these smaller, emerging brands into your store.

1. Innovation at Its Best

Small brands often bring fresh ideas to the table. Without the weight of legacy systems, they can pivot quickly and innovate on trends. Whether it’s healthier snacks, sustainable packaging, or unique flavors, these brands are on the cutting edge.

Fresh, New Products: Consumers are always on the lookout for something new. Small brands often offer products that stand out from the crowd and meet niche needs.

Agility: They’re quick to adapt, so you get the latest trends without the long wait.

A great example: Pezzy Pets

Pezzy Pets offers innovative, clean-label treats that stand out for their sustainability and health benefits. These treats are not only high in protein and low in fat, making them ideal snacks for both dogs and cats of all ages and sizes, but they are also made exclusively from invasive fish. This approach helps tackle environmental issues while providing pets with a nutritious and hypoallergenic snack option.

Retail Performance Overview:

Pezzy Pets holds a 4.54★ rating, with Silver Carp as the top seller. Retailers praise its quality and sustainability, though some report slower sales due to brand awareness. Sampling boosts engagement, and stronger marketing could drive growth.

2. Building Stronger Connections

Small brands are often born from personal passion and values. They tend to connect with consumers on a deeper level, sharing stories about sustainability, community, or health. This emotional connection creates strong brand loyalty.

Authenticity: Small brands often have authentic, transparent stories behind their products, which resonates with today’s conscious consumer.

Consumer Engagement: These brands engage directly with their customers, turning them into loyal advocates who spread the word.

A great example: Tochi Snack

Tochi Snack is a brand that builds stronger connections by sharing African-inspired flavors through healthy, sustainable snacks. With a focus on high-quality, locally sourced ingredients like plantains, Tochi creates products that not only taste great but also support community and sustainability. By celebrating African heritage and offering nutritious alternatives, Tochi Snacks fosters loyalty and a deeper bond with consumers who value authenticity and ethical production.

Retail Performance Overview: Tochi Snack has a 3.83★ rating, with strong sales in some stores but low performance in others. Black Sesame popcorn is a bestseller, while salted egg salmon chips vary by location. Some retailers note low brand awareness, but those who stock it report steady reorders and positive reception.

3. Supporting Local & Independent Makers

When you stock smaller brands, you're supporting local makers and entrepreneurs. You’re giving them the opportunity to grow while also diversifying the offerings in your store.

Diverse Offerings: From local organic food brands to unique skincare lines, small businesses add variety to your product mix.

Boosting the Economy: Supporting these brands helps stimulate local economies and promotes entrepreneurship.

A great example: Krack’d Snacks

Krack'd Snacks takes pride in crafting small-batch, handmade sweets that meet high dietary standards. With a focus on quality and precision, they use the finest ingredients to ensure freshness and consistency. Their commitment to locally sourced, nutritious ingredients allows them to deliver treats that satisfy cravings while promoting healthier snacking habits.

Retail Performance Overview:

Keto Krack'd has received generally positive feedback on taste and packaging, but sales performance varies. Some stores report strong initial sales that have slowed over time. The main concerns are pricing, with multiple stores mentioning it's expensive for the portion size, and texture inconsistencies in certain flavors. Some suggest better distribution and marketing could improve recognition and sales.

4. Flexibility and Personal Touch

Small brands often offer more flexibility in terms of customer service and custom orders. You’re not just another number—they value each customer relationship and are more than willing to go the extra mile.

Tailored Solutions: Small brands are more likely to listen to feedback and adjust based on your store’s needs.

Personalized Service: Building a relationship with small brands often means more responsive communication and faster turnaround times.

A great example: ZaZa Snacks

Zaza Snacks takes pride in using the finest ingredients and baking in small batches to ensure top-notch quality, consistency, and a homemade taste. This dedication to craftsmanship allows Zaza to deliver snacks that are both flavorful and fresh, giving consumers a premium, authentic experience with every bite.

Retail Performance Overview:

ZaZa Snacks sells well, especially the Za’atar flavor. Some stores find Sea Salt slower-moving. Pricing is mostly fine, though a few find it high. Suggestions include smaller bag sizes, new flavors (spicy, sun-dried tomato), and better in-store visibility.

5. The Appeal of the Underdog

Let’s face it—everyone loves an underdog story. Small brands that are making a name for themselves often do so by offering products that wow and surprise consumers. When people discover these brands, they feel like they’re in on a secret.

Cult Following: Many small brands develop cult-like followings, turning customers into passionate advocates who help spread the word.

Underdog Pride: Stocking these brands gives your store a unique edge. Customers will love being introduced to something fresh and exciting.

A great example: Anellabees

Anellabees began in 2017 as a mother-daughter passion project, creating signature honey candies made with honey, organic sugar, and a few hand-picked ingredients. Free of soy and HFCS, these candies offer a healthier, flavorful option. The brand also promotes sustainability with pollinator garden seeds and gifts. Anellabees' commitment to quality and eco-consciousness has built a loyal following, making it a standout "underdog" brand with a personal, handcrafted touch.

Retail Performance Overview: Anellabees tasted great with strong honey flavor, but they melted easily in warm conditions, making storage difficult for some shops.

Time to Take a Chance

Sure, the big brands have the power and the reputation, but the underdogs are where the magic happens. By taking a chance on small, up-and-coming CPG brands, you can offer your customers something different, build a stronger community, and even support the entrepreneurs who are shaping the future of the industry.

Why not be part of the journey? 🌟 With the right small brands in your store, you could be the go-to spot for the next big thing! Give the underdogs a chance & discover more at Cohere Commerce now!