The CPG hype cycle is broken. Here's how to fix it.

"The modern CPG landscape excels at generating hype but often fails to create lasting value. Brands appear overnight, fueled by venture capital and massive marketing spends, only to disappear a few years later."

"Many emerging brands rely almost entirely on co-manufacturing. While this approach lowers the barrier to entry, it also means these brands don't own the underlying technology or research and development (R&D)."

"When marketing drives the engine more than science, brands remain trapped in a cycle of hype that prioritizes what's viral over what's vital."

"A handful of purpose-driven brands stood out by demonstrating real control over their ingredients and supply chains, producing minimally processed foods with measurable environmental benefits."

The consumer packaged goods industry is characterized by a high level of innovation that often lacks substance. Many new brands emerge quickly, supported by significant marketing and venture capital, but most fail within a few years due to superficial innovation. Many brands rely on co-manufacturing, which limits their control over technology and R&D. This results in cosmetic changes rather than meaningful advancements. A few brands succeed by focusing on ingredient control and sustainability, highlighting the need for genuine innovation in the industry.

Read at Fast Company