CPG challenger brands grow by doubling down on the original mission rather than chasing every trend. At an Adweek panel on CPG growth, industry leaders shared how staying true to brand identity while adapting to consumer shifts drives long-term success.
Chomps, a meat snacks brand, grew organically by maintaining the company's core values and product quality. The brand's SVP of marketing noted that consumer demand shifted first, which then allowed the company to deepen its commitment to mission and integrity. This consistency attracted customers rather than diluting the brand.
Sweet Loren's, a specialty baked goods maker, kept its "challenger" identity throughout growth by focusing on modernizing refrigerated dough, a product invented 50 years ago. The company framed growth not as abandonment of its disruptive stance but as moving from early challenger to mainstream challenger while keeping the mission intact.
Innovation across product, positioning, and operations separated winners from also-rans. Chomps identified chicken as a white space in the meat snack category. Americans eat about 100 pounds of chicken per year, yet chicken represents only 1% of the meat snack market. The company launched a chicken portfolio to reach customers who may avoid traditional meat sticks.
Sweet Loren's used AI as a cost-efficient innovation tool, building consumer personas and AI agents to test concepts faster than traditional methods at minimal expense. The company's president said AI "unlocks companies like ours that are trying to really revolutionize things without a lot of resources."