FFUPs

Distribution and channel strategy can be make or break for CPG brands. For FFUPs, we have leaned on our customers to tell us where they want to buy our puffs. Early on, we thought we'd be able to scale online before shifting gears towards retail. Our multi-flavor approach allowed us to sell a variety pack so that our customers weren't overloading on one flavor. Then, they'd come back to reload on their favorite flavor(s). We learned quite quickly that despite favorable product reviews, most of our customers didn't want to pantry load, preferred to buy one bag at a time, and didn't want to wait 3 days for shipping and handling. In fact, 90% of surveyed customers told us they'd prefer to buy FFUPs in a grocery store! So, we've been working tirelessly to bring FFUPs to store shelves and we're making big moves to widen our distribution next year. Core to our strategy has been working with WeStock to secure product requests from our community. We can better meet the customer where they are, while providing clear data to retailers around pent-up demand. If you'd like FFUPs in a store near you - follow the link below and let us know!

We made a big adjustment to our packaging. At FFUPs, we constantly listen to our customers and retail partners to make sure that we are putting the brand in the best position to succeed on shelf. Our customers do not reach for snacks with excessive health claims. They enjoy indulging in snacks that serve no purpose other than tasting great. So, we haven't positioned ourselves as a "better-for-you" brand luring customers in with health claims. However, we heard loud and clear confusion around our "Not Healthy" claim. So, we changed up our packaging to better communicate who we are as a brand to potential customers encountering us for the first time on shelf. We also heard that our flavor names should be in a more prominent position. We made three key adjustments: First, we moved the flavor names to the middle of the packaging. When multiple flavors are on shelf, it is much clearer to the shopper that we are a brand focused on flavors. Second, we put "Tasty Tubes" where "Not Healthy" previously was. This is the most eye-catching part of our bag and leading with a positive claim that our product is all about taste creates a better first impression. Third (and this is the big one), we updated our "Not Healthy" copy to say "No Health Claims Here, Just Delicious Puffy Goodness." This better articulates who we are as a brand: we don't make health claims, we just focus on taste and flavor. Our core customer insight and brand positioning remain the same. But thanks to feedback from our customers and retail partners, we believe we're communicating who we are as a brand more clearly! Check out our new design for our 4oz product and be on the lookout as the new design starts to roll out with our retail partners in the northeast and mid-atlantic in the coming months: