Roger (Caller from Kansas City)

Power of social media. Good branding.

Power of social media. Good branding.

Yeah. So we didn't want to be in baking because the velocity is pretty low and baking. We wanted to be in a high velocity category and we're an indulgent, decadent brand. So we just love the chocolate category. Um, when it was presented to me, it was bars, but I realized quickly that bars, like I, like I said, I'm big about innovation.

Yeah. So we didn't want to be in baking because the velocity is pretty low and baking. We wanted to be in a high velocity category and we're an indulgent, decadent brand. So we just love the chocolate category. Um, when it was presented to me, it was bars, but I realized quickly that bars, like I, like I said, I'm big about innovation.

So creating something that brought chocolate and the cupcake together and creating the cupcake cup, like

So creating something that brought chocolate and the cupcake together and creating the cupcake cup, like

was the perfect product for the chocolate category which is like a higher velocity category because that's another thing when I create things like I don't want to create something and know that it's going to be a slow mover I want to go into a category where I know it's a high velocity item and the product's going to move salty snack like

was the perfect product for the chocolate category which is like a higher velocity category because that's another thing when I create things like I don't want to create something and know that it's going to be a slow mover I want to go into a category where I know it's a high velocity item and the product's going to move salty snack like

Most people buy a bag of salty snacks when they're in store, right? Chocolate, another big category. Ice cream, another big category. But ice cream's difficult because I actually looked at the ice cream piece of it too. The frozen component, that's another thing you want to look at. The logistics of it. Does it need to be refrigerated? Is it frozen?

Most people buy a bag of salty snacks when they're in store, right? Chocolate, another big category. Ice cream, another big category. But ice cream's difficult because I actually looked at the ice cream piece of it too. The frozen component, that's another thing you want to look at. The logistics of it. Does it need to be refrigerated? Is it frozen?

Yeah, it could.

Yeah, it could.

So we actually got lucky with Sprinkles and because of the background and me knowing like distribution, how you have to go through a distributor to get into a retailer, there's like a caveat to that. If you're a big brand, right? Like Pepsi doesn't need to really go through, like they go direct, right? So Sprinkles right now, it's actually direct with Walmart and direct with Target. Wow.

So we actually got lucky with Sprinkles and because of the background and me knowing like distribution, how you have to go through a distributor to get into a retailer, there's like a caveat to that. If you're a big brand, right? Like Pepsi doesn't need to really go through, like they go direct, right? So Sprinkles right now, it's actually direct with Walmart and direct with Target. Wow.

And then we're entering three other big national retailers that I negotiated direct on. So if you have the power to do that, that just gives you more margin to operate the business, which is what we did with Sprinkles. But again, Sprinkles is the anomaly.

And then we're entering three other big national retailers that I negotiated direct on. So if you have the power to do that, that just gives you more margin to operate the business, which is what we did with Sprinkles. But again, Sprinkles is the anomaly.

Yeah, I do think sometimes a broker is necessary. Like we work with a broker both on Walmart and Target. It's nice to just have an expert on each retailer, like managing your promotions in store, like you talked about, the end caps and your promo calendar. And when I mean my promos is like two for five or... They manage that.

Yeah, I do think sometimes a broker is necessary. Like we work with a broker both on Walmart and Target. It's nice to just have an expert on each retailer, like managing your promotions in store, like you talked about, the end caps and your promo calendar. And when I mean my promos is like two for five or... They manage that.

But a lot of time, especially for smaller brands, like buyers won't listen to you. You send an email like I just pitched you and they get a thousand of those a day. Right. So sometimes you need that broker who has that relationship.

But a lot of time, especially for smaller brands, like buyers won't listen to you. You send an email like I just pitched you and they get a thousand of those a day. Right. So sometimes you need that broker who has that relationship.