Customers still love the product. The P&L stopped making sense about two years ago. This is a solvable problem, and it is almost never the problem you think it is.
We run two brands in your category: one built direct-to-consumer, one in retail and international distribution. What follows is work we have personally done, in our own companies, with our own money at stake.
Renegotiating co-packer terms and minimums so you stop financing inventory you cannot sell. Reformulating for margin without changing the thing customers came for.
Cutting the range back to the products that actually make money, including the ones you are attached to. Rebuilding a direct business around repeat purchase instead of buying every order again.
Substantiating what is on the label so it holds up to a buyer’s lawyer and to the FDA. In supplements this is the issue that ends deals outright.
We took Greens Plus from direct-only into national retail and five international markets. We know what that costs and what it is worth.
