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RecipeS for Challenger SUCCESS IN CHallenging times
HOW TO KEEP PARTYING LIKE IT’S 2019
Ah, the halcyon days of the twilight twenty-tens, when consumers cared about cause, iOS allowed tracking without opt-in, money was cheap, and CPG incumbents were clueless. These were exhilarating times for challenger brands in CPG, where founders could pick a category, identify the wrong to people or planet they wanted to right, launch a better/fairer/cleaner product online, scale with dizzying speed, and exit before P&G or Unilever even realised what had just smacked them in the face. Challenger brands were the talk of the town, and they offered consumers the hope of a better way in a world of ugly compromises.
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HOW TO achieve over five times growth in three and a half years
This month we exited Edgard and Cooper to General Mills, and it’s a major deal for all parties involved. To give you some measure of scale: Last year (2023) Edgard and Cooper’s estimated retail sales were in excess of €100M. This represents over five times growth during the three and a half years they were part of the Craftory portfolio.
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