Before You Launch Another SKU, Ask This 1 Hard Question

Before adding variety, founders need to confront whether their core product has truly built demand—or just shelf space.

BY VICTORIA WATTERS, CO-FOUNDER, DRY ATLAS

When a CPG brand’s velocity starts softening, the instinct is almost universal: launch a new SKU. It gives the sales team something to pitch and the retailer something to reset. The problem is that it rarely fixes the actual problem. 

A new flavor isn’t a growth strategy. It’s a hypothesis about why consumers aren’t buying more, and it’s usually the wrong........

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