The Cure Sold as a Habit
Zyn Built a $16 Billion Business Out of a Loophole. Lucy Built a Brand Out of a Pharmacy Aisle.
·12 min read
Everything so far. Pick a thread or start anywhere.
Zyn Built a $16 Billion Business Out of a Loophole. Lucy Built a Brand Out of a Pharmacy Aisle.
Water. Fish. Oats. Nut butter. Bananas. Milk. The most exciting brands in consumer goods right now are selling the most boring products imaginable.
The best business in foodservice isn't food. It isn't distribution. It isn't even the restaurant. It's the business orbiting all three of them.
Five archetypes of disruption. Six defining traits of disruptor brands. Zero mention of what it means to disrupt.
The $5 billion industry built on ingredients your gut can't process. And why nobody's fixed it.
PepsiCo just paid $1.95 billion for fizzy water with fibre in it. The three way cage match between Coke, Pepsi, and a guy who blew $300K on his first failed soda brand. The gut is big business.
If you're building a pet brand, the economics are extraordinary. Low COGS, high emotional attachment, weak regulation, subscription-friendly, what more could you want?