Get ready for an influx of new frozen food brands

Plus, Starbucks is in need 200K Sharpies.

Happy November! We’ve enjoyed a few pleasantly warm days in Boston, and the fall foliage is holding on in full color. October was quite a busy month, but I’m eager to jump back in and share some fun brand nuggets I’ve come across recently. Plus, the first edition of our gift guide series went out yesterday, and I’m so excited for what’s in store.

CURRENT [RE]CS:

• Only Murders in the Building S4

• Target candles

• Hands-on hobbies, particularly paint by numbers kits

• Voting

• Themed gift guides:

Brookline in October

NEWS

• As consumer focus turns to oral health, the “oral wellness” category gains momentum. Previously driven by the “beautification” of teeth through whitening and aesthetics, the category is now evolving as consumers become more aware of the links between oral and overall health. This year, “oral wellness” has taken center stage, with growing demand for ingredients that support the oral microbiome, strengthen enamel, and promote holistic health benefits. As expected with every trend, there are opening price point products focused on improved ingredients, but more comprehensive testing is also gaining popularity, with providers offering tests that show the good and bad bacteria present in the mouth and creating personalized routines based on the results. Probiotic products, red light gadgets to improve gum health - you name it. 

• Brands ramp up R&D  in response to GLP-1. In the last edition, I talked briefly about how Ozempic and other GLP-1 drugs are changing people’s eating habits. In response, Nestle is launching a new frozen food brand, Vital Pursuits, focused on delivering essential nutrients and macros to support consumers on GLP-1 treatments. Smoothie King is also joining in on the trend, moving fast to roll out a new menu - the “Smoothie King GLP-1 Support Menu” - making them the first quick-service chain to do so. With the number of U.S. consumers using weight loss drugs projected to reach 32 million—or about 9% of the population—by 2035, the early entries from both brands are clearly strategic, and I expect many more of these new menus and offerings on the horizon. My bets are on McDonalds next, but also an interesting space for Doordash - a GLP-1 app aisle, perhaps? 

• Bon Chon awards US creative & strategy to Gen Z agency. The Korean fried chicken chain is expanding in the US (with 40 new locations opening across the country) and looking to capture the Gen Z customer, so they’ve hired Carson+Doyle to lead these efforts.

• This is OLD news, but Flonase, an allergy medicine brand, teamed up with Bridgerton for a fun social campaign. I’m sorry, how did I miss this? Ahead of Bridgerton’s S3 release, Flonase unveiled a commercial set in the show’s universe, playing on viewers’ name for Penelope and Colin (Polin, which sounds like pollen). The idea and proposal actually came from Shondalan’s talent agency, who pitched it to Digitas, Flonase’s agency. It was a hit, improving consideration on Meta by 29% and unaided awareness by 14%. Impeccable way to make allergy meds cool. I’m nerding out over this, if you can’t tell. 

• By Rosie Jane bets on mass retail with its expansion into body care. The fine fragrance brand is launching a body care line - complete with body wash, oil, lotion and deodorant products - priced between $15-45. It’s a new move for the brand whose fragrance products are sold exclusively at Sephora and Nordstrom, but it follows a suit of “masstige” brands sold at Target. Several of these brands are backed by Maesa, a beauty brand incubator that taps into consumer desire for luxury-inspired products at accessible prices. Their strategy focuses on maintaining the quality and aesthetic of prestige items while making them available to a broader audience, particularly in mass retail - and particularly at Target. They’re behind a few Target favorites: Kristin Ess Hair, Frenshe (w/ Ashley Tisdale), Fin’ery & Flowery (w/ Drew Barrymore). It’s no surprise that By Rosie Jane chose Target as its retail partner for their entrance into the mass market.

• Build-A-Bear has appointed a new Chief Brand Officer, Kim Utlaut, as part of a refreshed C-suite lineup following three years of steady growth. Utlaut is set to play a key role in driving the brand evolution, likely as part of a push to modernize the brand and keep it relevant in today’s highly-digital world. It’ll be exciting to see how her vision unfolds—Build-A-Bear has a unique opportunity to leverage both its nostalgic appeal .. what’s old is new again, remember?

• Things are brewing at Starbucks. Newly appointed CEO Brian Niccol (who previously led Chipotle’s turnaround efforts) is making moves as part of his “Back to Starbucks” turnaround plan. These efforts come in response to three consecutive quarters of losses and increasing consumer frustration over rising prices and declining service quality. What’s interesting to me is how he plans to bring back the brand’s DNA: Starbucks' identity as a “third place” was central to its global success—a core part of the brand that they let fade away. Niccol aims to revive this by bringing back personal touches, like offering ceramic mugs to customers who choose to linger in its stores, and introducing cozier furniture. Sharpies are also set to return, replacing printed labels for a warmer, more personal feel—once they work out how to source 200,000 OF THEM.

Thanks for reading <3 Stay tuned for more gift guides coming your way this month!

Xx,

Isabel