Vacation

Same product, new form factor: liquid vitamins built an empire

Shaan argues form-factor changes are underrated. MaryRuth's built a big business selling liquid vitamins you keep in the fridge instead of pills or gummies, just as Vacation's whipped-cream-can sunscreen goes viral and Grüns put greens in a gummy. A new format earns attention and gives buyers a reason to buy.

“So like Mary Ruth's, she's built like a, an empire on liquid vitamins right now. Ro Nutrition. They're, uh, like they're selling, uh, they're doing like, you know, millions and millions of dollars in revenue by just changing the form factor from vitamins are gummies and pills. Nope. Now they're liquid that you store in the fridge and you drink cold because different people prefer things to different things. And it also gets attention. It gives you a reason to buy it.”

Steal thisTake a stale category and change only the delivery format (stick, whipped can, powder, gummy, liquid) to earn attention and a reason to buy.