If I Was Launching a CPG Brand in 2025
Launching a CPG brand in 2025 is a whole different ballgame than it was five years ago. The landscape has shifted, and so has the playbook. I ran a CPG startup called Yalla Oats. They were high-protein overnight oats that we sold DTC and through retail. We had strong brand identity, a great product, and solid packaging. Still, we hit a wall. Not because we didn’t hustle, but because scaling in-store, trial rates and driving repeat purchases is expensive.
So here’s what I’d do differently if I were starting a CPG brand today.
1. Why 2025 Changes the Game for CPG Brands
Retail shelf space is harder to come by, and holding onto it requires real velocity. Shoppers are overwhelmed with options, and your fancy packaging isn’t enough. Brands that win today aren’t just tasty or healthy; they’re strategic. Small CPG brands need to punch above their weight using a smart mix of retail tactics, digital campaigns, and sampling programs that don’t drain the budget.
2. Start with Product and Market Fit
You need to know exactly what makes your product different and why someone should pick it up instead of a competitor. That means going beyond surface-level features. What specific need does your product solve? If it’s high protein, who cares? If it keeps busy parents full without extra prep, now you’re talking.
We start every campaign at AMP by building out customer personas and running a competitor ad review to understand how your product stacks up. If you’re not doing that, you’re already behind.
3. Launch With Conversion-Driven Digital & Retail Strategy
A. In-Store Sampling & Rebate Campaigns
In-store sampling is powerful, but it’s a logistical and financial nightmare. Instead of setting up a booth and paying reps, we run in-store rebate campaigns.
Here’s how it works: We launch Meta Ads that tell shoppers they can try your product for free. They buy it in-store, upload their receipt to a custom landing page, and we Venmo them back. It’s fast, clean, and gets results.
Want to see this in action? Check out our case study where we used this exact approach to help a candy bar startup increase in-store turnover.
B. Meta Ads Fueling In-Store Purchase
We build paid media campaigns that drive foot traffic and inventory turnover. Using geo-targeting and smart creative, we push buyers to stores and track redemptions. It creates momentum where retailers actually see movement, and that’s what keeps you on shelves.
C. eCommerce with SEO & Analytics
eCommerce has gotten more expensive. That’s why you need a conversion-first site with dialed-in product pages and strong SEO. Most brands wait too long to invest in organic traffic. By the time they realize it matters, they’re already behind.
We handle everything from keyword research to CRO audits. If your PDPs don’t convert, we fix them. If your content doesn’t rank, we rewrite it. The focus is always on revenue and ROI, not fluff.
4. Product Development Strategy
If you’re launching a new product, keep your runs small. Work with a flexible co-packer. If you commit to 50,000 units and find out people hate the texture, you’re stuck. Smaller runs mean you can pivot quickly based on feedback.
And pay attention to what your customers are saying on social and in your ad comments. That’s your free R&D department.
5. Branding That Resonates & Scales
Make sure your brand story is consistent across your packaging, website, ads, and social. Whether it’s about being allergen-friendly, mom-approved, or gym-bag ready, your message should be repeatable and compelling. We help brands dial this in and test different angles to see what resonates most.
6. Sophisticated Media & Pricing Strategy
Media spend only works if you track the right things. We set up full-funnel tracking with conversion events to know exactly what’s working. Then we test different price points and offers to optimize for lifetime value.
7. Fast Experimentation: Iteration Is Key
Get your product in people’s hands then tweak based on feedback. We run small-scale campaigns to test CTAs, images, copy, even product flavor callouts. Then we scale what works. It’s not glamorous, but it’s what gets results.
8. Diversified Risk: Retail + eCommerce Strategy
Don’t put all your eggs in one basket. Retail gives you scale. eCom gives you margin and data. You need both.
Our campaigns connect these channels so they reinforce each other. Someone sees your product in-store, Googles you later, finds your site, and boom, you capture that sale. Done right, it’s a flywheel.
9. Track Customer Lifetime Value and Retention
Your goal is repeat purchase. We build systems to measure average order value (AOV), frequency, and retention. Then we use email, remarketing, and loyalty tools to keep people buying.
10. Align With AMP’s “Conversion-First” Advantage
We’ve been in your shoes. We know what it’s like to have pallets of product and no way to move them. Everything we build from ads and landing pages to campaigns, starts with one question: will this convert?
Need help launching your next CPG product? Let’s talk. We’ll build a custom plan to get your product into more hands, faster.