Alex Cooper’s Unwell Beverage shuts down, joining a pattern of creator CPG flops
Cooper’s functional beverage brand is closing after less than two years despite heavy podcast promotion and a Target exclusive. It joins Prime, Feastables and Something Navy in showing that creator fame drives trial but not durable retail sales.
Why it matters. Retailers now have another data point to argue that creator fame alone does not justify shelf space, weakening creators’ pitch for exclusive retail deals based on audience size.
Signal from emarketer.com · read the original.
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