In regulated categories, sameness is the norm. The way to stand out? Rethink the format.
How you package and present a product shapes how people see it, and how they use it. We cover how to innovate through format, start small, and learn fast in categories where the rules keep changing.
For founders who are:
Launching a format consumers haven’t seen before
Building in a highly regulated industry
Designing formats that fit modern lifestyles
1. Anchor your product to occasions, not just audiences
People don’t remember demographics, they remember moments. Adoption comes faster when consumers know when they’ll use your product (not just who it’s for).
Have I mapped the key moments where my product fits naturally? (concerts, brunch, dinner parties)
Does my marketing show the product in those exact moments?
Could a retailer instantly picture how it fits into their shopper’s life?
What to do: Build campaigns around when and where people use your product, not just who they are.
2. Make the explanation effortless
If people can’t “get it” in one line, they’ll move on. Check if you have consumer clarify using the checklist below:
Do I lead with one clear line anyone can repeat? (“Turn any drink into an edible.”)
Do I use visuals to show the product in action? (the snap-and-squeeze moment)
Have I built FAQs around real customer questions (“How strong is it?” “Will it mix?”)?
What to do: Bake education into copy and design. Don’t explain the science, explain the action.
3. Let discretion be your differentiator
The most valuable benefit might not be the obvious one. Convenience, portability, or ease can win customers as much as taste.
Is there a subtle feature customers value more than expected?
Could convenience, portability, or ease be a stronger hook than flavor or function?
Am I highlighting that “quiet benefit” clearly in messaging?
4. Start small, learn fast
Regulations shift constantly. A full rollout too early can backfire. Start with DTC and small pilots to learn, adapt, and stay compliant without risking a pullback.
Am I using DTC and small retail pilots as experiments, not full launches?
Is my expansion tied to regulatory clarity, not just demand?
Can I update packaging and labels quickly if laws change?
Tactic: Treat flexibility as part of your brand system. Build in room to pivot on SKUs, labels, and channels.
Checklist: Is your product built to last in a regulated market?
I can explain it in one simple line anyone understands
Consumers know immediately how and when to use it
Labels, claims, and SKUs are easy to update if laws change
My sales mix (DTC, pilots, retail) is flexible enough to pivot
I have partners tracking regulations ahead of me
My brand story holds up even if the rules shift
Bottom line: In regulated markets, clarity and flexibility matter more than scale. Make your product effortless to explain, anchor it to real occasions, and design systems that adapt as fast as the laws do.
Know someone trying to get their food brand off the ground? Do them (and us!) a favor and pass along this playbook.
