UTAH BRAND WAR BREAKDOWN PART 1

Utah brand war time 👀 Breaking down Clean Simple Eats vs Just Ingredients and how two of the biggest supplement brands in Utah are actually growing. In this video I compare: • Product & flavor strategy • Subscription model & retention • Meta ad volume & creative testing • Creator content & branded ads • Email & SMS frequency • TikTok Shop performance • Organic content & founder presence • Partnerships & athlete endorsements • Online revenue vs retail distribution Same category. Very different strategies. First off, product wise, both of these brands are absolutely crushing it. Great flavor, strong product mix, very clear who it's for. Both brands are clearly prioritizing subscriptions, which in the CPG business is an absolute must. However, I really like how Just Ingredients auto-subscribes and clearly shows you the benefits of subscribing right away. I think it's super super smart how they're doing that. On the paid side, they're both prioritizing meta ads. Just Ingredients is running around 140 different ads. Clean Simple Eats also running ads in meta, but it's closer to around 50 different results, which is a little bit light, but that doesn't always mean less is being spent. It does tell me something about creative volume and testing. One thing that jumps out to me with both of these brands is that they're both way too big to not be leaning into branded content. High growth brands like Lola Blankets have prioritized this and are scaling massively because of it. Now if we jump over to Particl, you can see that Clean Simple Eats is emailing people about four times a week, clearly pushing repeat customers. On the other hand, Just Ingredients is only emailing people about twice a week, which is not very frequent. Both brands are actively selling on TikTok, which matters a lot right now. Clean Simple Eats selling about 50,000 units on the platform so far. Just Ingredients has over doubled that with almost 120,000 units sold. What I love about both of these brands is organic content is a massive priority for both of them. Both founders are very present. Just Ingredients leans heavily into the value-driven content, which pulls in their ideal customer very well. Clean Simple Eats also creates value-driven content, but they do a lot more with their personality to help the buyer understand who they are and who they're buying from. Both brands are prioritizing partnerships in an awesome way. Just Ingredients works with big faces like Bryce Harper and the Utah Jazz. Whereas Clean Simple Eats has gone down a different route, partnering with brands like Ninja Kitchen where Ninja promotes their protein in their ice cream recipes. Now according to Particl, Just Ingredients has done just over $147 million in the last year. And Clean Simple Eats has done just over $63 million. Now, this tracks with the metadata and the TikTok shops data we looked at. But here's the plot twist. Clean Simple Eats is in over 5,500 retail locations across the United States. Just Ingredients on the other hand is only in about 2,700 stores across the United States. Yes, online revenue heavily favors Just Ingredients, but Clean Simple Eats is quietly dominating the retail protein space. Two Utah brands, two very different strategies. This is exactly why I love breaking down brand wars just like this.