The rise of value-added FMCG, and how to stand out on the shelf
There’s a new kind of FMCG brand taking up space, and it’s not the flashy ones. It’s the brands that have figured out how to offer more than just flavour. Welcome to the age of value-added FMCG.
I have the pleasure of working with some of the most interesting emerging brands across food, beverage, wellness, and home care. These aren’t startups chasing shelf space for the sake of it, they’re building products with purpose. Things people actually need and want. Things that say something about how we eat and live.
So what’s value-added FMCG? It’s the drink that helps you bounce back the day after. The oat-based dessert that hits the nostalgia spot without the dairy. The pantry staple that’s actually functional and delicious. Value-added products go beyond taste and solve problems while creating meaning in the process.
Most of these brands are founded by people who’ve lived the need they’re solving for – chefs, carers, nutritionists, parents. That story, the “why” behind the product, gives these brands soul. But soul alone doesn’t win shelf space. You still have to make your purpose loud, clear, and visible to a busy shopper.
That’s where things get tricky, because supermarkets are noisy. Not just literally, but visually. Your average shopper has a three-second attention span when scanning the shelf. If your product doesn’t clearly communicate its job, it’ll get skipped. So step one? Get laser-focused on what you’re solving.
How to stand out when everything’s screaming for attention
Is your product a better-for-you snack that actually satisfies? A hot sauce that hits all the right notes for flavour nerds? A weekend dinner hack that tastes like you tried harder than you did? Great, now you need to say that clearly on the packaging.
That means tightening your brand messaging and making sure your packaging tells a complete story at a glance. Simplicity isn’t just about design, it’s about decisiveness. You’ve got a limited canvas and a big job to do. Choose your words and your visuals wisely.
Simplicity is the flex
The biggest trend I’m seeing right now is simplicity. Brands that aren’t trying to say it all, but instead let one clear message shine. It takes guts to say less. But it also makes your product way easier to connect with, and remember.
Simple doesn’t mean boring. It means confidence. It means you’ve done the work to strip your brand down to its strongest point, and you’re leading with that.
The best performing packaging often features bold design, minimal clutter, and a one-hero claim that does the heavy lifting. But that kind of restraint takes discipline. A lot of founders want to tell their full story on the front of their packaging, but the best products find ways to hint at that story, letting the product experience do the talking.
Know your lane, then own it
You don’t need to reinvent the wheel, but you do need to understand where you sit in the category. That means knowing how buyers think, what gaps exist, and how your product can make the shelf more interesting.
Ask yourself, does this product help elevate the category, not just add to it? Can it attract new customers or bring lapsed shoppers back? Are you offering something truly different, or just marginally better?
Sometimes the best way to innovate isn’t by inventing something new, it’s by reframing the familiar. A better format. A more inclusive flavour. A price point that opens access. A story that hits home.
Retailers want innovation, but they also want reliability
It’s easy to think that buyers are just looking for bold flavours or viral potential. But that’s only part of the story. They’re also looking for partners who understand logistics, category strategy, and how to keep things moving.
That means having solid unit economics, knowing your production lead times, your MOQs, and how you plan to support the product once it hits the shelves. The most exciting product in the world won’t stay in stores if it can’t be delivered consistently.
Retailers also want a sense of trust. Do you understand how your category is currently performing? Can you speak to your competitors, your velocity expectations, your merchandising strategy? That kind of detail goes a long way in setting you apart.
Purpose + product = power
Consumers don’t just buy what you make. They buy why you make it. The best value-added brands bring purpose, personality, and practicality to the table. They make life easier, better, or just a bit more joyful.
They built on personal experience, and backed by commercial strategy. They win not just because they’re different, but because they’re meaningfully different.
When that meaning comes through clearly, in your pitch, your packaging, and your presence, you’re not just another new product. You’re a brand that people root for.
Build like you belong there
If you’re dreaming of getting your product onto the supermarket shelves, you’ve got to think beyond the launch. Standing out once is one thing, but being picked up again, and again is another – it’s where real brand traction happens.
That means thinking about consumer experience beyond the first purchase. Is the product easy to use? Is it memorable enough to come back for? Is the story strong enough to share?
I love working with founders who are constantly refining, not just their products, but their systems, messaging, and mindset. That’s what it takes to succeed in today’s crowded and competitive FMCG space.
In the end, standing out isn’t about just being loud. It’s about being clear.
Value-addded FMCG isn’t just a trend, it’s a shift towards brands that do more, with more meaning, and that know exactly how to show up in the spaces that matter.
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