Mark Edmonson: CMO GoGo Squeeze on Scaling a CPG Brand in 2023 and Beyond

Mark Edmonson, Chief Marketing Officer of GoGo Squeeze, discusses the challenges and opportunities of scaling consumer packaged goods (CPG) brands in 2023 and beyond. GoGo Squeeze's journey from premium applesauce snack to market leader provides valuable lessons for brands navigating retail consolidation, direct-to-consumer growth, and changing consumer preferences.

CPG Brand Evolution in the Modern Retail Environment

The CPG landscape changed dramatically over the past decade. Retail consolidation, the rise of e-commerce, private label competition, and shifting consumer preferences toward health and sustainability create pressure on traditional brands.

Edmonson explains how GoGo Squeeze maintained growth and relevance by understanding these structural changes and adapting strategy accordingly. Rather than defending legacy positions, successful CPG brands innovate product lines, distribution channels, and marketing approaches.

Product Innovation and Consumer Trends

GoGo Squeeze began as a premium applesauce product targeting health-conscious parents. Edmonson discusses how the brand expanded product lines—adding pouches, tubes, and formats for different occasions—while maintaining the core value proposition of convenient, nutritious snacking.

Understanding consumer trends—organic, sustainable sourcing, reduced sugar, functional nutrition—enables CPG brands to expand addressable markets and maintain premium positioning in commodity categories.

Retail Relationships and Distribution Strategy

Modern CPG brands must succeed across traditional retail, e-commerce, and direct-to-consumer channels simultaneously. Edmonson explains how GoGo Squeeze balanced relationships with major retailers while building direct consumer channels that provide better margins and consumer data.

Key Takeaways from the Conversation

• CPG brands must innovate continuously to maintain market position against private label competitors
• Diversified distribution—retail, e-commerce, direct-to-consumer—reduces dependency on any single channel
• Consumer trust in brand health claims requires transparency and third-party certifications
• Digital marketing enables CPG brands to reach consumers directly and gather first-party data
• Sustainability and ethical sourcing increasingly influence consumer purchasing decisions across demographics

Building Direct Consumer Relationships in CPG

Traditional CPG brands operated through retail intermediaries, limiting direct consumer interaction. Modern brands increasingly build direct relationships through e-commerce, social media, and loyalty programs.

GoGo Squeeze's digital initiatives provide consumer insights, enable personalized marketing, and build community around the brand. These direct relationships improve lifetime value and inform product development.

Competing Against Scale and Private Label

Smaller CPG brands face enormous competitive pressure from well-capitalized competitors and private label products. Success requires differentiation through product quality, brand authenticity, and community building rather than matching scale in traditional advertising.

Edmonson emphasizes that CPG brands can compete by understanding their communities deeply and serving specific consumer segments better than generalists.

For insights on CPG marketing strategy, consumer behavior analysis, and brand scaling, explore Suzy's consumer insights platform. Learn more about growth strategy with Matt Britton at Speaker HQ or contact us for consulting services.

FAQ

What makes GoGo Squeeze successful in the competitive snack category?

GoGo Squeeze maintains leadership through continuous product innovation, strong retail relationships, direct consumer engagement, and positioning aligned with health-conscious consumer trends.

How do CPG brands balance retail and direct-to-consumer sales?

Successful CPG brands maintain strong relationships with major retailers while building direct channels for consumer data, better margins, and relationship building. Both channels reinforce brand growth.

What marketing strategies work best for CPG brands?

CPG marketing success combines retail promotions and trade marketing with digital consumer engagement, influencer partnerships, community building, and content marketing that educates consumers about product benefits and brand values.