Brands are becoming increasingly innovative in how they leverage distribution channels. A recent experience of mine highlights this - while ordering a carb-heavy meal, I encountered an Ayurvedic pill (categorised as an add-on) designed to reduce carb absorption by 40% and manage sugar spikes. This addition not only caught my attention but also exemplified a larger strategy at play in the food and health sector.
Brands that effectively position themselves within distribution channels can create a distinctive moat. By integrating health products (that have not yet found their PMF) into the ordering experience—like this “Ayurvedic pill " in my case—companies are tapping into the growing consumer desire in a market where convenience and wellness intersect.
How products are presented and integrated into the consumer journey correlates to the psychological impact of its offering. A common problem—like reducing carb absorption alongside a hearty meal -- provides a smart way to transform a potential guilt trip into a mindful choice, thereby piquing customer curiosity and eventually maybe even a repeat order.
As brands continue to navigate the evolving landscape of distribution channels, I've always felt that the importance of strategic positioning within those channels cannot be overstated enough. By devising solutions that resonate with consumer desires, one can tap into unique value propositions to establish a strong competitive advantage in a crowded marketplace.
The decision for me to purchase additional items on top of my main dish can only be fuelled by intense craving, lack of a protein rich meal before or if i'm having a bad day in general. As someone who still tries to balance and regulate my binge eating triggers, ordering food online comes with a dash of lingering guilt. Spotting an option that addresses my trigger and provides a pacifier for it can push me to learn more about the product (even if I know I won't purchase it)
It’s easy to get swayed by appealing promises. The growing prevalence of diet culture and "quick fixes" can lead to overhyped solutions that will never be as effective or safe as they appear. While brands are increasingly adept at positioning themselves as part of a health-conscious journey, always remember to do your due diligence
Through this post, I am in no way promoting this particular product, it was the novelty in their approach that was refreshing.
Distribution is King
Positioning is Queen
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