Your expectations have changed.

What worked when your brand was smaller often stops working once volume increases, timelines tighten, and your product line begins to expand. That shift doesn’t usually happen all at once. It tends to show up gradually, in the way conversations evolve and in the level of coordination your business starts to require.

If your manufacturing partner is still structured for where you started, the disconnect will undoubtedly reveal itself.

Kava Kava is a familiar ingredient in the supplement space, especially in products positioned around relaxation and stress support.

Most formulations use an extract vs the root’s powder form, which gives brands a clear way to define potency. From a label and positioning standpoint, it seems like a relatively straightforward ingredient to work with. Where it becomes more involved is formulating around it’s taste. Skip prioritizing this step and consumers won’t repurchase the product.