Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing I Brands

The Evolution of Premium Products in Mainstream Retail with Marcel Bens, CEO of Emil Capital Partners

Sep 6, 2024

Marcel Bens, CEO of Emil Capital Partners, shares insights on early-stage investments in consumer brands. He discusses the rise of 'better-for-you' products and why consumers are willing to pay a premium for quality. Listen in as he breaks down investment strategies, focusing on deploying $1-5 million checks to bridge gaps between angel investors and private equity. Marcel also emphasizes the importance of decoding nutrition labels and navigating brand discovery at expos, all while advocating for transparency in consumer choices.

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INSIGHT

Why Consumers Pay Premiums

Consumers pay premiums when they trust a product is effective, high-quality, and flavorsome.
Attributes like functionality and organic ingredients justify paying more.

INSIGHT

Investment Gap Filled by Emil Capital

A gap existed in consumer investments between angel investors and private equity firms.
Emil Capital fills this with $1-5 million checks focusing on 'better-for-you' brands in North America.

INSIGHT

Mainstreaming of Better-For-You Products

The mainstream adoption of better-for-you products is marked by conventional retailers dedicating aisles to organic items.
Social media and content creation have accelerated consumer awareness and problem-solving demand.

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