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
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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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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.
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.
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.
