step-change

Clean Is Table Stakes. Shoppers Want Products That Actually Work.

Tue, 03 Mar 2026 15:48:08 GMT

The Wellness Industry Has a Clean Problem

For the last decade, clean, organic, non-GMO, and vegan dominated the conversation in food, beverage, and supplements.

But clean is no longer a differentiator. It is an expectation.

Today’s shoppers assume:

No artificial ingredients
Transparent sourcing
Simple ingredient decks

That is the starting line.

What they are asking now is far more powerful:

- Does this product actually do something for me?

That shift is redefining private label strategy, ingredient commercialization, and retail category leadership.

Why Clean Alone Does Not Build Loyalty

Retailers that rely only on clean claims face three risks.

Commoditization

If everyone is clean, no one stands out.

Margin Pressure

Copycat private label strategies compete on price, not value.

Stalled Innovation

Playing it safe often means following trends instead of leading categories.

The result is flat velocity, limited differentiation, and reduced shopper loyalty.

What Winning Looks Like in 2026

The next generation of winning wellness products combine:

Clean Formulation

Still required but assumed.

Functional Ingredients

Clinically studied ingredients that support meaningful outcomes.

Real-World Validation

Consumer testing, performance data, and adoption proof.

Speed to Shelf

Opportunity windows do not wait 18 months.

This is where innovation either accelerates or stalls.

The Rise of Functional, Science-Backed Products

Consumers are not just shopping for better-for-you products. They are shopping for:

Stress support
Digestive health
Cognitive clarity
Muscle recovery
Immune resilience
Metabolic balance

In other words, function.

The modern wellness consumer expects products that are:

Science-backed
Clinically supported when appropriate
Doctor-formulated when applicable
Transparent in benefit positioning
Credible at shelf

Retailers who understand this shift are gaining ground.

Why Speed Matters in Functional Innovation

Big CPG often moves too slowly. Ingredient companies struggle with long sales cycles. Retailers cannot afford extended innovation timelines while consumers move quickly.

To lead in functional wellness, brands need:

Faster commercialization pathways
Ingredient validation before scale
Retail-ready storytelling
Regulatory alignment from day one

Step Change exists to close that gap by bringing science-backed products to shelf faster, smarter, and with less risk.

The model integrates:

Custom development
Turnkey SKUs
Control brands for real-world validation
Fast-track commercialization programs

Innovation that remains in R and D does not build categories. Innovation that reaches shelf does.

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Clean Is Table Stakes. Shoppers Want Products That Actually Work.

The Retail Opportunity: Function and Exclusivity

Private label is no longer just about better price.

It is about:

Category leadership
Shopper trust
Functional differentiation
Science-backed credibility

Retailers who lean into functional foods and nutraceutical innovation create:

Higher-margin differentiation
Greater repeat purchase
Clear value beyond national brands

That requires integration across science, formulation, regulatory, and retail execution.

The New Question Retailers Should Be Asking

Instead of asking:

Is this clean?

Ask:

Is this functional?
Is the ingredient credible?
Has it been validated?
Does it differentiate my assortment?
Can we move quickly without increasing risk?

The brands and retailers who win the next five years will not just be clean.

They will be credible.

They will be science-backed.

They will move faster.

They will launch what is next.

Final Takeaway

Clean is the baseline.

Function is the future.

Speed determines who captures the opportunity.

If you are a retailer looking to build a science-backed private label wellness program, or an ingredient company trying to accelerate adoption, the opportunity is clear.

Reduce friction.

Validate faster.

Bring functional innovation to shelf with confidence.

From science to shelf. Faster.

Private Brands Aren’t Chasing National Brands Anymore. They’re Beating Them.

Tue, 10 Feb 2026 18:13:19 GMT

Why 2025 marks a structural shift in food and wellness innovation

Private brand sales are projected to outpace national brand growth in 2025, rising 3.3% year over year, according to a recent article from Food Business News.

That number matters, but not for the reason most headlines suggest.

This isn’t just a value story.

It’s a credibility, speed, and innovation story, and it signals a permanent reset in how products get to shelf.

Why Private Brands Are Winning Now

Private brand growth isn’t accidental. It’s structural.

Three forces are driving the shift:

1. Speed Beats Brand Storytelling

National brands are slowed by legacy pipelines and long validation cycles. Retailers can now move from insight to shelf in months, not years.

2. Retail Trust Is Compounding

Shoppers already trust their retailer. When that trust extends into wellness, food, and function, private brands have an inherent advantage.

3. Functional Innovation Requires Integration

Science-backed ingredients don’t win on claims alone. They win when formulation, compliance, pricing, and shelf placement are aligned. Retailers control all four.

In short, private brands are no longer copying brands. They’re out-executing them.

The Quiet Shift No One’s Talking About

The fastest-growing private brand programs aren’t built on imitation.

They’re built on:

- Science-backed ingredients

- in-market validation

- Smaller, smarter test-and-scale launches

- Reduced innovation risk

This is where most retailers, and many ingredient companies, still struggle.

Having access to innovation isn’t the same as activating it quickly and credibly.

The Old Narrative Is Broken

For decades, the playbook was simple:

Brands innovate
Retailers follow
Private brands compete on price

That model no longer reflects reality.

Today’s shoppers aren’t choosing private brands because they’re cheaper.

They’re choosing them because they’re clearer, faster, and increasingly more trustworthy.

“Clean,” “organic,” and “plant-based” are now table stakes.

What shoppers want next is function that works, at a price and pace that makes sense.

What Makes a Successful Private Brand Strategy for Grocery Retailers?

A successful private brand strategy is no longer about copying top-selling SKUs.

It is about speed, proof, and credibility.

High-performing grocery retailers focus on:

Science-backed ingredient selection
Real-world product validation before full rollout
Clear functional positioning consumers can understand
Scalable test-and-learn launch models

Retailers that treat private brands as strategic assets, not filler SKUs, see higher loyalty, velocity, and repeat purchase.

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Private Brands Aren’t Chasing National Brands Anymore. They’re Beating Them.

How Retailers Are Using Private Brands to Drive Growth in 2025

Retailers are no longer treating private brands as margin fillers.

They are using them as category leadership tools.

In 2025, leading retailers are leveraging private brands to:

Launch functional foods and wellness products faster
Differentiate assortments with retailer-exclusive innovation
Improve margins while strengthening shopper trust
Reduce reliance on slow-moving national brand pipelines

Rather than waiting for national brands to introduce new ideas, retailers are now setting the innovation agenda themselves.

How Retailers Can Launch Private Brand Products Faster

Retailers are accelerating private brand launches by:

Validating ingredients in-market before national scale
Using pilot programs or control brands to reduce risk
Shortening formulation, compliance, and packaging cycles
Aligning category, regulatory, and commercialization teams early

This allows retailers to move from concept to shelf in months instead of years, without sacrificing quality or credibility.

The Next Step

If you’re a retailer or category leader exploring:

Functional private brand expansion
Faster innovation models
Reduced-risk product launches

Step Change helps move ideas from science to shelf, faster, with proof.

Why Private Brands Are Winning in Functional Foods and Wellness

Private brands are outperforming national brands in functional categories because:

Retailers already own consumer trust
Functional claims require careful compliance and clarity
Integrated execution matters more than brand storytelling

When retailers control formulation, claims, pricing, and placement, functional products scale faster and perform better.

What the 3.3% Growth Signal Means for Retailers and Ingredient Partners

The projected 3.3% private brand growth rate is not a one-year anomaly.

It reflects a durable shift in how categories will be led.

Retailers who invest now in:

Functional private brands
Science-backed differentiation
Faster validation models

will define the next generation of shelf leadership.

Ingredient companies that align with private brand programs gain:

Shorter sales cycles
Faster proof of concept
Earlier retail adoption

The Bottom Line

Private brands aren’t having a moment.

They’re entering their leadership era.

And the winners won’t be the ones who copy national brands best.

They’ll be the ones who bring credible innovation to shelf first.

2026 Wellness Trends to Watch: From Science-Backed Function to Scaled Innovation

Tue, 27 Jan 2026 14:02:18 GMT

How Step Change Is Helping Brands Launch What’s Next

As we move into 2026, the wellness landscape is entering a new phase, one defined less by buzzwords and more by proof, performance, and speed to shelf. “Clean” and “natural” are no longer differentiators. What matters now is functionality consumers can feel, credibility retailers can stand behind, and innovation models that actually scale.

At Step Change Innovations , we spend every day at the intersection of science, retail, and product development. Here’s what we see coming in 2026, and what brands, ingredient partners, and retailers should be preparing for now.

Trend 2: Control Brands Become the New Innovation Engine

What’s changing:
Private label innovation is no longer about imitation. It is about controlled experimentation. Retailers want proof before committing their own brand equity.

This is where control brands come in.

Wellwerks was built precisely for this moment. It is a functional food and beverage platform designed to test, validate, and scale science-backed products in real-world retail.

What to look for in 2026:

Control brands used as live innovation labs
Faster validation cycles compared to traditional R&D
Clear pathways from control brand to private label exclusives

Why it matters:
Control brands reduce risk while accelerating speed, allowing retailers to lead categories instead of following them.

Trend 3: Ingredient Credibility Moves to the Front of the Shelf

What’s changing:
Ingredient stories are no longer buried on the back panel. In 2026, ingredients become the headline, but only when backed by science, compliance, and smart storytelling.

Winning products will:

Highlight clinically studied or well-supported ingredients
Translate science into shopper-friendly language
Use real-world validation to support buyer conversations

This is where Step Change’s Fast Track and Magnify programs help ingredient companies and brands shorten sales cycles and gain adoption faster, without overpromising.

Trend 1: Functional Over Lifestyle Claims

What’s changing:
Consumers are moving beyond passive lifestyle labels toward outcome-oriented wellness. Products that support focus, digestion, energy, immunity, or recovery, with credible ingredient stories, are winning attention and repeat purchase.

What to look for in 2026:

Clear benefit-led positioning rather than vague wellness promises
Science-backed ingredients with regulatory-ready claims
Formats that integrate function into everyday food and beverage moments

Why it matters:
Retailers and buyers are prioritizing products that work and justify shelf space with velocity and loyalty.

Trend 5: Generative AI Meets Wellness Innovation

What’s changing:
AI is not replacing human expertise, but it is reshaping how innovation decisions get made. In 2026, the most competitive brands will pair human judgment with AI-powered insight.

Where AI adds value:

Faster trend detection and concept screening
Smarter positioning and claims frameworks
Scalable content that supports SEO, retail decks, and buyer education

At Step Change, we design innovation stories that are AI-discoverable, SEO-friendly, and buyer-ready, ensuring your products are found, understood, and trusted across digital and physical channels.

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

2026 Wellness Trends to Watch: From Science-Backed Function to Scaled Innovation

Trend 4: Speed to Market Becomes a Competitive Advantage

What’s changing:
The old 18 to 24 month innovation cycle no longer works. Brands that win in 2026 will be those that can move from concept to shelf in months, not years.

What to look for:

Integrated innovation partners spanning science, formulation, and retail
De-risked launches using market-tested SKUs
Faster feedback loops with real consumers

At Step Change, we do not just advise. We activate. Our model is designed to compress timelines while maintaining credibility and compliance.

What This Means for Brands, Retailers, and Ingredient Partners

2026 will reward those who:

Lead with function and proof rather than hype
Use control brands to validate before scaling
Partner with teams that integrate science, retail, and speed
Build innovation pipelines designed for both humans and AI discovery

Watch our recent film: The Choice We Leave Them

The Step Change Perspective

From Science to Shelf. Fast.

Whether you are:

A retailer rethinking private label wellness
An ingredient company seeking faster adoption
A brand looking to de-risk innovation

Step Change exists to close the gap between science and shelf, faster, smarter, and with less risk.

The Choice We Leave Them

Thu, 13 Nov 2025 18:34:42 GMT

They trust us.

To fill their plates.

To choose what goes into their bodies before they’re old enough to read a label.
To build the world they’ll inherit — one ingredient, one product, one decision at a time.

That simple truth is what inspired our short film, “The Choice, We Leave Them.”
It’s a reminder that every formulation, every label, every shortcut or improvement carries a weight far beyond today’s margins.

A Story About a Little Girl — And Every Child After Her

In the film, we follow a young girl — curious, observant, innocent — trying to understand the world of products around her.

She isn’t comparing nutrition panels.

She isn’t decoding ingredient lists.

She isn’t evaluating quality standards.

She is simply trusting the adults in her life to make the right choice.

And whether we realize it or not, that’s exactly what millions of children do every single day.

Consumers Are Changing. Brands Must Too.

We’re living through a pivotal moment in modern wellness.

Consumers are more informed, more ingredient-conscious, and more aware than ever.

But here’s what’s critical:
They’re no longer satisfied with “less bad.” They want genuinely better.

That means:

Clean labels without compromise
Ingredients with real functional value
Transparency at every stage
Innovation that solves problems, not disguises them

And retailers feel that pressure from both sides — consumers pulling, competitors pushing.

The Problem No One Wants to Talk About

Over the last two decades, shelves have grown louder, brighter, more crowded — but not necessarily better.

As brands competed for attention, convenience often outpaced care.

Artificial colors replaced real ingredients.

Marketing replaced meaning.

“Better for you” became a slogan instead of a standard.

From the outside, everything looked innovative.

On the inside, many products didn’t reflect the values parents believed they were buying.

This is the disconnect we set out to address.

Why This Film Matters to Retailers, Buyers, and Founders

Because every product decision you make affects more lives than you realize.

When you choose higher-quality ingredients…

When you push for transparency…

When you reject the “good enough” standard…

You’re shaping the future of wellness more than any ad campaign ever could.

And consumers feel that.
Parents feel that.
Children benefit from that.

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Why the Next Generation Depends on the Decisions We Make Today

Where Step Change Fits Into This Moment

At Step Change Innovations, we believe the next era of wellness will be defined by brands and retailers who:

Choose purposeful formulation over shortcuts
Lean into science-backed ingredients
Prioritize long-term trust over short-term wins
Build products for real families, not just for shelf appeal

Our mission has always been simple:
To help retailers lead the wellness wave — not follow it.

But that mission becomes far more meaningful when grounded in the human reality behind it.

This isn’t just about launching a functional drink, a protein bar, or a gummies line.

It’s about giving the next generation the quality we wish we had growing up.

A Better Future Is Built One Choice at a Time

We made “The Choice We Leave Them” to remind our industry of something simple:

The decisions we make today become the world they grow up in.

If we choose well — ethically, transparently, scientifically, compassionately —
then we aren’t just building better products.

We’re building a better future.

Watch the film: The Choice We Leave Them

The AI Shift in SEO: What It Means for Wellness Innovation and Retail

Tue, 04 Nov 2025 19:54:22 GMT

AI is changing how people discover wellness products, brands, and ingredients.

Across every category, the new frontier of visibility is not built on backlinks or keywords. It is built on credibility.

And that shift is happening faster than most teams realize.

From Content Volume to Content Credibility

AI-powered search favors clarity. It can identify vague benefit language or missing proof instantly.

Wellness brands that publish precise, educational, and transparent content will surface first.

What matters most now:

Clear claims that match scientific evidence
Transparent ingredient and sourcing information
A credible tone that teaches, not sells

The new SEO is not about flooding the web with content. It is about helping AI understand that your brand is trustworthy, expert, and aligned with what people actually want to know.

Trend Velocity in the AI Era

AI is compressing the distance between data and demand.

Search engines can detect rising ingredient or benefit terms weeks before they peak in consumer searches.

That means category leaders can now act faster than ever before.

Retailers can build smarter wellness assortments by tracking verified digital demand signals. Ingredient suppliers can identify adoption opportunities earlier. Brands can pivot content strategies before competitors even recognize a shift.

The speed of insight has never been greater. The challenge is keeping up with it.

The Great Search Reset

Traditional SEO rewarded volume. Generative AI rewards trust.

Search engines and AI assistants no longer just list pages. They summarize what appears to be true, relevant, and verified.

For wellness and functional products, that is a major reset.

AI systems now prioritize clear, transparent, and substantiated content. Brands that publish credible, science-backed stories will rise in visibility. Those chasing trends or stretching claims will fall behind.

In this new world, you are no longer optimizing for clicks. You are optimizing for confidence.

The Power of a Strategic Innovation Partner

Category managers don’t need another vendor, they need a co-innovation partner who can help them:

Identify fast-moving trends with staying power

Source proven functional ingredients

Formulate and test retail-ready products

Deliver turnkey wellness lines ready for shelf or private-label launch

That’s exactly what Step Change Innovations was built to do.

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

The AI Shift in SEO: What It Means for Wellness Innovation and Retail

Why Speed and Science Now Collide

AI connects consumer intent, market data, and scientific literature in seconds.

The winners in this next phase of innovation will be those who can translate credible science into clear consumer benefit stories, fast.

Science without speed will be invisible.

Speed without science will be filtered out.

The advantage belongs to those who bring both together with precision.

What Industry Leaders Should Do Now

To stay visible in AI-driven discovery:

Review how your brand and category appear in AI-generated search results
Refresh benefit language for clarity and scientific alignment
Create educational, credible content that builds trust with both people and algorithms
Treat AI as an early warning system for trend detection, not a threat to creativity

AI is not replacing innovation. It is rewriting how discovery happens.

The brands, ingredient partners, and retailers that embrace credible storytelling and science-led communication will lead both search and shelf.

Ready to Stop Following?

Private label is no longer the cheap alternative.
It’s the new frontier of brand leadership, and your biggest untapped growth lever.

Quit waiting for shelf space to open up.
Start leading the next wave of wellness.

Connect with the Step Change team to learn how we can help you build your next high-margin wellness set, faster.

Quit Waiting. Start Leading: Why Category Managers Need to Rethink Private Label in 2025

Tue, 21 Oct 2025 14:35:07 GMT

The Retail Reality: Shelf Space Isn’t Coming Back

For decades, the retail playbook told category managers to “wait their turn.”

Seven-year cycles. Slow resets. Chasing the same brands for the same space.

That playbook is broken.

Shoppers have changed, the wellness market has exploded, and the brands winning shelf space today aren’t the biggest, they’re the fastest.

They’re the ones building innovation pipelines that move in months, not years.

If you’re still waiting to get your chance at that prime shelf spot back, you’re already behind.

The Shift: From Follower to First-Mover

Retailers who are winning in 2025 are thinking like brand founders.

They’re asking:

What unmet need can we solve before national brands do?

What wellness trends are emerging with real, science-backed proof?

How can we bring that to market in six months instead of eighteen?

They’re launching functional products that lead trends, not chase them:

Sleep gummies with clinically studied ingredients.

Gut-health snacks built around postbiotics and prebiotics.

Hydration and focus powders that actually perform.

Each one tells a story that connects with today’s shopper, and locks in long-term loyalty.

Why Margins Follow Innovation

It’s simple math: differentiation drives profit.

When your product lineup delivers true function, great taste, and a credible story, it becomes destination shopping .
That means faster turns, higher basket size, and stronger category growth.

In other words, those 50%+ margins everyone talks about? They’re real, and they’re going to the retailers leading innovation, not the ones following it.

The Problem With Playing It Safe

Too many retailers are still settling for 20% margins on “safe,” copycat SKUs that check a box but don’t move a needle.

The irony? Those same retailers know consumers are demanding more efficacy, more transparency, more functionality.

Playing it safe might protect your current P&L line, but it’s quietly killing your future growth.

Private label can, and should be your competitive weapon. But only if you treat it like a brand , not a bargain.

The Power of a Strategic Innovation Partner

Category managers don’t need another vendor, they need a co-innovation partner who can help them:

Identify fast-moving trends with staying power

Source proven functional ingredients

Formulate and test retail-ready products

Deliver turnkey wellness lines ready for shelf or private-label launch

That’s exactly what Step Change Innovations was built to do.

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Quit Waiting. Start Leading: Why Category Managers Need to Rethink Private Label in 2025

The New Private Label Playbook

Here’s what’s separating the new generation of private label leaders from everyone else:

Speed-to-Shelf Advantage – They move from concept to launch in under 180 days.

Proof-Driven Innovation – Every product is built around science-backed ingredients and credible benefit claims.

Brand-Level Storytelling – Packaging, positioning, and messaging are treated with the same discipline as any premium brand.

Strategic Partnerships – They collaborate with formulation and manufacturing partners who can execute with quality and scale.

This isn’t a “me-too” model. It’s a Step Change .

How Step Change Helps Retailers Lead

Through our Wellwerks™ and NuWerks™ programs, we’ve curated 100+ ready-to-launch SKUs across functional foods, beverages, and supplements.

Each is designed to help retailers:
- Capture margin through exclusive innovation
- Build shopper trust with science-backed products
- Own their wellness set with differentiation that sells

We move fast, we build proof into every formulation, and we help you bring innovation to shelf without the typical 12-to-18-month wait.

Ready to Stop Following?

Private label is no longer the cheap alternative.
It’s the new frontier of brand leadership, and your biggest untapped growth lever.

Quit waiting for shelf space to open up.
Start leading the next wave of wellness.

Connect with the Step Change team to learn how we can help you build your next high-margin wellness set, faster.

From Cold Calls to Category Captains: Joe Bradley on the Future of Private Label Wellness

Tue, 07 Oct 2025 12:00:27 GMT

Speed, proof, and science. Those were the biggest themes in buyer conversations at this year’s ECRM. In today’s functional wellness market, retailers aren’t waiting years for new products to trickle down from CPG giants. They want clinically backed products on shelf in months, not years.

Joe Bradley, founder and CEO of Step Change Innovations, has spent his career betting on exactly that shift. From being laughed out of early probiotic meetings to helping pioneer functional foods across grocery, he’s now leading the charge to put private label at the center of wellness innovation.

Why He Walked Away from Corporate

After the acquisition, Bradley joined Kerry’s ProActive Health division. But he quickly saw a familiar pattern: groundbreaking science stuck in PowerPoint decks while trends cooled.

“I’m not the smartest guy in the room, and if I am, I’m in the wrong room,” Bradley says. “What I’m good at is getting real products into real carts, fast. That’s not what most big companies do.”

So he left. And instead of building another niche brand, he founded Step Change Innovations , a company designed to reinvent how cutting-edge science reaches the grocery aisle

Step Change: Science, Speed, and Private Label

Bradley built Step Change on one core belief: grocery aisles, not hospitals, are the frontline of everyday health. And private label is the fastest way to deliver it.

Here’s the reality:

Big CPG moves too slow and often waters down efficacious doses.
Emerging brands move too fast but lack the supply chain and margin structure to scale.

Step Change bridges that gap. Partnering with ingredient leaders like ADM, Kyowa Hakko, and Campina, the company creates doctor-formulated, clinically backed products under its control brands:

Wellwerks™ (functional foods and beverages)
Nüwerks™ (premium nutraceuticals)

Retailers can pilot these products under control brands, measure real-world velocity and repeat purchase, and when proven, convert them into exclusive store brands.

“Big CPG can’t innovate fast enough. Most emerging brands can’t deliver at scale,” Bradley says. “We take the best science in the world and make it work for grocery-faster, better, and more cost-effectively than anyone else.”

From the Bottom Rung to $2 Billion in Sales

Bradley didn’t enter wellness with a safety net or glossy founder story. He started at the bottom: cold-calling for a Cleveland biotech called Ganeden when “probiotics” was a word most people couldn’t pronounce. His first trade show was a disaster.

“Someone literally told me to go find a new job,” Bradley recalls.

Instead, he stuck it out. Over the next decade, he helped Ganeden take probiotics far beyond yogurt, into cereals, bars, chocolates, and beverages. By the time Kerry acquired Ganeden, Bradley had played a role in launching more than 2,000 SKUs across 500 applications, driving $2 billion in retail sales. What was once “impossible” became everyday grocery.

Control Brands: The New R&D Storefront

Control labels like Wellwerks and Nüwerks let retailers test new benefits, claims, and price points in-market without risking their core brand.

“You can test product-market fit in 6–9 months,” Bradley says. “When you convert, you’re scaling a proven winner, not making a bet.”

This model de-risks innovation, accelerates speed to shelf, and ensures functionality drives growth rather than imitation.

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

From Cold Calls to Category Captains: Joe Bradley on the Future of Private Label Wellness

The Shift in Private Label

For decades, private label meant “cheaper knockoffs.” But today’s retailers are rewriting the playbook.

Private label is a flagship brand. It’s how retailers win loyalty, margin, and differentiation.
Functionality drives growth. Efficacy and clinically proven health benefits, not just price, are the engines of trade-up.
Shoppers demand proof. Clean and organic are table stakes. Clinical validation, dose clarity, and convenient formats are what drive repeat purchases.

Gen Z and Millennials in particular are brand-agnostic. If the store brand works, they’ll switch in a heartbeat, giving smart retailers a generational advantage.

Where Private Label Wellness is Headed

Bradley sees the next 3–5 years as a tipping point:

Private label becomes category captain in wellness, much like it did with organic.
Innovation shifts to snacks, beverages, and supplements—formats where shoppers demand function daily.
Retailer partnerships tighten with shared data, faster timelines, and premix libraries to shorten the distance from science to shelf.

“Your most powerful brand is the one you own,” Bradley says. “Why rent the space to stagnant CPG and emerging brands that may die on the vine? Lead with function and credibility, test smart, and scale what works.”

The Cleveland Table

Step Change isn’t headquartered in a coastal hub. Bradley built it in Cleveland.

“Companies from all over the world fly in to sit at the table here,” he says. “We break bread, talk about the future of grocery and health, and figure out how to make it happen.”

That Midwest base keeps the company close to major ingredient partners and grounded in everyday shoppers, the ones who matter most.

Betting on the Future of Grocery

Bradley’s career has come full circle. From being laughed out of meetings to leading the next wave of grocery rooted in wellness, his bet is clear:

“Food as medicine won’t just be a talking point. It will be a shelf set. And private label won’t follow. It will lead. ”

If history is any guide, betting against him might just be the bigger risk.

Step Change Innovations’ Wellwerks Snack Bar Wins 2025 Store Brands Editors’ Pick

Thu, 25 Sep 2025 16:07:55 GMT

[Solon, OH, September 24, 2025] Step Change Innovations announces that its line of Wellwerks™ Sprouted Nut & Fruit Bars has been named a winner in the 2025 Store Brands Editors’ Picks Awards, recognizing excellence and leadership in private label innovation.

Step Change’s Winning Product

Product: Wellwerks Sprouted Nut & Fruit Snack Bars
Category: Functional Snacks
Differentiator: Infused with science-backed ingredients and formulated with clinically studied actives that support benefits such as mental well-being, immunity, focus, and muscle recovery
Context: Part of more than 100 private label and control SKUs developed by Step Change Innovations

The Wellwerks line is Step Change’s control brand program, allowing retailers to test functional foods in-market for 12 months before rolling proven winners into their own private labels. This model reduces risk, accelerates adoption, and ensures product credibility. More information on the full Wellwerks product line can be found at shopwellwerks.com.

Industry Perspective

“Retailers are seeing that today’s shoppers want more than clean labels and good value. They are looking for private label products that deliver true function, backed by credible science,” said Joe Bradley, CEO of Step Change Innovations. “That’s exactly where Wellwerks is positioned—bridging the gap between consumer demand for efficacy and retailer need for differentiation. By building functional foods with clinically supported ingredients, we’re helping private label lead the category rather than follow.”

About the Award

Each year, the Store Brands Editors’ Picks highlight the most innovative and consumer-centric products in private label, spanning categories from food and beverage to household essentials. The 2025 winners were selected for their originality, quality, and ability to meet evolving shopper demands. Collectively, they reflect a growing trend: private brands are no longer just alternatives to national brands. They are now leaders in product development, trendsetting, and differentiation. See the full list of this year’s winners here.

About Step Change Innovations

Step Change Innovations is a boutique innovation partner powering private brands with science-backed ingredients. We work at the intersection of science, retail, and product development—bringing functional foods, beverages, and supplements to market faster, smarter, and with less risk.

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Step Change Innovations’ Wellwerks™ Snack Bar Wins 2025 Store Brands Editors’ Pick

Growing National Presence

Wellwerks products are currently available in more than 120 retailers across the United States, with distribution continuing to expand. The portfolio includes functional snacks, beverages, and pantry staples, all developed to help retailers lead in wellness with speed and confidence.

[PODCAST] Chris Foltz on the Future of Health & Wellness in Retail

Thu, 18 Sep 2025 15:54:30 GMT

Step Change Innovations' Sr. Retail Director & Strategist Chris Foltz was recently featured on the Building Fortunes Radio Network show to discuss private label trends. Private label brands are no longer just about low prices, they’re quickly becoming a competitive advantage for retailers looking to differentiate through quality, transparency, and functional benefits.

Listen to the full episode here:

Chris Foltz and Private Label Trends on Step Change Innovations’ Radio Show with Peter Mingils

Here’s a quick look at some of the topics discussed in the episode:

Private Label Growth & Differentiation – How retailers are shifting from cost only strategies to science-backed, wellness-driven offerings that compete with national brands.
Health & Wellness Trends Driving Store Brands – The rise of functional ingredients, consumer demand for transparency, honesty, and how private labels can meet evolving shopper needs.
Independent Retailer Opportunities – How regional and local grocers can leverage private labels to compete with larger chains by creating high-quality, differentiated products.

About Chris Foltz

Chris Foltz serves as Senior Retail Director & Strategist at Step Change Innovations, bringing years of hands-on experience managing grocery chains and developing private label programs. His background in retail operations and strategy gives him a unique perspective on how private label can drive growth, improve margins, and meet shifting consumer expectations.

[Podcast] Chris Foltz on the Future of Health & Wellness in Retail

About Step Change Innovations

Step Change Innovations is an outsourced innovation engine specializing in functional foods, beverages, and private label programs. Our team partners with retailers and brands to bring clinically validated, doctor-formulated, and retail-tested products from concept to shelf faster and smarter. From Wellwerks functional pantry items to Nüwerks supplement programs, Step Change Innovations is leading the way in private label health and wellness.

IFT FIRST 2025 Recap: Trends and Innovations

Mon, 04 Aug 2025 14:29:16 GMT

By Devon Gholam, Ph.D., Vice President of Science and Innovation

As a food scientist, the annual Institute of Food Technologists meeting is like the Superbowl. It’s great to reconnect with industry friends from all over the globe and share the latest in food science and ingredients. And this year’s IFT FIRST was no exception. Here’s my take on current trends and new innovations after attending the 2025 show.

2. Upcycled innovations continue to gain traction.

Something old, something new—upcycled leads to cool ingredients, it’s true! As sustainability remains a hot topic in the food industry, new companies and technologies are emerging to create value and nutrition from production streams that otherwise wouldn’t be used in the food chain.

Two companies in particular drew my attention while exploring the Startup Pavilion.

1. First, Crush Dynamics uses fermentation to transform grape pomace (leftover from winemaking) into powerful multifunctional ingredients. The combination of fibers and polyphenols in their products allow for sugar reduction, flavor modulation, texture improvement, and shelf-life extension.

2. The other company I found highly interesting was Compound Foods. They have developed cocoa-free cocoa and bean-free coffee utilizing upcycled ingredients to provide sustainable solutions for volatile commodities. With the versatility across multiple applications, I’m very excited to see their products flourish and wondering what other innovation solutions they will come up with next.

Of course there were several other upcycled ingredients around the expo. Like Crush Dynamics, POM Wonderful’s Ingredients made from byproducts of pomegranate juicing have multiple uses for enhancing the flavor and nutritional profile of foods. Solnul® (distributed by Quadra Ingredients) showcased their fiber ingredient made from leftover water of potato processing, which is backed by multiple studies showing its prebiotic effects and impact on the gut microbiome. Both Solnul and POM Wonderful’s POMxL ingredient are upcycled certified by the Upcycled Food Association .

3. The line between functional foods and supplements is blurring.

It is apparent now more than ever the line between functional foods and supplements is not as distinct as it once was. I mean this metaphorically—there are clear regulatory distinctions between food and supplements. However, with the growing emphasis on food as medicine, consumers are turning to functional foods and not just supplements for active ingredients that provide additional health benefits beyond simple nutrition.

Last year I had the honor of talking about ashwagandha as a functional food ingredient during one of the educational sessions at IFT. This year, I was part of a fireside chat on menopause supplements. These sessions coupled with the increasing presence at IFT of companies marketing science-backed ingredients demonstrates a shift in the landscape when it comes to finished goods delivering on health and wellness.

As a formulator, it is important to me any products in which I have a hand meet people where they are at on their health and wellness journeys. We should make nutrition and wellness accessible to all through whatever works best for consumers, whether that’s adding something new to a bar or beverage, injecting health benefits into seasoning for snacks, or redefining supplements through new applications.

1. Protein is everywhere.

Between GLP-1 trends and protein-packed EVERYTHING in the supermarket (pasta, snacks, even salad dressing and popcorn)—it is clear protein is enjoying its moment in the spotlight for both formulators and consumers.

I went to Chicago this year fully expecting to see protein on display everywhere and I wasn’t disappointed. From the tried-and-true dairy proteins to the expansion of plant protein innovation, especially as it relates to taste and solubility, this important macronutrient was all over the show floor.

What really caught my eye was the number of protein beverage samples being shown. Whether dairy-based, vegan, or formulated with collagen, functional beverages have taken on a life of their own.

When I first started attending IFT shows over 20 years ago (gasp!), meat substitutes were the most popular plant-based protein format. It’s been such a treat to see how plant protein has evolved over the last couple decades with uses across a wide variety of applications. Whereas pea protein was once novel, it is now much more mainstream, with rice and fava bean protein also picking up speed.

Click to Learn More: Mintel Article on US Protein Trends

Were you at IFT this year? What was your highlight of the show? What has you excited about what’s coming next in functional foods and supplements? Drop me a line and let me know!

Attending SupplySide Global?

Learn more from Devon during the panel discussion on how science-backed ingredients bridge the gap between foods and nutraceuticals.

SupplySide Global Schedule >

IFT First 2025 Recap: Trend and Innovations

What Does It Take for an Ingredient to Be Legally Sold in the U.S.?

Tue, 29 Jul 2025 17:52:39 GMT

What Does It take for an Ingredient to Be Legally Sold in the U.S.?

By Dr. David Keller, Chief Science and Regulatory Officer

Selling ingredients into the U.S. food and dietary supplement markets requires a clear understanding of FDA compliance pathways like GRAS, NDI, and ODI. Whether you’re launching a novel ingredient or reformulating an existing product, here’s what you need to know about FDA regulatory pathways today—and how they may evolve in the future.

Quick Answer:
To legally sell a food ingredient in the U.S., it must be a GRAS (Generally Recognized Asas Safe) substance. This starts with being Self-Affirmed with the option to submit to the FDA. For dietary supplements, ingredients must qualify as ODIs, NDIs, or be NDI-exempt if already sold in food. Self-GRAS is currently under regulatory scrutiny, but remains a valid pathway today.

How do you prove something is GRAS?

Through science, safety data, and expert consensus.

Most GRAS determinations are based on two key evaluations:

NOAEL (No Observed Adverse Effect Level)
Derived from 90-day toxicology feeding studies, often in animals, that look at histopathology across major organs.
EDI (Estimated Daily Intake)
A calculated estimate of how much of the ingredient people might consume daily from all food sources. This uses national consumption data from NHANES (National Health and Nutrition Examination Survey).

To be GRAS, your EDI must stay well below your NOAEL.

What about GRAS grandfathering?

Yes, it exists—but it’s rarely used.

Ingredients used in food before January 1, 1958 may qualify for a “Grandfathered GRAS” exemption. But proving historical use at commercial scale with matching specifications is difficult, and documentation is often insufficient.

What makes an ingredient legal in dietary supplements?

Different rules apply to supplements. A dietary ingredient must be one of the following:

An ODI (Old Dietary Ingredient)
A New Dietary Ingredient (NDI) with a proper premarket FDA notification
Or NDI-exempt (if already legally sold in food—see next section)

What’s an ODI?

An Old Dietary Ingredient (ODI) is one that was sold in the U.S. before October 15, 1994, the date DSHEA (Dietary Supplement Health and Education Act) was enacted.

If you can prove the ingredient was in commerce in the same form and specifications before that date—it’s legal to sell in supplements.

What’s an NDI?

A New Dietary Ingredient (NDI) is any dietary ingredient that wasn’t sold in the U.S. before 1994.

To legally market an NDI in supplements, you must:

Submit a premarket NDI notification to the FDA
Wait at least 75 days before introducing the product into commerce

What is the NDI exemption?

There’s a valuable loophole: if the ingredient is already sold in food and hasn’t been chemically altered, it may be exempt from NDI notification.

To qualify for this exemption:

The ingredient must be GRAS
It must be sold in a conventional food product (with a Nutrition Facts Panel)
It must not be chemically modified from its food form

Important : Just having GRAS status isn’t enough. It must also be actively sold in food to qualify for the exemption.

Want to sell an ingredient in food? It must be GRAS.

To legally sell an ingredient in conventional food in the U.S., it must be GRAS—Generally Recognized as Safe.

This means that qualified experts would agree the ingredient is safe to consume under its intended conditions of use. It’s the legal foundation under sections 201(s) and 409 of the Federal Food, Drug, and Cosmetic Act (FD&C Act).

Is the GRAS pathway at risk?

Possibly—but not yet.

Recent headlines have spotlighted how the current presidential administration and regulatory advocates are scrutinizing the GRAS process. Critics argue that self-determined GRAS notifications may lack adequate FDA oversight.

That said, any changes to the GRAS pathway would require:

Formal rulemaking or legislation
Public comment and industry response
Extended implementation timelines

Translation: GRAS remains a legal and viable pathway today, and likely will for the foreseeable future. But smart brands should stay informed and plan ahead.

Why does this matter?

If you're launching a new ingredient or entering the U.S. market, a clear regulatory strategy is essential.

Understanding GRAS, NDI, and ODI pathways can help you:

Avoid costly delays or compliance risks
Position your ingredient correctly for food or supplement use
Future-proof your regulatory investments

At Step Change Innovations, we help ingredient suppliers, CPG brands, and contract manufacturers navigate these pathways with confidence.

Final Thoughts

Navigating U.S. food and supplement regulations isn’t optional—it’s foundational.

Whether you’re submitting a GRAS dossier, preparing an NDI notification, or verifying ODI/ NDI exempt status, compliance builds trust, unlocks scale, and protects your business.

At Step Change Innovations, we help ingredient companies unlock global markets, avoid costly missteps, and lay the foundation for long-term growth.

Curious if your ingredient meets today’s requirements—or if it's ready for what’s next? We’d love to help.

Frequently Asked Questions (FAQ)

What does GRAS mean for food ingredients?
GRAS stands for Generally Recognized as Safe. It means experts agree an ingredient is safe for its intended use in food, based on scientific evidence.

Is GRAS the same as FDA approval?
No. GRAS is a separate pathway. It does not require FDA premarket approval like food additives—but it must be backed by robust safety data and expert consensus. There is no true FDA approval today for GRAS- rather they review how you came to your conclusion and if they have any questions on that.

Can a GRAS ingredient be used in supplements?
Not automatically. To be used in supplements without an NDI notification, the GRAS ingredient also must be sold in conventional food (with a Nutrition Facts Panel) and not be chemically altered.

Is the GRAS system changing?
Possibly. The FDA and other regulators have signaled interest in reforming GRAS rules, but no changes have been implemented yet. Any updates will take time.

Key Terms You Should Know

GRAS : Generally Recognized as Safe – a legal FDA status for food ingredients based on expert consensus and scientific review.
NOAEL : No Observed Adverse Effect Level – the highest dose in studies that show no harm.
EDI : Estimated Daily Intake – how much of an ingredient people are likely to consume from all sources.
ODI : Old Dietary Ingredient – a supplement ingredient sold before October 15, 1994.
NDI : New Dietary Ingredient – a supplement ingredient introduced after 1994 that requires FDA notification.
NDI Exempt : A GRAS ingredient used in food and unaltered chemically, making it exempt from premarket NDI notification.

Top 5 Functional Ingredient Trends

Tue, 22 Jul 2025 18:00:48 GMT

Top 5 Functional Ingredient Trends for 2025:
What Brands Need to Know

With wellness evolving rapidly, staying ahead of supplement and ingredient trends is more important than ever. Whether you're a brand formulating your next product or a contract manufacturer navigating innovation, understanding where the market is headed is key.

We sat down with Devon Gholam, Ph.D., Vice President of Science and Innovation at Step Change Innovations, to talk with her about the top trends.

Here are Devon's top five functional ingredient trends shaping the health and wellness space in 2025, and how smart brands can respond.

2. Protein—Beyond Fitness

Protein continues to be a core player in active nutrition—but it’s now crossing into mainstream wellness. From functional protein-packed snacks and bars to functional beverages, consumers are prioritizing protein for more than muscle.

Gholam connects this surge with the broader GLP-1 conversation: “People focused on weight management—whether or not they’re using GLP-1s—are paying attention to protein (and protein for satiety). It’s not just about how much you get, but how your body uses it.”

She predicts a rise in ingredients that optimize protein absorption and utilization, including probiotics, digestive enzymes, and postbiotics.

Explore this probiotic protein launch supported by Step Change Innovations.

3. Women’s Health Gets Specific

Women’s health is finally getting the attention it deserves—and brands are responding with precision. While prenatal and post-menopause products are well established, the new wave includes targeted solutions for perimenopause, PMS, and even mental wellness.

“Ayurvedic herbs and adaptogens like ashwagandha and shatavari, as well as saffron, fenugreek, and shilajit, are showing great promise for women,” notes Gholam. “Many ingredients once associated with men’s health are being studied for female benefits too.”

Expect more blends focused on hormone balance, mood support, energy, and inflammation—designed specifically for each phase of a woman’s life

Read Dr. Devon’s feature on women’s health in SupplySide Magazine.

4. Longevity & Cellular Health

The conversation around aging has shifted—from reactive to proactive. Today’s consumers aren’t just trying to age well—they’re trying to live better, longer. That means starting now with healthy aging formulas and longevity supplements that feature ingredients to support healthy aging from the inside out.

According to Gholam, this trend spans antioxidants, NAD+ ingredients and boosters, mitochondrial support, and adaptogens. It also intersects with the rise in biohacking and personalized health and nutrition.

[Read More] The Rise of 'Geroprotective Supplements' for Healthspan and Longevity.

5. Gut Microbiome & the Gut-Brain Axis

Gut health is no longer just about digestion—it’s about whole-body wellness. The market has expanded beyond probiotics to include prebiotics for things like mental wellness, postbiotics for things like immunity, and microbiome-modulating botanicals and support ingredients.

Gholam emphasizes the connection between gut and brain: “Gut-brain axis supplements are a fast-growing area. Brands are formulating with ingredients that impact cognition, mood, and stress—starting in the gut.”

Emerging research on psychobiotics and mood-supportive strains is helping to drive new formulations that support mental clarity, calm, and focus.

See how we helped formulate this immune-support product using a clinically studied postbiotic.

What These Trends Means for Product Developers

Science-backed ingredients are at the heart of Step Change Innovations. Our team helps brands bring wellness-forward products to market—faster and more strategically.

We maintain a live Ingredient Library with the latest science, sourcing, and formulation insights to support your next product launch.

Need guidance on what to include in your next formulation? Let’s talk. Dr. Gholam and the Step Change team are ready to help you stand out with trend-driven, evidence-based ingredients.

Submit your ingredient for inclusion in our Ingredient Library.

Science-Backed Ingredient Trend FAQs

What ingredients support GLP-1 activity or users of GLP-1 drugs?
While no ingredient mimics GLP-1 drugs, fiber, protein, and metabolic-supportive botanicals may support satiety and glucose metabolism.

What are trending ingredients for women’s health ?
Ashwagandha, shatavari, saffron, shilajit, and fenugreek are gaining traction for hormone balance, mood, and energy.

What ingredients support longevity and aging well?
NAD+ precursors, CoQ10, astaxanthin, and adaptogen

1. GLP-1 Inspired Ingredients & Supportive Formulas

GLP-1 is dominating headlines in the supplement space thanks to the popularity of drugs like Ozempic and Wegovy. GLP-1, short for glucagon-like-peptide-1, is a hormone that promotes insulin secretion and reduces appetite—but it’s most commonly associated with GLP-1 receptor agonists used for weight loss and type 2 diabetes.

“It’s important to be clear on how ingredients play within the GLP-1 trend,” says Gholam. “That might mean supporting natural GLP-1 levels or helping people who are taking GLP-1 drugs.”

Are there any GLP-1 ingredient alternatives? While no supplement ingredient mimics the exact mechanism of GLP-1 agonists, brands are formulating with fiber, protein, and metabolic-supportive botanicals to complement satiety and glucose control.

[Watch Now] SupplySide Webinar: The Ethics of GLP-1 Marketing, Featuring Devon Gholam, Ph.D.

HOW SALES IS A LOT LIKE BASEBALL

Fri, 01 Nov 2024 16:24:23 GMT

How Sales is a Lot Like Baseball

Author: Joseph Bradley

A RETAIL GAP RIPE FOR THE PICKING

Fri, 01 Nov 2024 16:24:23 GMT

A Retail Gap Ripe for the Picking

Author: Chris Foltz

COMMAND A PREMIUM PRICE THROUGH EFFECTIVE STORY TELLING

Fri, 01 Nov 2024 16:24:23 GMT

Command a Premium Price Through Effective Story Telling

Author: Devon Gholam, PhD

When price objections arise, it’s often because the full value of the ingredient isn’t clear. By crafting a narrative around safety, science, sustainability, and a compelling story, you’re selling more than just an ingredient—you’re selling trust and peace of mind.

step-change

Clean Is Table Stakes. Shoppers Want Products That Actually Work.

The Wellness Industry Has a Clean Problem

Why Clean Alone Does Not Build Loyalty

Commoditization

Margin Pressure

Stalled Innovation

What Winning Looks Like in 2026

Clean Formulation

Functional Ingredients

Real-World Validation

Speed to Shelf

The Rise of Functional, Science-Backed Products

Why Speed Matters in Functional Innovation

Media Contact: Step Change Innovations Caden Glodde

Marketing@stepchangego.com www.StepChangeGo.com

Clean Is Table Stakes. Shoppers Want Products That Actually Work.

The Retail Opportunity: Function and Exclusivity

The New Question Retailers Should Be Asking

Final Takeaway

Private Brands Aren’t Chasing National Brands Anymore. They’re Beating Them.

Why Private Brands Are Winning Now

1. Speed Beats Brand Storytelling

2. Retail Trust Is Compounding

3. Functional Innovation Requires Integration

The Quiet Shift No One’s Talking About

The Old Narrative Is Broken

What Makes a Successful Private Brand Strategy for Grocery Retailers?

Media Contact: Step Change Innovations Caden Glodde

Marketing@stepchangego.com www.StepChangeGo.com

Private Brands Aren’t Chasing National Brands Anymore. They’re Beating Them.

How Retailers Are Using Private Brands to Drive Growth in 2025

How Retailers Can Launch Private Brand Products Faster

The Next Step

Why Private Brands Are Winning in Functional Foods and Wellness

What the 3.3% Growth Signal Means for Retailers and Ingredient Partners

The Bottom Line

2026 Wellness Trends to Watch: From Science-Backed Function to Scaled Innovation

Trend 2: Control Brands Become the New Innovation Engine

Trend 3: Ingredient Credibility Moves to the Front of the Shelf

Trend 1: Functional Over Lifestyle Claims

Trend 5: Generative AI Meets Wellness Innovation

Media Contact: Step Change Innovations Caden Glodde

Marketing@stepchangego.com www.StepChangeGo.com

2026 Wellness Trends to Watch: From Science-Backed Function to Scaled Innovation

Trend 4: Speed to Market Becomes a Competitive Advantage

What This Means for Brands, Retailers, and Ingredient Partners

The Step Change Perspective

The Choice We Leave Them

A Story About a Little Girl — And Every Child After Her

Consumers Are Changing. Brands Must Too.

The Problem No One Wants to Talk About

Why This Film Matters to Retailers, Buyers, and Founders

Media Contact: Step Change Innovations Caden Glodde

Marketing@stepchangego.com www.StepChangeGo.com

Why the Next Generation Depends on the Decisions We Make Today

Where Step Change Fits Into This Moment

A Better Future Is Built One Choice at a Time

The AI Shift in SEO: What It Means for Wellness Innovation and Retail

From Content Volume to Content Credibility

Trend Velocity in the AI Era

The Great Search Reset

The Power of a Strategic Innovation Partner

Media Contact: Step Change Innovations Caden Glodde

Marketing@stepchangego.com www.StepChangeGo.com

The AI Shift in SEO: What It Means for Wellness Innovation and Retail

Why Speed and Science Now Collide

What Industry Leaders Should Do Now

Quit Waiting. Start Leading: Why Category Managers Need to Rethink Private Label in 2025

The Retail Reality: Shelf Space Isn’t Coming Back

The Shift: From Follower to First-Mover

Why Margins Follow Innovation

The Problem With Playing It Safe

The Power of a Strategic Innovation Partner

Media Contact: Step Change Innovations Caden Glodde

Marketing@stepchangego.com www.StepChangeGo.com

Quit Waiting. Start Leading: Why Category Managers Need to Rethink Private Label in 2025

﻿

The New Private Label Playbook

How Step Change Helps Retailers Lead

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com

Media Contact:
Step Change Innovations
Caden Glodde

Marketing@stepchangego.com
www.StepChangeGo.com