Welcome back to another episode of The Curious Consumer! Today we’re joined by the incredible Jenna Goldring, co-founder of The High Confectionary, to talk about navigating the complex world of hemp-derived THC, building low-dose edibles for a new generation of consumers, and breaking cannabis stigmas through creator collaborations.
We also dive into PepsiCo’s big bet on fiber and protein, the rise of squeeze bottle innovation, and why 72% of American households are now buying groceries at Walmart. Let’s get into it!
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They interviewed 1,200+ shoppers and the findings are wild — 71% of impulse purchases now happen on mobile, and brands are massively over-discounting (50% of shoppers only need 25% off to convert, yet brands are bleeding margin at 40-50%). The report breaks down how top brands like Reformation, Gymshark, and Cymbiotika are using AI to get ahead — plus plug-and-play workflows you can steal. Worth a read if you’re in eComm.
The Breakdown
00:00 Interview with co-founder of The High Confectionary
02:33 Hemp vs Cannabis 101
05:06 The legal challenges of THC
09:16 Building an edibles brand during a THC beverage frenzy
15:40 The High Confectionary x Broma Bakery product launch
18:56 News of the week kickoff
22:19 Pepsi's bet on Fiber AND Protein
31:03 Tahini in a squeeze bottle
33:17 Food tech that's changing the snack game
36:58 Babybel Pro
38:59 The iced tea comeback story
42:27 Walmart’s grocery dominance
46:51 Expo West update
47:36 Conclusion
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