Food & Bev: A New Approach

The Internet changes all of that: now articles and videos are simply digital bits, easily created and easily transmitted anywhere on the globe, effectively for free. Physical goods still need to be made, but they can be sold to anyone by anyone, and shelf space has been replaced by the commoditized cardboard box.

The next Beyond Meat or RxBar may not gain a following by selling through traditional grocery. Instead, it's more likely than ever to go direct-to-consumers, via its own website.

Newer/smaller brands will start shifting more efforts to alternative ways of getting in front of new customers; samples bundled into food delivery boxes, “Spend $50 and get a free sample of [whatever new product]!” partnership type stuff.