The Future of CPG: Why Collectibility and Clean Ingredients are Winning

In this episode of The GaryVee Audio Experience, Gary Vaynerchuk discusses the launch of his new CPG brand, Very Lucky—better-for-you fruit snack gummies—highlighting its dual innovation: extreme clean ingredients and collectible sticker packs. Drawing from 15 years of brand-building experience through VaynerMedia, Empathy Wines, and the VeeFriends universe, Gary explains how the convergence of his wife Mona’s health advocacy, his vision for collectible-driven CPG, and the growing demand for transparency in food products led to this new venture. He emphasizes a go-to-market strategy rooted in organic social media, live shopping (especially on TikTok Shop and eBay Live), and influencer-driven word-of-mouth, leveraging his personal brand as both a differentiator and a safety net. Gary also shares his philosophy on 'micro-quitting'—the courage to pivot when a product or idea isn’t working—while advocating for humility, self-awareness, and human connection as key tools for small brands to stand out at major trade shows like Expo West. The episode closes with reflections on partnership dynamics, the importance of domain expertise, and the belief that clean, collectible, and emotionally engaging CPG products are poised to redefine the industry.