You might not have a Coca-Cola-sized budget, but you’ve got something the giants don’t — agility, personality, and grit. Here’s how to use them to your advantage.
David vs. Goliath, CPG Edition
There’s a certain magic in seeing a small brand take on an industry giant — and win. It’s not just about shelf space; it’s about shifting the conversation in a category where the big players have been calling the shots for decades. I’ve been in this industry long enough to see it happen over and over again, and it never gets old.
One of my favorite examples was a little-known snack brand that managed to steal market share from a global name simply by showing up differently. They didn’t have the budget for national TV ads or massive trade promotions. Instead, they focused on hyper-targeted local marketing, built authentic relationships with retailers, and told a brand story that actually made shoppers stop in the aisle.
That’s the kind of energy small brands can bring to the CPG space — and it’s exactly why I started Come Sell or High Water in the first place. Competing with giants isn’t just possible; it’s one of the most exciting challenges you can take on.
The Agility Advantage
Big brands are like cruise ships: powerful but slow to turn. Small brands are speedboats — able to pivot quickly when the market shifts. In CPG, agility can be your secret weapon.
When a major beverage company takes 18 months to launch a new flavor, a small brand can do it in a fraction of the time. If a seasonal trend pops up — say, pumpkin spice in September or functional mushrooms in wellness drinks — you can jump in while the demand is still hot.
The Repsly field sales insights point out that smaller CPG teams often outpace big competitors simply because they can respond to trends and retailer requests without layers of corporate approvals. That speed can turn into sales before the giants even notice.
Case in Point: I worked with a refrigerated dip company that spotted a viral TikTok recipe using one of their ingredients. Within two weeks, they had an in-store display tied to the trend, complete with QR codes linking to the recipe. Their sales doubled that month — and none of their larger competitors reacted until the moment had passed.
Owning Your Story
The giants may dominate the ad spend, but small brands can own authenticity. Shoppers are increasingly drawn to brands with a purpose, a face, and a story they can connect with.
A small ice cream company I advised leaned into its founder’s immigrant background, using packaging and point-of-sale materials to share her journey. Retailers loved it because it made the product stand out, and consumers connected because it felt personal and real.
According to Tastewise’s CPG growth analysis, brands that tie their products to authentic stories see significantly higher engagement and loyalty than those relying solely on price or promotions. This is where you can outshine the giants — they often struggle to create real emotional connection.
If you want to see how we help brands craft stories that resonate with both buyers and shoppers, you can learn more on our About page.
Playing the Channels the Giants Ignore
Large CPG brands tend to focus on major national retailers because that’s where they can move the most volume. But for small brands, starting in niche or overlooked channels can be a smart move.
Think independent grocers, natural food stores, specialty retailers, and even non-traditional outlets like gyms or cafés. These spaces often give you better margins, more control over merchandising, and a chance to build your brand without competing directly against the heavyweights from day one.
I once worked with a premium nut butter brand that bypassed the crowded big-box shelves in favor of yoga studios, boutique cafés, and high-end grocery chains in urban neighborhoods. By the time the major retailers noticed them, they already had a loyal following and strong sell-through data.
Partnering Like a Pro
Relationships matter in CPG more than most founders realize. While big brands have established broker networks and deep trade budgets, small brands can level the playing field by building genuine connections with retail buyers, store managers, and distributor reps.
Show up at category reviews prepared. Follow up after meetings with relevant updates. Celebrate wins together — even if it’s just an email highlighting a successful in-store demo. These actions might seem small, but they add up to long-term trust.
I’ve seen buyers take a chance on a small brand simply because they knew the founder would follow through on every promise. That’s a level of reliability money can’t buy.
Innovation Over Imitation
It’s tempting to copy what the category leader is doing, but the real wins come from innovation. This doesn’t always mean reinventing the wheel — sometimes it’s as simple as offering a better flavor profile, a cleaner ingredient list, or a more sustainable package.
One small beverage brand decided to go aluminum-only for environmental reasons at a time when the giants were still using plastic. Not only did it resonate with eco-conscious shoppers, but it also won them features in several sustainability-focused media outlets. The resulting publicity was worth far more than a paid campaign.
Being the Face of Your Brand
One of the biggest advantages small brands have is the ability to put a real human face to the product. Attend store events, hand out samples, and talk to shoppers directly. When the founder is involved, it sends a powerful message that you stand behind your product.
During my time with an emerging snack brand, we noticed that in-store demos performed twice as well when the founder was present. Shoppers loved hearing the origin story directly from the person who created the product.
Thinking Long Game While Winning Short-Term
Competing with giants means balancing the hustle of daily sales with the patience to build a brand over years. The giants have staying power, so your goal isn’t to beat them overnight — it’s to win enough loyal customers and reliable retail partners to keep growing steadily.
Start by dominating the spaces you can control: your core channels, your brand story, and your direct customer relationships. Over time, that strong foundation will allow you to push into bigger opportunities without losing what made you different in the first place.
Final Thoughts: The Underdog’s Edge
The giants will always have bigger budgets, deeper resources, and more market share — but they’ll never have your combination of speed, authenticity, and connection. Those are the qualities that win in today’s CPG landscape.
Your job as a small brand isn’t to outspend them — it’s to outthink them, outmaneuver them, and outconnect them. That’s how you go from being an underdog to being a category leader in your own right.
If you’re ready to figure out your path to punching above your weight, we can help you map the strategies that will make your brand stand out and stay strong.