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@ecommcowboy

DTC’s daily show - Hosted by @chrislukehall x @colindougherty. Live weekdays 12pm (CST). Sign up for consumer news at newsletter.ecommcowboy.com.
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Ecomm Cowboy Verified account @ecommcowboy
TODAY’S SHOW //11.10.26

>@TJ_Bongiorno (The Outgoing Co.)
> @josh_cohen1 (Pinpoint)
> Ian Fleming (@vulcanpest)

Storylines:

+ TikTok Shop Launched Its Own Prime

TikTok Shop Plus is live: $9.99 a month after a 30-day trial, piloted with 1M+ of its top US shoppers, per Modern Retail. Free shipping, an extra 10% off select products, instant refunds, and exclusive coupons for its BFCM push starting Wednesday. It undercuts Prime at $14.99 and Walmart+ at $12.95. TikTok solved discovery years ago. This is them buying the repeat purchase.

+ Amazon’s Temu Clone Invades the Main Search Bar

Per Amazon, Haul products now show up in regular Amazon search results: 10M+ items, mostly under $10, with $0.11 deals today and tomorrow. The quarantine is over. The ultra-cheap storefront now competes directly against full-price listings on the same results page. If you sell on Amazon, your new competitor is Amazon’s own race to the bottom.

+ Poppi’s Founders Launch Jetty, Aimed at Gatorade

Allison and Stephen Ellsworth launched Jetty Monday: everyday hydration “for the normal human,” five flavors, $2.49 bottles plus powders, in Whole Foods nationwide and on @Target and @amazon. Self-funded with $2.5M after their $1.95B Poppi exit. The target is Gatorade, owned by PepsiCo, the company that bought Poppi and marked their earnout down to nothing. Hydration grew 20% to $2.6B last year.

Two live interviews + Greatest Hits Vol. 13

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Ecomm Cowboy Verified account @ecommcowboy
The Poppi founders just launched their next brand: Jetty.

A women centric, lower sodium and sugar answer to Gatorade and Liquid IV.

@TJ_Bongiorno says, "Everyone going with the same direction, they're trying to Zoomer it. They just went full millennial nostalgic."

"It's growing on me whether I like it or not."

Distribution came fast too: "They're in Whole Foods right away."

When every brand designs for Gen Z, nostalgia is how you stand out on the shelf.
2:14
CPG WIRE Verified account @cpgwire 2d
After selling Poppi for $1.95B last year, Allison & Stephen Ellsworth are back in the beverage biz with Jetty.

Like Poppi, Jetty is reimagining a massive category for modern consumers. The company's products are designed for real everyday life and come in two convenient formats: RTD bottles and ready-to-mix powders.

Made without artificial colors, dyes, or sweeteners, Jetty delivers 100mg of sodium, 310mg of potassium, and 100mg of magnesium per serving. The product also features B vitamins, prebiotics, 6g of sugar, and only 45 calories per bottle.

Jetty is available via Amazon, Target, and Whole Foods Market.
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