# #114 Driving Trial at Retail with Digital Rebates + Key Insights on Latest Natural Shopper Trends with Social Nature

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-11-14
- Length: 40m
- Episode: 91
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-11-14-114-driving-trial-at-retail-with-digital-rebates-key-insights-on-latest-natural
- Listen: https://share.transistor.fm/s/8648972c

## Summary

Annalea Krebs, founder and CEO of Social Nature, discusses the company's new digital rebate model and key trends in the natural shopper community. She explains how the platform leverages data from one million consumers to help brands drive retail trial through hyper-targeted offers and real-time redemption tracking. Krebs also highlights shifting consumer health goals, such as the move toward holistic wellness and plant-based attributes, and the importance of strategic distribution across both natural and conventional retailers.

## Outline

1. Introduction: Annalea Krebs and Social Nature's History
2. Holistic Health Trends: Mental Health, Sleep, and Cognitive Performance
3. Retail Distribution: Walmart, Target, and Natural Specialty Channels
4. Product Attributes: Organic, GMO-Free, and Plant-Based Priorities
5. Social Nature's B Corp Certification and Mission
6. The New Digital Rebate Model: Speed, Data, and Gen Z Appeal
7. Strategic Campaigns: Targeting, Surveys, and Post-Campaign Loyalty

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- Social Nature (company)
- Olipop (product)
- Primal Kitchen (product)
- GoPuff (company)
- NotCo (company)
- NotMilk (product)
- Haven's Kitchen (product)

## Related episodes from other shows

- [#034 - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)
- [#047 - RERUN - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-01-31-047-rerun-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)
- [Advice Line with Peter Rahal of RXBAR](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-10-advice-line-with-peter-rahal-of-rxbar) (How I Built This)
- [How I Built Resilience: Daniela Corrente of Reel](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-12-17-how-i-built-resilience-daniela-corrente-of-reel) (How I Built This)
- [Advice Line: New Offerings, Bigger Markets](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-05-14-advice-line-new-offerings-bigger-markets) (How I Built This)

## Citing this page

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