Usually when people think about a disruption, it comes with a negative connotation: the neighbors upstairs who sounds like they have a personal bowling alley, the fire alarm testing in the middle of the workday, or the road construction that takes a major roadway down to one lane. However, in the consumer packaged goods (CPG) space, a disruption can be the catalyst that creates the next iconic brand for a generation.
For Princeton, N.J., based Bai Brands, disruption is part of its DNA. “We innovate to disrupt,” says Ben Weiss, chief executive officer and founder of Bai Brands. “We believe being disruptive in a mature industry like beverages is critical to creating a competitive advantage.”