Brand in action: How BuffX turned candy into its X factor

BuffX, a functional food brand with funky packaging, has achieved rapid e-commerce success with nutritional gummies that target strong consumer need for good sleep and energy, founder Kang Le tells WARC.

Key insights

• BuffX aims to own the niche category of nutritional gummies and turn supplement-taking into something cool and fun.
• Wanting to educate consumers is entrepreneurial arrogance; BuffX wants to discover, not invent demand, for unmet needs.
• For younger consumers, packaging is important because it differentiates premium goods from those that are basic.

Key quote

“From our past experience in managing e-commerce stores, the key indicator of success is not the size of our GMV but whether we can get organic traffic from keywords such as ‘sleep’ and ‘sleep gummies’” – Kang Le, founder of BuffX.