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14 July 2021
Brand in action: How BuffX turned candy into its X factor
Category disruptionE-commerce & mobile retailDirect to consumer
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.
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.
“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.