How Heyday is building a “next generation”, digital-first CPG company

Elana Morris

Heyday is seeking to build the “next generation” of consumer-packaged goods (CPG) firm by building a portfolio of digitally-native brands that flourish on Amazon’s e-commerce platform.

Heyday is a digital-first business with an ambitious goal: namely, to epitomize "the next generation" of brand owners in the consumer packaged goods (CPG) industry.

In pursuit of that objective, the San Francisco-based enterprise has a distinct business model that is premised on acquiring, incubating and curating young brands that are primarily distributed through online channels – and, especially, via Amazon’s ecommerce platform.

“Our vision is that we’re building a company with Amazon as its center,” Reema Batta, Heyday’s chief marketing officer, told WARC in an interview.

Elaborating on this point, Batta added that she sees Amazon as a kind...

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