The Future of CPG: Why Collectibility and Clean Ingredients Are Winning

Gary Vaynerchuk’s new Very Lucky gummies blend two powerful trends—ultra‑clean nutrition and collectible marketing. The fruit‑snack gummies contain only natural ingredients, meeting the exacting standards of health‑focused consumers, while each package includes a limited‑edition sticker that can fetch high resale prices on secondary markets. By positioning the product as the cleanest option on shelves, the brand taps into a growing demand for transparent, chemical‑free foods, creating a differentiated niche among the roughly 75,000 snack products competing for attention at Expo West.

The launch strategy leans heavily on live‑shopping platforms and TikTok Shop, leveraging Gary’s expertise in short‑form video, GEO and AEO search optimization, and influencer partnerships. Rather than pursuing traditional retail distribution, the brand aims to dominate algorithmic feeds, appear first in ChatGPT‑style queries for "cleanest kids snack," and drive impulse purchases through real‑time engagement. This approach reflects a broader shift toward direct‑to‑consumer experiences, where organic social content fuels paid amplification, and micro‑quitting—quickly abandoning non‑performing ideas—keeps the product pipeline agile and responsive.

Beyond the gummies, the conversation highlights how collectibles can reshape consumer behavior in the CPG sector. Stickers, akin to vintage Cracker Jack toys, create a gamified purchase loop that encourages repeat buying and community sharing. Gary stresses that small brands can win without massive budgets by focusing on human connection, humility, and creative booth experiences at events like Expo West. The partnership with his wife Mona, a clean‑living authority, exemplifies a divide‑and‑conquer model where marketing and product formulation each receive dedicated expertise, setting a blueprint for future ventures in the VFriends universe.