The Mass Market Chasm: Why 'Purpose' Will Eventually Kill Your Brand

Let’s talk about a pattern I’ve seen play out time and time again. It’s the silent killer of early-stage food and beverage startups—especially the ones built around a strong founder vision.

It's also the predominant reason why 93% of Food & Beverage startups eventually fail.

It goes something like this:

A founder has a lightbulb moment—usually on a beach, a hike, or some far-flung café—around a “game-changing” drink or snack. Inspired, they get home, call a co-manufacturer, and whip up a rough MVP. It’s unpolished, but it’s real.

They share it with their tribe—other food & bev folks, health nuts, sustainability warriors, or fellow founders.

And what do they hear?

“This is amazing.”

“I’d buy this.”

“You’re onto something.”

Early adopters pile in. Shopify lights up. DMs from buyers come in. A few independents trial it. Then a supermarket chain gives them shelf space.

Fuelled by traction, they pitch to angels or VCs. And the investors love it too—“Big market, smart founder, great purpose.” Cheques are written. Valuations climb.

Next comes the brand agency. A shiny new look. Slick pitch decks. A go-to-market plan built around the founder’s original vision.

And it works. At first.

They land a corporate trial. Maybe two. The brand gets press. The founder is a regular on panels.

But then something starts to happen…

The numbers flatline.

New customers don’t show up like the early ones did. Supermarket sell-through stalls. The DTC channel peaks and plateaus. Buyers ghost them. The mass market isn’t responding.

And here’s the harsh truth:

The mass market doesn’t care about your vision.

They’re not buying your origin story. They don’t want to join your movement. They just want to know: Why this? Why now? Why you?

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

The Mass Market Chasm: Failing to Reach The Early Majority

Founders then make the classic mistake: they double down on what worked with early adopters. They throw money at marketing. New logo. Bigger booth at Expo West. Another influencer push. And when it still doesn’t move the needle?

They start burning through capital. Fast.

They panic. Teams churn. Retailers drop them. And eventually, the brand folds—not because the product wasn’t good, but because the business never built a bridge to the real market.

This is the chasm. And most never make it across.

Let’s name names: Juicero. Tio Gazpacho. Red’s All Natural. Nix & Kix. Ugly Drinks. All brilliant on paper. All had vision. All ran out of road.

So what’s the fix?

Stop marketing your vision—and start marketing your value.

The mass market buys based on relevance, trust, and proof—not passion. You need a commercial strategy that speaks their language, not yours.

At Cowan & Associates, we work with founders to make that shift. To turn vision into traction. To avoid the traps. And to build brands that scale, not just sparkle.

If you’re an early-stage F&B founder and this hits uncomfortably close to home — that means it’s time to talk.

Before the chasm swallows you whole.

#MakeBetterBusinessDecisions #BrandClarity #CowanAssociates