Like most industries, even the Consumer Packaged Goods (CPG) industry has been hit by the shorter shelf life affliction. It used to be that large companies brought out brands which would stay on top for years, maybe decades. Yet business research by Gallup proves that Americans now view big corporations are non-trustworthy. Millennials on the other hand have greater trust on newer companies like Uber and Netflix due to increased transparency. Thus a substantial proportion of hits in the CPG segment are originating from non-top 100 companies. It is now imperative e for brands to scale up quickly, else the market can get eroded. The opposite is also true as proven in the case of Noosa Yogurt from Australia which in just few years was valued at US$ 50 million. Source: https://hbr.org/2016/07/why-new-consumer-brands-must-scale-faster