{"id":11924,"date":"2026-02-25T00:00:00","date_gmt":"2026-02-25T05:00:00","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=11924"},"modified":"2026-02-25T00:00:00","modified_gmt":"2026-02-25T05:00:00","slug":"expanding-brands-from-direct-to-consumer-into-retail","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=11924","title":{"rendered":"Expanding Brands from Direct-to-Consumer into Retail"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div wp_automatic_readability=\"59.395437262357\"><!---- This is for embedded images that can be opened in a popup  windows -----><br \/>\n<!---- Begin imageModalBackground --->\n<link href=\"https:\/\/www.packagingstrategies.com\/ext\/resources\/css\/Image-Modals.css\" rel=\"stylesheet\"\/>\n<div id=\"imageModalBackground\" onclick=\"backgroundClick(event);\">\n<p>\u2715<\/p>\n<p><\/p>\n<\/div>\n<p><!-- End imageModalBackground. -->\n<link rel=\"stylesheet\" type=\"text\/css\" href=\"https:\/\/www.packagingstrategies.com\/ext\/resources\/css\/PS-articles.css\"\/>\n<style><![CDATA[<![CDATA[<![CDATA[<![CDATA[\n\t.pod {\n\t\twidth: 97%; background-color: #1C4974; border-radius: 25px; padding: 20px; display: flex; justify-content: center; align-items: center; margin: 0px auto;\n\t}\n\t\n\t.listenBtn {\n\t\ttext-align: center;\n\t}\n\t\/* unvisited link *\/\n\t\n\t.listenBtn a:link {\n\t\tcolor: #fff; padding: 7px 20px; background-color: #1C4974; border-radius: 25px; text-decoration: none; border: none; font-size: 21px; font-weight: bold; text-align: center; font-family: Helvetica, Verdana, sans-serif; -webkit-transition: all 0.5s ease; -moz-transition: all 0.5s ease; -o-transition: all 0.5s ease; -ms-transition: all 0.5s ease; transition: all 0.5s ease; box-shadow: 10px 10px 10px grey;\n\t}\n\t\/* visited link *\/\n\t\n\t.listenBtn a:visited {\n\t\tcolor: #fff; background-color: #1C4974;\n\t}\n\t\/* mouse over link *\/\n\t\n\t.listenBtn a:hover {\n\t\tcolor: #f4f5f6; background-color: #404144; border: none; padding: 8px 22px; font-size: 23px; -webkit-transition: all 0.5s ease; -moz-transition: all 0.5s ease; -o-transition: all 0.5s ease; -ms-transition: all 0.5s ease; transition: all 0.5s ease;\n\t}\n\t\/* selected link *\/\n\t\n\t.listenBtn a:active {\n\t\tcolor: #fff; background-color: #1C4974;\n\t}\n\n]]]]]]]]><![CDATA[><![CDATA[><![CDATA[>]]]]]]><![CDATA[><![CDATA[>]]]]><![CDATA[>]]><\/style>\n<div wp_automatic_readability=\"12.143939393939\">\n<!--- Wrap to keep above first ad ---><\/p>\n<figure class=\"cap right\" wp_automatic_readability=\"1\">\n<img decoding=\"async\" src=\"https:\/\/www.packagingstrategies.com\/ext\/resources\/podcasts\/Packaging-Perspectives\/2026\/Dan-Gladden--356x439.jpg\" alt=\"Dan Gladden black and white headshot 356x439\" class=\"modalImage\" onclick=\"showImageModal(this.src), showCaption('caption1');\"\/><figcaption wp_automatic_readability=\"2\">\n<p><span id=\"caption1\">Dan Gladden <em>Image courtesy of Interact Brands<\/em><\/span><\/p>\n<\/figcaption><\/figure>\n<p>Interact Brands recently collaborated with sports protein bar company BUILT on a brand redesign\u2014a project that earned Interact Brands the Top Prize in the 2025 <a href=\"https:\/\/www.packagingstrategies.com\/articles\/106171-top-foxs-pumpkin-seeds-stand-out-in-stores-with-revamped-packaging\">Designalytics Effectiveness Awards<\/a>.<\/p>\n<p>Interact Brands was recognized for helping BUILT\u2014originally launched as a direct-to-consumer brand\u2014expand into retail. Dan Gladden, Executive Creative Director at Interact Brands, gave us a behind-the-scenes look at this successful transition.<\/p>\n<\/div>\n<p><!--- end wrap ---><\/p>\n<p>BUILT developed what Gladden described as a \u201ccult following\u201d online as a DTC brand, but the move to retail required a different approach.<\/p>\n<p>\u201cThe issue and really the challenge in hand when coming to interact was in a category that is pretty saturated, right? Protein, sports, nutrition\u2014the bar aisle itself,\u201d Gladden said. \u201cWe had to take a step back and really embed what makes BUILT different than anyone else in that category. What do they stand for? And how do we clearly communicate that to new consumers?\u201d<\/p>\n<p>Gladden added: \u201cThe big thing that set BUILT apart from all the other kind of protein-forward bars out there was the puff experience\u2014that lovely light airiness, but also the satisfaction of the taste and the appetite appeal as well.\u201d<\/p>\n<p>We also spoke to Gladden about the importance of both primary packaging and secondary packaging in the rebrand rollout.<\/p>\n<p>\u201cThe outer box itself gave us this great canvas to really create a strong architecture and also create that magnetism and that entry. And then the bar itself\u2014the individual wrapper was the deal sealer,\u201d Gladden said.<\/p>\n<h4 style=\"text-align: center;\">Listen to the full interview with Dan Gladden below:<\/h4>\n<p><!--- Podcast embed ---><\/p>\n<aside style=\"text-align: center; margin: 0px auto;\" wp_automatic_readability=\"1.2564102564103\">\n<a href=\"https:\/\/www.packagingstrategies.com\/media\/podcasts\/3067\"><img decoding=\"async\" alt=\"Packaging Perspectives Podcast Logo\" src=\"https:\/\/www.packagingstrategies.com\/ext\/resources\/Custom_Content\/2020\/PS-PackagingPerspectives-250.png\" style=\"display: block; float: none; vertical-align: top; margin: 5px auto; text-align: center;\" align=\"center\"\/> <\/a><\/p>\n<p>\n<audio controls=\"\" style=\"text-align: center;\"><source src=\"https:\/\/dts.podtrac.com\/redirect.mp3\/www.packagingstrategies.com\/ext\/resources\/podcasts\/INTERACT-PODCAST_mixdown.mp3?t=1772062928\" type=\"audio\/mpeg\">Your browser does not support the audio element.<\/source><\/audio>\n<\/p>\n<p><a href=\"https:\/\/www.packagingstrategies.com\/media\/podcasts\/3067\" rel=\"noopener noopener\" target=\"_blank\"><strong>Listen to more podcasts here.<\/strong><\/a><\/p>\n<\/aside>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.packagingstrategies.com\/articles\/106294-expanding-brands-from-direct-to-consumer-into-retail\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u2715 Dan Gladden Image courtesy of Interact Brands Interact Brands recently collaborated with sports protein bar company BUILT on a brand redesign\u2014a project that earned Interact Brands the Top Prize in the 2025 Designalytics Effectiveness Awards. Interact Brands was recognized for helping BUILT\u2014originally launched as a direct-to-consumer brand\u2014expand into retail. Dan Gladden, Executive Creative Director [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":11925,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[299,198,837,420,19,901,391],"class_list":["post-11924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packaging-news","tag-award-winning-packaging","tag-awards","tag-brand-redesign","tag-direct-to-consumer","tag-packaging","tag-protein-products","tag-secondary-packaging"],"_links":{"self":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/11924","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11924"}],"version-history":[{"count":0,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/11924\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/media\/11925"}],"wp:attachment":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}