Is there any point launching if the new stock isn't here by mid-November?

Spill the Mayo · No. 1

This one's a big one. It literally stopped me in my tracks today.

How we got here

We started planning this scale-up back in February. More distribution, more product, a proper next step.

I thought reformulating would be quick. We already had a product people loved. A couple of rounds of tweaks, surely, and we'd be done.

It took three to four months.

Along the way, we decided to change the oil. We decided to add more flavour. We adjusted what goes into each one. Every change was the right call, but every change took time.

By the time the recipe was locked in, we hit the eight-week lead time to get into production. There was no way to get in any earlier.

Then everything else slipped

It took a long time to get a production date. Then the production run didn't go well, so we needed a new date. Then the filling company didn't have availability, which added another two weeks.

One delay at a time, it all added up. We're now looking at having stock in mid-November.

Why mid-November hurts

In Australia (and most places), if you want to get into retailers before the end of the year, October is about the latest you can land. After that, stores turn their attention to Christmas and gifting.

Then January arrives. Everyone's on holiday and things go quiet. By the time the world is properly back, it's February.

So our brand-new stock arrives at the exact moment it's hardest to sell. Between mid-November and February, that's two, nearly three months of shelf life we can't make the most of. For a product with a use-by date, that stings.

So, is there any point?

Honestly? The product is being made. We've committed. There's no choice but to push through.

It's just sad that the timing is all wrong. With the stock even a little earlier, we could have done so much better. But it is what it is.

So now my job is to get creative and come up with every idea I can to help this stock sell through. I'll share what we try, and what actually works.

If you spot the new bottles over summer, grab one. You'd be doing a small brand a very big favour.

— Sarah