DTC Unboxed · 2026-05-06 · 33 min
Smalls is one of the fastest-growing fresh cat food brands in the US, with over $100M in annual revenue and 200% year-on-year acquisition growth. Will Youm is Senior Growth Manager at Smalls, leading the growth strategy behind a brand that is actively trying to dismantle a century of pet food industry misinformation. In this episode Ryan sits down with Will to unpack the full Smalls growth playbook. How they are closing a 77-point brand awareness gap on Fancy Feast. Why brand is treated as a company department rather than a marketing function. And the "pink and shrink" analogy that explains why the entire pet food industry has been failing cats for a hundred years. If you are a DTC founder, growth marketer or brand builder operating in a category dominated by legacy incumbents, subscribe for new episodes every two weeks.
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