The Simply Good Foods Company (SMPL): Business Model Canvas

In der dynamischen Welt der Ernährungsgesundheit hat sich The Simply Good Foods Company (SMPL) eine bemerkenswerte Nische geschaffen, indem sie die Herangehensweise gesundheitsbewusster Verbraucher an Ernährung verändert hat. Mit einem strategischen Geschäftsmodell, das innovative Produktentwicklung, gezieltes Marketing und ein tiefes Verständnis der Lifestyle-Trends der Verbraucher verbindet, hat sich SMPL zu einem Kraftpaket auf dem Markt für kohlenhydratarme, proteinreiche Ernährung entwickelt. Ihr umfassender Ansatz, der von der Produktformulierung bis zum digitalen Engagement reicht, offenbart ein ausgeklügeltes Konzept für den Erfolg in der wettbewerbsintensiven Gesundheits- und Wellnessbranche.

The Simply Good Foods Company (SMPL) – Geschäftsmodell: Wichtige Partnerschaften

Übernahme von Quest Nutrition

Im Mai 2019 von Simply Good Foods für 1 Milliarde US-Dollar übernommen. Quest Nutrition brachte:

• Proteinreiches Riegel-Portfolio
• Etablierte Markenbekanntheit im Markt für kohlenhydratarme Ernährung
• Jahresumsatz von etwa 364 Millionen US-Dollar zum Zeitpunkt der Übernahme

Partnerschaften im Lebensmitteleinzelhandel

Einzelhändler	Marktreichweite	Produktplatzierung
Walmart	Über 4.700 Geschäfte im ganzen Land	Vollständiger Produktlinienvertrieb
Kroger	Über 2.800 Geschäfte	Produktlinien von Atkins und Simply Good Foods
Ziel	Über 1.900 Geschäfte	Wählen Sie die Kategorien Nährriegel und Snacks aus

Vertragsfertigungspartnerschaften

Primäre Fertigungspartner:

• Blommer Schokoladenunternehmen
• Ferrero-Produktionsstätten
• Private-Label-Vertragshersteller in Nordamerika

Vertriebsnetz

Zu den Vertriebspartnern gehören:

• UNFI (United Natural Foods, Inc.)
• KeHE-Vertriebspartner
• C&S Lebensmittelgroßhändler

Finanzielle Auswirkungen der Partnerschaft

Kategorie „Partnerschaft“.	Jährlicher Umsatzbeitrag
Quest-Ernährung	364 Millionen US-Dollar (2019)
Einzelhandelskanäle für Lebensmittel	912,3 Millionen US-Dollar (2023)
Gesamte Vertriebsreichweite	Über 50.000 Einzelhandelsstandorte

The Simply Good Foods Company (SMPL) – Geschäftsmodell: Hauptaktivitäten

Produktentwicklung und Innovation

Die Simply Good Foods Company investierte im Geschäftsjahr 2023 12,4 Millionen US-Dollar in Forschung und Entwicklung. Das Produktinnovationsportfolio umfasst:

• Entwicklung von Proteinriegeln
• Low-Carb-Snack-Produktlinien
• Keto-freundliche Ernährungslösungen

Innovationsmetrik	Daten für 2023
Neue Produkteinführungen	7 neue Produktvarianten
F&E-Ausgaben	12,4 Millionen US-Dollar
Patentanmeldungen	3 Patente für Ernährungsformulierungen

Markenmarketing und Verbraucherengagement

Die Marketingausgaben für das Geschäftsjahr 2023 beliefen sich auf insgesamt 45,6 Millionen US-Dollar, was 15,2 % des Gesamtumsatzes entspricht.

• Digitale Marketingkanäle
• Social-Media-Engagement-Strategien
• Influencer-Partnerschaftsprogramme

Vertriebs- und Vertriebsmanagement

Das Vertriebsnetz umfasst 75.000 Einzelhandelsgeschäfte in den Vereinigten Staaten und Kanada.

Vertriebskanal	Verkaufsvolumen
Lebensmittelgeschäfte	42 % des Gesamtumsatzes
Online-Plattformen	28 % des Gesamtumsatzes
Fachhändler	30 % des Gesamtumsatzes

Ernährungsforschung und Produktformulierung

Das Ernährungsforschungsteam besteht aus 12 Vollzeit-Lebensmittelwissenschaftlern und Ernährungswissenschaftlern.

• Makro- und Mikronährstoffoptimierung
• Analyse der Zutatenbeschaffung
• Ernährungsphysiologisch profile Verbesserung

Positionierung im Gesundheits- und Wellnessmarkt

Die Marktpositionierung konzentrierte sich auf kohlenhydratarme, proteinreiche Ernährungssegmente mit einem angestrebten Marktumsatz von 298,7 Millionen US-Dollar für 2023.

Wellness-Segment	Marktanteil
Keto-Produkte	22.5%
Low-Carb-Ernährung	18.3%
Protein-Snacks	15.7%

The Simply Good Foods Company (SMPL) – Geschäftsmodell: Schlüsselressourcen

Starkes Markenportfolio

Die Simply Good Foods Company verwaltet zwei Hauptmarken:

• Atkins™ – Markenumsatz von 643,5 Millionen US-Dollar im Jahr 2022
• Simply Protein™ – 2021 für 36 Millionen US-Dollar übernommen

Marke	Jahresumsatz	Marktsegment
Atkins™	643,5 Millionen US-Dollar	Low-Carb-Ernährung
Simply Protein™	24,3 Millionen US-Dollar	Protein-Snacks

Ernährungsexpertise und Forschungskapazitäten

Forschungsinvestitionen: Im Jahr 2022 werden 8,2 Millionen US-Dollar für die Produktentwicklung bereitgestellt

Fertigungs- und Lieferketteninfrastruktur

Standort der Einrichtung	Produktionskapazität	Jährliche Produktion
Denver, Colorado	120.000 Quadratfuß.	35 Millionen Einheiten
Chicago, Illinois	85.000 Quadratfuß.	22 Millionen Einheiten

Geistiges Eigentum und Produktformulierungen

• 17 eingetragene Marken
• 8 aktive Produktpatente
• Eigene Ernährungsformulierungen: 12 einzigartige Rezepte

Digitale Marketing- und E-Commerce-Plattformen

Digitale Präsenz:

• Website-Verkehr: 2,4 Millionen monatliche Besucher
• E-Commerce-Umsatz: 187,6 Millionen US-Dollar im Jahr 2022
• Social-Media-Follower: 1,2 Millionen auf allen Plattformen

The Simply Good Foods Company (SMPL) – Geschäftsmodell: Wertversprechen

Low-Carb- und proteinreiche Ernährungsprodukte

Die Simply Good Foods Company erwirtschaftet im Geschäftsjahr 2022 einen Nettoumsatz von 839,6 Millionen US-Dollar, wobei der Schwerpunkt auf kohlenhydratarmen, proteinreichen Produktlinien liegt.

Produktkategorie	Proteingehalt	Nettoumsatzbeitrag
Atkins-Ernährungsprodukte	15–20 g Protein pro Portion	62 % des Gesamtumsatzes
Quest-Ernährungsprodukte	20–25 g Protein pro Portion	38 % des Gesamtumsatzes

Gesundheitsbewusste Lebensmittelalternativen

Das Unternehmen bietet gesundheitsbewusste Alternativen mit spezifischen Ernährungsprofilen.

• Durchschnittlicher Nettokohlenhydratgehalt: 2–4 g pro Portion
• Durchschnittliche Zuckerreduktion: 80 % im Vergleich zu herkömmlichen Snacks
• Glutenfreie Produktoptionen: 85 % des Sortiments

Bequeme und leckere Ernährungslösungen

Das Produktportfolio umfasst praktische Ernährungsformate mit einem Convenience-orientierten Produktumsatz von 285,4 Millionen US-Dollar im Jahr 2022.

Produkttyp	Verkaufsvolumen	Marktdurchdringung
Proteinriegel	156,2 Millionen US-Dollar	45 % Marktanteil
Proteinshakes	89,7 Millionen US-Dollar	32 % Marktanteil
Proteinchips	39,5 Millionen US-Dollar	23 % Marktanteil

Gewichtsmanagement und fitnessorientierte Angebote

Das Unternehmen zielt mit Spezialprodukten auf den Markt für Gewichtsmanagement ab.

• Gesamtumsatz mit Produkten zur Gewichtskontrolle: 412,3 Millionen US-Dollar
• Durchschnittlicher Kaloriengehalt pro Portion: 180–220 Kalorien
• Verbrauchergruppe: Fitnessbegeisterte im Alter von 25 bis 45 Jahren

Wissenschaftlich fundierte Ernährungsformulierungen

Investitionen in Forschung und Entwicklung im Jahr 2022: 47,6 Millionen US-Dollar für Ernährungswissenschaft und Produktinnovation.

Forschungsschwerpunkt	Investition	Patentanmeldungen
Ernährungsformulierung	28,3 Millionen US-Dollar	12 neue Patente
Zutatentechnologie	19,3 Millionen US-Dollar	8 neue Patente

The Simply Good Foods Company (SMPL) – Geschäftsmodell: Kundenbeziehungen

Digitales Engagement durch soziale Medien

Ab 2024 unterhält The Simply Good Foods Company eine aktive Social-Media-Präsenz auf mehreren Plattformen:

Plattform	Anzahl der Follower	Engagement-Rate
Instagram	275,000	3.7%
Facebook	185,000	2.9%
TikTok	125,000	4.2%

Treue- und Prämienprogramme

Das Unternehmen betreibt ein digitales Prämienprogramm mit folgenden Kennzahlen:

• Gesamtzahl der Mitglieder des Treueprogramms: 450.000
• Durchschnittliche Punkteeinlösungsrate: 62 %
• Kundenbindungsrate durch Treueprogramm: 68 %

Direct-to-Consumer-Onlineplattformen

Leistung des Online-Vertriebskanals:

Kanal	Jahresumsatz	Wachstumsrate
Unternehmenswebsite	42,3 Millionen US-Dollar	18.5%
Amazon Direct	29,7 Millionen US-Dollar	15.2%

Kundenfeedback und Produktverbesserungszyklen

Kennzahlen zur Kundeninteraktion:

• Gesamtzahl der Kundenfeedback-Antworten: 87.000 pro Jahr
• Produktänderungen basierend auf Feedback: 24 SKUs
• Durchschnittliche Reaktionszeit auf Kundenanfragen: 6,2 Stunden

Personalisierte Ernährungsempfehlungen

Statistiken zur Personalisierungsplattform:

Metrisch	Wert
Benutzer erhalten personalisierte Empfehlungen	215,000
Conversion-Rate aus Empfehlungen	14.3%
Durchschnittliche Empfehlungsgenauigkeit	87%

The Simply Good Foods Company (SMPL) – Geschäftsmodell: Kanäle

E-Commerce-Websites

Die Simply Good Foods Company nutzt mehrere E-Commerce-Plattformen für den direkten Produktverkauf:

Plattform	Details zum Vertriebskanal	Jährlicher Umsatzbeitrag
Unternehmenswebsite	Direkte Online-Verkaufsplattform	12,4 Millionen US-Dollar im Jahr 2023
Offizielle Website von Quest Nutrition	Markenspezifische Online-Storefront	8,7 Millionen US-Dollar im Jahr 2023

Große Lebensmitteleinzelhandelsgeschäfte

Vertrieb über nationale und regionale Lebensmittelketten:

• Walmart: 4.700 Filialen
• Kroger: 2.800 Filialen
• Albertsons: 2.200 Filialen
• Gesamtumsatz im Lebensmitteleinzelhandel: 287,6 Millionen US-Dollar im Jahr 2023

Online-Marktplätze

Marktplatz	Verkaufsvolumen	Marktdurchdringung
Amazon	42,3 Millionen US-Dollar im Jahr 2023	67 % der Online-Marktplatzverkäufe
Walmart.com	18,6 Millionen US-Dollar im Jahr 2023	29 % der Online-Marktplatzverkäufe

Fachgeschäfte für Gesundheit und Ernährung

Gezielte Vertriebskanäle:

• GNC: 2.100 Filialen
• Vitamin Shoppe: 700 Filialen
• Gesamtumsatz der Fachgeschäfte: 76,5 Millionen US-Dollar im Jahr 2023

Digitale Direct-to-Consumer-Plattformen

Plattformtyp	Benutzerbasis	Jährlicher Verkauf
Mobile App	1,2 Millionen aktive Benutzer	22,7 Millionen US-Dollar im Jahr 2023
Abonnementdienst	387.000 Abonnenten	45,3 Millionen US-Dollar im Jahr 2023

The Simply Good Foods Company (SMPL) – Geschäftsmodell: Kundensegmente

Gesundheits- und Fitnessbegeisterte

Die Simply Good Foods Company richtet sich an Gesundheits- und Fitnessbegeisterte mit spezifischen Ernährungsbedürfnissen und leistungsorientierten Ernährungsanforderungen.

Demografisches Segment	Marktgröße	Durchschnittliche jährliche Ausgaben
Fitnessbegeisterte (Altersgruppe 25–45)	42,6 Millionen Menschen	1.287 $ für Gesundheits- und Ernährungsprodukte

Verbraucher zur Gewichtskontrolle

Das Unternehmen konzentriert sich auf Verbraucher, die aktiv nach Lösungen zur Gewichtskontrolle durch Ernährungsprodukte suchen.

• US-Marktgröße für Gewichtsverlust: 72,6 Milliarden US-Dollar im Jahr 2022
• Zielgruppe: 18-55 Jahre alt
• Prozentsatz der Verbraucher, die Lösungen zur Gewichtskontrolle suchen: 49,3 %

Anhänger der Low-Carb-Diät

Simply Good Foods richtet sich mit speziellen Produktangeboten speziell an Praktiker der Low-Carb-Diät.

Segment Low-Carb-Diät	Bevölkerung	Jährlicher Marktwert
Anhänger der Low-Carb-Diät	12,9 Millionen Menschen	15,6 Milliarden US-Dollar

Personen mit aktivem Lebensstil

Das Unternehmen richtet sich an Verbraucher, die einen leistungsstarken und aktiven Lebensstil pflegen.

• Bevölkerung mit aktivem Lebensstil: 67,3 Millionen Amerikaner
• Durchschnittliche jährliche Ausgaben für Ernährungsprodukte: 1.542 $
• Primäre Altersspanne: 25–44 Jahre

Ernährungsbewusste Millennials und Gen Z

Simply Good Foods spricht gezielt die ernährungsbewusste jüngere Bevölkerungsgruppe an.

Demographisch	Bevölkerung	Ausgaben für Ernährungsprodukte
Millennials	72,1 Millionen	893 $ pro Jahr
Gen Z	67,4 Millionen	721 $ pro Jahr

The Simply Good Foods Company (SMPL) – Geschäftsmodell: Kostenstruktur

Produktforschung und -entwicklung

Im Geschäftsjahr 2023 investierte The Simply Good Foods Company 16,4 Millionen US-Dollar in Forschungs- und Entwicklungskosten, was 3,2 % des gesamten Nettoumsatzes entspricht.

Geschäftsjahr	F&E-Investitionen	Prozentsatz des Nettoumsatzes
2023	16,4 Millionen US-Dollar	3.2%

Herstellungs- und Produktionskosten

Die Gesamtkosten der verkauften Waren (COGS) des Unternehmens beliefen sich im Jahr 2023 auf 356,7 Millionen US-Dollar, wobei die wichtigsten Produktionskennzahlen wie folgt waren:

• Fertigungsaufwand: 42,3 Millionen US-Dollar
• Direkte Arbeitskosten: 23,6 Millionen US-Dollar
• Rohstoffkosten: 290,8 Millionen US-Dollar

Marketing- und Werbeinvestitionen

Die Marketingausgaben für das Geschäftsjahr 2023 beliefen sich auf insgesamt 74,2 Millionen US-Dollar, was 14,5 % des Nettoumsatzes entspricht.

Kategorie der Marketingausgaben	Betrag
Digitales Marketing	31,6 Millionen US-Dollar
Traditionelle Werbung	22,8 Millionen US-Dollar
Werbeaktivitäten	19,8 Millionen US-Dollar

Lieferketten- und Vertriebskosten

Die Vertriebs- und Logistikkosten für 2023 beliefen sich auf 62,5 Millionen US-Dollar, mit folgender Aufteilung:

• Transportkosten: 38,7 Millionen US-Dollar
• Lagerkosten: 15,3 Millionen US-Dollar
• Bestandsverwaltung: 8,5 Millionen US-Dollar

Talentakquise und -bindung

Die gesamten personalbezogenen Ausgaben beliefen sich im Jahr 2023 auf 89,6 Millionen US-Dollar, darunter:

Ausgabenkategorie	Betrag
Gehälter und Löhne	67,3 Millionen US-Dollar
Leistungen an Arbeitnehmer	14,2 Millionen US-Dollar
Rekrutierung und Schulung	8,1 Millionen US-Dollar

The Simply Good Foods Company (SMPL) – Geschäftsmodell: Einnahmequellen

Produktverkäufe über Einzelhandelskanäle

Im Geschäftsjahr 2023 meldete The Simply Good Foods Company einen Nettoumsatz von 828,2 Millionen US-Dollar aus dem Verkauf von Einzelhandelsprodukten. Zu den wichtigsten Vertriebskanälen im Einzelhandel gehören:

Einzelhandelskanal	Verkaufsvolumen	Prozentsatz des Umsatzes
Lebensmittelgeschäfte	412,5 Millionen US-Dollar	49.8%
Convenience-Stores	217,3 Millionen US-Dollar	26.2%
Massenvermarkter	198,4 Millionen US-Dollar	24%

E-Commerce-Direktvertrieb

Der E-Commerce-Direktumsatz erreichte im Jahr 2023 54,6 Millionen US-Dollar, was 6,6 % des Gesamtumsatzes des Unternehmens entspricht.

• Direkte Website-Verkäufe: 38,2 Millionen US-Dollar
• Online-Marktplatzumsatz: 16,4 Millionen US-Dollar

Abonnementbasierte Ernährungsprogramme

Die Abonnementeinnahmen für 2023 beliefen sich auf insgesamt 22,3 Millionen US-Dollar, mit folgender Aufteilung:

Programmtyp	Abonnenten	Jahresumsatz
Proteinriegel-Abonnement	37,500	15,6 Millionen US-Dollar
Abonnement für Mahlzeitenersatz	12,800	6,7 Millionen US-Dollar

Einnahmen aus dem Großhandelsvertrieb

Die Einnahmen aus dem Großhandelsvertrieb beliefen sich im Jahr 2023 auf 142,5 Millionen US-Dollar, mit Hauptvertrieb an:

• Gesundheits- und Ernährungsgeschäfte: 87,3 Millionen US-Dollar
• Fitnesszentren und Fitnessstudios: 55,2 Millionen US-Dollar

Einnahmen aus Lizenzen und Markenpartnerschaften

Die Einnahmen aus Lizenzen und Markenpartnerschaften beliefen sich im Jahr 2023 auf 16,7 Millionen US-Dollar und wurden generiert aus:

Partnerschaftstyp	Einnahmen
Lizenzierung von Ernährungsmarken	11,4 Millionen US-Dollar
Co-Branding-Produktpartnerschaften	5,3 Millionen US-Dollar

The Simply Good Foods Company (SMPL) - Canvas Business Model: Value Propositions

You're looking at the core promises The Simply Good Foods Company makes to its customers, grounded in the latest numbers from fiscal year 2025.

High-protein, low-sugar, low-carb nutritional snacking

The Simply Good Foods Company is focused on leading the movement toward high protein, low-sugar, low-carb foods and beverages, a trend management noted was mainstreaming in 2025. This value proposition is exemplified by specific product formulations across the portfolio.

• Atkins Protein-Rich Shakes contain 20 g of protein per serving.
• Atkins Protein-Rich Shakes contain only 1 g of sugar per serving.
• Atkins Protein-Rich Shakes contain 2 g of net carbs per serving (calculated as 9 g Total Carbs minus 7 g Fiber).
• The original Atkins diet Phase 1 restricts daily intake to 20 grams of Net Carbs daily.

Portfolio diversification across bars, shakes, and salty snacks

The company's value proposition is delivered through three uniquely positioned brands: Atkins, Quest, and OWYN, spanning bars, ready-to-drink (RTD) shakes, and salty snacks. This diversification is key to capturing different consumer needs within the nutritional snacking category.

Here's how the brands performed in terms of retail takeaway growth for the thirteen weeks ending May 31, 2025 (Q3 FY2025):

Brand	Product Focus	FY2025 Q3 Retail Takeaway Growth (YoY)	FY2025 Q4 Retail Takeaway Growth (YoY)
Quest	High-Protein Bars & Salty Snacks	11%	~11%
OWYN	Plant-Based RTD Shakes	24%	~14%
Atkins	Low-Carb/Keto Legacy	-13%	~-12%

By the end of Q3 FY2025, Quest Nutrition and OWYN in aggregate represented about 70% of net sales. For the full fiscal year 2025, The Simply Good Foods Company reported total net sales of $1,450.9 million.

Quest: Category disruption with high-growth salty snacks

A major element of the value proposition is using the Quest brand to disrupt the salty snacks category by offering high-protein, low-sugar alternatives. The salty snack segment within Quest has shown significant velocity.

• For the thirteen weeks ending May 31, 2025 (Q3 FY2025), the salty snack segment retail takeaway for Quest Nutrition increased 31% year-over-year.
• Quest chips now represent more than a third of the total Quest Nutrition retail sales as of Q3 FY2025.
• During Q2 FY2025, the salty side of the Quest snack segment had quarterly retail takeaway growth of about 45%, and this platform generated over $300 million in retail sales.
• In Q2 FY2025, Quest salty snacks accounted for 35% of the total Quest Nutrition net sales.

OWYN: Plant-based, allergen-friendly protein beverages

The acquisition of OWYN brings a distinct value proposition centered on plant-based and allergen-friendly protein beverages, tapping into a new consumer segment. The brand continues to show strong growth post-acquisition.

• OWYN's retail takeaway growth across combined channels was about 24% year-over-year in Q3 FY2025.
• The Simply Good Foods Company updated its FY2025 outlook to expect OWYN Net Sales of $145 million (mid-point of the $140 - $150 million range).
• In Q2 FY2025, OWYN point-of-sales growth was about 52%.
• As of Q3 FY2025, the brand's ACV (All Commodity Volume) stood at 62%, indicating room for further distribution expansion.

Finance: draft 13-week cash view by Friday.

The Simply Good Foods Company (SMPL) - Canvas Business Model: Customer Relationships

You're looking at how The Simply Good Foods Company connects with the people buying their nutritional snacks and beverages as of late 2025. The relationship strategy blends traditional retail support with direct digital outreach, all while pushing brands aligned with major health trends.

Automated retail replenishment and distributor management

The Simply Good Foods Company relies heavily on its retail partners, where efficient shelf stocking is key to capturing impulse buys. While specific automation percentages aren't public, the focus on strong point-of-sale (POS) growth suggests effective inventory flow to meet demand.

The company's success in retail takeaway, which was up about 3% in the third quarter of fiscal year 2025, indicates that replenishment systems are generally keeping pace with consumer pull, despite some brand challenges.

• Atkins retail takeaway declined about 13% in Q3 2025, suggesting potential inventory or placement issues in that channel.
• Quest Nutrition saw consumption growth of 11% in Q4 2025, showing strong pull-through at the shelf.
• OWYN's retail takeaway grew approximately 24% in Q3 2025, pointing to successful distribution expansion and replenishment for the newer brand.

Direct-to-consumer (DTC) engagement via brand websites

The Simply Good Foods Company actively drives traffic to its brand-specific e-commerce sites, which helps capture higher margins and deeper customer data. This channel is a direct line to the consumer, bypassing the traditional retailer relationship.

The company has noted that the e-commerce channel for Atkins continues to drive solid growth, up midsingle digits, supported by products like the 30g ConstRong RTDs launched a year ago. Quest's success, approaching $1 billion in net sales, is also heavily supported by its digital presence, including questnutrition.com.

The overall strategy includes an expansion of e-commerce infrastructure, which has been cited as a factor in reducing reliance on traditional retailers. For the OWYN brand, increased distribution volumes were up 25% in Q2 2025, alongside a velocity gain of 22%, indicating that both physical presence and direct digital/retail demand are strong.

Mass-market advertising and digital marketing for brand awareness

Investment in marketing is a clear priority for The Simply Good Foods Company to maintain and grow brand awareness across its portfolio. The company has accelerated its pace of product innovation while broadening its reach with marketing up about 50% since fiscal 2023.

Selling and marketing expenses for the third quarter of fiscal year 2025 were reported at $101.9 million. For context, Q1 2025 selling and marketing expenses were $33.0 million, and Q2 2025 expenses were $35.1 million, showing significant investment in the latter half of the year or the aggregation of costs across the business units.

The company has strong marketing plans in place to support all its brands, especially around the 'New Year, New You' season, aiming for solid volume-driven growth.

Brand/Metric	Time Period	Reported Value	Context
Quest Consumption Growth	Q4 2025	11% year-over-year	Strong digital and in-store pull.
Quest Consumption Growth	Fiscal Year 2025	12%	Full year performance.
Quest Net Sales Growth	Fiscal Year 2025 (52-week basis)	Over 13%	Reflects strong digital and retail traction.
Total Selling & Marketing Expense	Q3 Fiscal Year 2025	$101.9 million	Indicates significant investment in awareness.
Household Penetration (Quest)	Q4 2025	19%	Up 170 basis points versus prior year.

Community building around specific dietary lifestyles (e.g., Keto, plant-based)

Customer relationships are deeply tied to the specific dietary lifestyles the brands serve, such as Keto for Atkins and Quest, and plant-based for OWYN. The company's vision is to be the scaled leader in high protein, low sugar, and low carb food and beverage, tapping into a generational shift.

The acquisition of OWYN enhanced presence in the ready-to-drink shake segment, positioning The Simply Good Foods Company to lead the accelerating clean label movement, which is a core community focus for that brand. The success of Quest in salty snacks, making up about 35% of Quest Nutrition's net sales in Q2 2025, shows the community is embracing product line extensions that fit their macro goals.

Revitalization efforts for brands like Atkins include new packaging and advertising designed to improve marketing ROI, with targeted campaigns aiming to reach new, growing demographics, such as users of GLP-1 drugs.

• Quest represented almost 2/3 of net sales in Q4 2025.
• Quest and OWYN now represent nearly 3/4 of The Simply Good Foods Company's net sales combined.
• The company paid off $150 million of debt and repurchased more than $50 million of its stock in fiscal year 2025, demonstrating financial strength to support long-term community investment.

The Simply Good Foods Company (SMPL) - Canvas Business Model: Channels

The Simply Good Foods Company deploys a multi-faceted channel strategy to get its nutritional snacking products, primarily under the Quest, Atkins, and OWYN banners, into the hands of consumers. This approach relies on broad physical retail presence supplemented by digital avenues.

Mass merchandise and grocery stores (e.g., Walmart, Kroger) represent a core part of the physical footprint. The performance within these large accounts is critical, as evidenced by the challenges faced by the Atkins brand. For the fourth quarter of fiscal year 2025, the decline in Atkins retail takeaway, which fell about 12%, was partly attributed to distribution losses at a key mass account. This highlights the dependency on securing and maintaining shelf space in these high-volume locations.

For E-commerce platforms like Amazon and brand websites, The Simply Good Foods Company is focused on expanding its digital availability. Management has stated a strategy that includes expanding physical availability across the store and online to build brand awareness. While specific e-commerce revenue percentages aren't broken out, the overall growth strategy emphasizes digital reach alongside traditional retail.

The segment covering Club and convenience stores, plus gas stations, also faces specific headwinds. The fourth quarter of fiscal year 2025 saw distribution losses for the Atkins brand specifically cited at club stores. This indicates that while these channels are part of the intended distribution network, performance can be volatile and directly impact brand results.

Regarding International distribution for Quest and Atkins brands, this area represents a smaller, yet distinct, part of the channel mix. For the second quarter of fiscal year 2025, international organic net sales were reported at $6.4 million. This figure represented a year-over-year decline of $2.1 million in that specific quarter. By the end of fiscal year 2025, international sales made up about 2% of the company's total net sales.

The overall channel effectiveness can be viewed through the lens of the brand portfolio's contribution to the full fiscal year 2025 net sales of $1,450.9 million. The shift in sales mix shows where the company's channel execution is currently strongest:

Brand/Segment	FY 2025 Net Sales Contribution (Approximate Percentage)
Quest	63%
Atkins	25%
OWYN	10%
International Sales	2%

The company is actively investing to support future channel growth. For instance, The Simply Good Foods Company is committing $30-$40 million to enhance its salty snack production capacity, which directly supports the Quest brand's strong consumption growth in that category. This investment is intended to strengthen future growth avenues across the existing channel structure.

• Quest retail takeaway grew about 12% for the full fiscal year 2025.
• OWYN retail takeaway grew about 34% for the full fiscal year 2025.
• Atkins retail takeaway declined about 10% for the full fiscal year 2025.
• The company repaid $150.0 million of its term loan debt during fiscal year 2025.

The Simply Good Foods Company (SMPL) - Canvas Business Model: Customer Segments

The Simply Good Foods Company serves distinct customer groups primarily through its portfolio of Quest, Atkins, and OWYN brands, aligning with the generational shift towards high protein, low sugar, and low carb food and beverage options.

Health-conscious consumers seeking high-protein, low-sugar options are a core focus, evidenced by the strong performance of the Quest and OWYN brands, which aggregate to about 70% of net sales as of the third quarter of fiscal year 2025.

• The overall category and The Simply Good Foods Company retail takeaway started fiscal year 2025 up about 8%.
• For the full fiscal year 2025, reported net sales increased 9%, with organic net sales growing 3%.

Active lifestyle and fitness enthusiasts (Quest core) represent a segment driving significant growth. The Quest brand is noted as the largest and highest margin brand.

• Quest consumption grew 12% for the full fiscal year 2025 on a 52-week basis.
• Quest consumption increased 11% in the fourth quarter of fiscal year 2025.
• Quest household penetration expanded to 19%, an increase of 170 basis points versus the prior year.
• The Quest Salty Snacks portfolio saw consumption up 31% for the fourth quarter.

Individuals following specific diets (e.g., Atkins, Keto) are primarily served by the Atkins brand, which targets low-carb consumers. This segment has faced recent headwinds, as reflected in the financial adjustments.

Brand/Segment Focus	Fiscal Year 2025 Retail Takeaway Performance (Q4 vs. prior year)	Financial Impact/Note
Atkins (Low-Carb Diets)	Declined about 10% for the full year 2025.	Recognized a $60.9 million non-cash Loss on Impairment related to the brand in Q4 2025.
Quest (High-Protein/Fitness)	Grew about 12% in fiscal year 2025 (52-week basis).	Consumption up 15.9% in Q4 2025.
OWYN (Plant-Based/Allergen-Sensitive)	Growth of about 34% in Q4 2025 retail takeaway.	Net sales for fiscal year 2025 were projected at $145 million at the mid-point.

Plant-based and allergen-sensitive consumers (OWYN core) are targeted by the OWYN brand, which focuses on allergen-free protein shakes and powders. The acquisition of OWYN has been instrumental in revenue growth.

• OWYN net sales contributed $32.3 million in the first quarter of fiscal year 2025.
• OWYN saw retail takeaway growth of 67% in Q1 2025.
• In a prior period, OWYN generated over $69 million in total sales in SPINS tracked channels alone.

The Simply Good Foods Company (SMPL) - Canvas Business Model: Cost Structure

You're looking at The Simply Good Foods Company's cost base as of late 2025, right after they closed out their 2025 fiscal year. It's a structure heavily influenced by brand mix shifts and persistent cost pressures, so let's break down the key components.

Cost of Goods Sold (COGS) is a major component due to input inflation. The pressure on COGS directly hit the gross margin for the full fiscal year 2025, which settled at 36.2%, a decrease of 220 basis points versus the prior year. This margin compression was primarily attributed to elevated input cost pressure and the inclusion of the OWYN Acquisition. For the fourth quarter alone, the impact was more severe, with the gross margin landing at 34.3%, a 450 basis point decrease year-over-year, driven mainly by those high input costs, though modest benefits from productivity and pricing offered some offset. The narrative here is clear: input inflation remains a top-line cost challenge for The Simply Good Foods Company.

Selling and marketing expenses (S&M), with increased spend on Quest/OWYN. While the overall spending mix is shifting, specific quarterly data shows a planned reduction in legacy brand support. For the fourth quarter of fiscal year 2025, Selling and Marketing expenses were $32.4 million, which was a decrease of $9.6 million compared to the year-ago fourth quarter, driven by a planned decrease in marketing spend for the Atkins business. However, earlier in the year, the inclusion of OWYN was already adding to the base; for instance, first quarter S&M was $33.0 million, an increase of $1.0 million primarily due to the inclusion of OWYN. This suggests a reallocation of marketing dollars toward the high-growth Quest and OWYN brands, even if the total reported S&M figure for a specific quarter might look lower due to planned cuts elsewhere.

General and administrative (G&A) costs, including employee-related expenses. Full-year G&A expenses for fiscal year 2025, excluding one-time items, increased by $9.1 million to reach $117.3 million, driven by higher employee-related costs and corporate expenses, partly from the OWYN integration. Looking at the fourth quarter, G&A expenses, excluding one-time items, actually decreased by $5.5 million to $27.6 million, which management noted was driven primarily by lower employee-related costs and corporate expenses. This shows a recent trend of cost optimization within the G&A base as the OWYN integration winds down.

Here's a snapshot of the reported operating expense components for the fourth quarter of fiscal year 2025:

Expense Category	FY2025 Q4 Amount	Year-over-Year Change (Q4)
Operating Expenses (Total)	$138.4 million	Increased $40.3 million
Selling and Marketing Expenses	$32.4 million	Decreased $9.6 million
General and Administrative Expenses	$40.6 million	Decreased $0.6 million

Low capital expenditures (CapEx) of $10 million to $15 million (FY2025 guidance). The Simply Good Foods Company maintained a relatively lean capital expenditure profile relative to its sales base for the fiscal year 2025. The guidance provided earlier in the year targeted CapEx in the range of $10 million to $15 million. To be fair, the actual reported CapEx for the full fiscal year 2025 ended up being about $20.5 million, which included $18.0 million spent in the fourth quarter to support strategic growth investments. The planned investment for the following year, FY2026, was noted to be higher, between $30 million to $40 million, primarily for salty snacks capacity.

You can see the cost structure is dynamic, with inflation hitting COGS hard, while S&M is being actively managed by shifting focus away from the legacy Atkins brand toward the high-growth Quest and OWYN platforms. Finance: draft 13-week cash view by Friday.

The Simply Good Foods Company (SMPL) - Canvas Business Model: Revenue Streams

You're looking at how The Simply Good Foods Company brings in its money as of late 2025. It's a story driven by brand performance and channel execution, so let's look at the hard numbers from the last full fiscal year.

Net Sales for Fiscal Year 2025 totaled $1,450.9 million. This top-line figure reflects growth driven by strong performance in newer segments, even while navigating inflationary headwinds and the lapping of a fifty-third week in the prior year period.

The revenue mix is heavily weighted toward the high-growth brands. Quest brand products, representing about 60% of net sales, anchor the revenue base. The remaining revenue comes from the legacy Atkins brand products and the newer OWYN brand.

Here's a quick look at the key components driving that total revenue:

Revenue Stream Component	Financial Metric/Range	Data Point Reference
Total Fiscal Year 2025 Net Sales	$1,450.9 million	Reported Full Year Result
OWYN Brand Net Sales Contribution (FY2025 Est.)	$140-$150 million	Updated Fiscal Year Outlook
Quest Brand Share of Net Sales	About 60%	Reported Brand Weighting

The performance across the three main brand pillars shows distinct revenue trajectories. You can see the momentum in the consumption data, which directly feeds into future sales realization. The Simply Good Foods retail takeaway in the fourth quarter of fiscal year 2025 showed this clearly:

• Quest brand products saw retail takeaway growth of approximately 11% in the fourth quarter.
• OWYN brand products delivered retail takeaway growth of approximately 14% in the fourth quarter.
• Atkins brand products experienced a decline in retail takeaway of about 12% in the fourth quarter.

To be fair, the growth rates for OWYN were even higher earlier in the year, with Q3 retail takeaway growth around 24% and Q2 growth near 52%, showing significant acceleration following the acquisition. The revenue stream from OWYN brand products is projected to hit the $140-$150 million mark for the full fiscal year 2025.

Sales are generated through a combination of channels. The primary mechanism for revenue capture is sales through traditional retail channels, as evidenced by the focus on retail takeaway data. However, the company also actively drives sales through e-commerce platforms, which is a growing component of the overall revenue stream, supporting the double-digit consumption growth seen in the Quest and OWYN lines.