The Simply Good Foods Company (SMPL): Business Model Canvas [Jan-2025 Mise à jour]

Dans le monde dynamique du bien-être nutritionnel, la Simply Good Foods Company (SMPL) a creusé un créneau remarquable en transformant comment les consommateurs soucieux de la santé abordent la nutrition. Avec un modèle commercial stratégique qui mélange le développement de produits innovants, le marketing ciblé et une compréhension approfondie des tendances du mode de vie des consommateurs, SMPL est devenu une puissance sur le marché de la nutrition à faible teneur en glucides et riche en protéines. Leur approche complète, allant de la formulation de produits à l'engagement numérique, révèle un plan sophistiqué pour réussir dans l'industrie compétitive de la santé et du bien-être.

The Simply Good Foods Company (SMPL) - Modèle d'entreprise: partenariats clés

Quête d'acquisition de nutrition

Acquis par Simply Good Foods en mai 2019 pour 1 milliard de dollars. La nutrition de quête a apporté:

• Portfolio de barres nutritionnelles riches en protéines
• Reconnaissance de la marque établie sur le marché nutritionnel à faible teneur en glucides
• Revenu annuel d'environ 364 millions de dollars au moment de l'acquisition

Partenariats d'épicerie au détail

Détaillant	Portée du marché	Placement de produit
Walmart	Plus de 4 700 magasins à l'échelle nationale	Distribution complète de la gamme de produits
Kroger	2 800+ magasins	Atkins et tout simplement Good Foods Product Lignes
Cible	1 900+ magasins	Sélectionnez des catégories de barres de nutrition et de collations

Partenariats de fabrication contractuels

Partners de fabrication primaires:

• Blommer Chocolate Company
• Installations de fabrication Ferrero
• Fabricants de contrats de marque privée en Amérique du Nord

Réseau de distribution

Les partenaires de distribution comprennent:

• UnfI (United Natural Foods, Inc.)
• Distributeurs de Kehe
• C&S en gros épiciers

Partenariat Impact financier

Catégorie de partenariat	Contribution annuelle des revenus
Nutrition en quête	364 millions de dollars (2019)
Canaux d'épicerie au détail	912,3 millions de dollars (2023)
Total de distribution totale	Plus de 50 000 emplacements de vente au détail

The Simply Good Foods Company (SMPL) - Modèle d'entreprise: Activités clés

Développement et innovation de produits

La Setly Good Foods Company a investi 12,4 millions de dollars dans la recherche et le développement au cours de l'exercice 2023. Le portefeuille d'innovation de produit comprend:

• Développement de la barre protéique
• Lignes de produits de collation faible en glucides
• Solutions nutritionnelles conviviales céto

Métrique d'innovation	2023 données
Lancements de nouveaux produits	7 nouvelles variantes de produit
Dépenses de R&D	12,4 millions de dollars
Demandes de brevet	3 brevets de formulation nutritionnelle

Marketing de marque et engagement des consommateurs

Les dépenses de marketing pour l'exercice 2023 ont totalisé 45,6 millions de dollars, ce qui représente 15,2% des revenus totaux.

• Canaux de marketing numérique
• Stratégies d'engagement des médias sociaux
• Programmes de partenariat d'influenceur

Gestion des ventes et de la distribution

Le réseau de distribution comprend 75 000 points de vente au détail aux États-Unis et au Canada.

Canal de distribution	Volume des ventes
Épiceries	42% du total des ventes
Plateformes en ligne	28% du total des ventes
Détaillants spécialisés	30% du total des ventes

Recherche nutritionnelle et formulation de produits

L'équipe de recherche nutritionnelle se compose de 12 scientifiques et nutritionnistes de l'alimentation à temps plein.

• Optimisation macro et micronutriment
• Analyse d'approvisionnement en ingrédient
• Nutritionnel profile renforcement

Positionnement du marché de la santé et du bien-être

Le positionnement du marché s'est concentré sur les segments nutritionnels à faible teneur en glucides et riches en protéines avec 298,7 millions de dollars de revenus ciblés sur le marché pour 2023.

Segment du bien-être	Part de marché
Produits céto	22.5%
Nutrition à faible teneur en glucides	18.3%
Collations protéiques	15.7%

The Simply Good Foods Company (SMPL) - Modèle d'entreprise: Ressources clés

Portfolio de marque solide

L'entreprise tout simplement Good Foods gère deux marques primaires:

• Atkins ™ - 643,5 millions de dollars de revenus de marque en 2022
• Simply Protein ™ - acquis en 2021 pour 36 millions de dollars

Marque	Revenus annuels	Segment de marché
Atkins ™	643,5 millions de dollars	Nutrition à faible teneur en glucides
Simply Protein ™	24,3 millions de dollars	Collations protéiques

Expertise nutritionnelle et capacités de recherche

Investissement en recherche: 8,2 millions de dollars alloués au développement de produits en 2022

Infrastructure de fabrication et de chaîne d'approvisionnement

Emplacement de l'installation	Capacité de production	Sortie annuelle
Denver, Colorado	120 000 pieds carrés.	35 millions d'unités
Chicago, Illinois	85 000 pieds carrés.	22 millions d'unités

Propriété de propriété intellectuelle et de produits

• 17 marques enregistrées
• 8 brevets de produit actifs
• Formulations nutritionnelles propriétaires: 12 recettes uniques

Plateformes de marketing numérique et de commerce électronique

Présence numérique:

• Trafic de site Web: 2,4 millions de visiteurs mensuels
• Ventes de commerce électronique: 187,6 millions de dollars en 2022
• Abonnés des médias sociaux: 1,2 million de plateformes sur toutes les plateformes

The Simply Good Foods Company (SMPL) - Modèle d'entreprise: propositions de valeur

Produits nutritionnels à faible teneur en glucides et riches en protéines

La société tout simplement Good Foods génère 839,6 millions de dollars de ventes nettes pour l'exercice 2022, avec un accent principal sur les gammes de produits à faible teneur en glucides et riches en protéines.

Catégorie de produits	Contenu des protéines	Contribution des ventes nettes
Produits nutritionnels Atkins	15-20 g de protéines par portion	62% des revenus totaux
Produits de nutrition de quête	20-25 g de protéines par portion	38% des revenus totaux

Alternatives alimentaires soucieuses de la santé

L'entreprise propose des alternatives soucieuses de la santé avec des profils nutritionnels spécifiques.

• Contenu moyen en glucides nets: 2-4g par portion
• Réduction moyenne du sucre: 80% par rapport aux collations traditionnelles
• Options de produits sans gluten: 85% de la gamme de produits

Solutions nutritionnelles pratiques et savoureuses

Le portefeuille de produits comprend des formats de nutrition pratiques avec 285,4 millions de dollars de ventes de produits axées sur la commodité pour 2022.

Type de produit	Volume des ventes	Pénétration du marché
Barres protéiques	156,2 millions de dollars	Part de marché de 45%
Shakes protéiques	89,7 millions de dollars	Part de marché de 32%
Chips de protéines	39,5 millions de dollars	23% de part de marché

Gestion du poids et offres axées sur le fitness

La société cible le marché de la gestion du poids avec des produits spécialisés.

• Revenus de produits de gestion du poids total: 412,3 millions de dollars
• Calorie moyenne par portion: 180-220 calories
• Consumer démographique: 25-45 amateurs de fitness de la tranche d'âge

Formulations nutritionnelles soutenues par la science

Investissement de recherche et développement en 2022: 47,6 millions de dollars dédiés à la science nutritionnelle et à l'innovation de produits.

Focus de recherche	Investissement	Demandes de brevet
Formulation nutritionnelle	28,3 millions de dollars	12 nouveaux brevets
Technologie des ingrédients	19,3 millions de dollars	8 nouveaux brevets

The Simply Good Foods Company (SMPL) - Modèle d'entreprise: relations avec les clients

Engagement numérique via les médias sociaux

Depuis 2024, l'entreprise Simply Good Foods maintient une présence active sur les réseaux sociaux sur plusieurs plateformes:

Plate-forme	Nombre de suiveurs	Taux d'engagement
Instagram	275,000	3.7%
Facebook	185,000	2.9%
Tiktok	125,000	4.2%

Programmes de fidélité et de récompenses

La société gère un programme de récompenses numériques avec les mesures suivantes:

• Membres du programme de fidélité totale: 450 000
• Taux de rachat des points moyens: 62%
• Taux de rétention de la clientèle grâce au programme de fidélité: 68%

Plateformes en ligne directes aux consommateurs

Performances du canal de vente en ligne:

Canal	Revenus annuels	Taux de croissance
Site Web de l'entreprise	42,3 millions de dollars	18.5%
Amazon Direct	29,7 millions de dollars	15.2%

Les commentaires des commentaires et des cycles d'amélioration des produits

Métriques d'interaction client:

• Réponses totales de commentaires des clients: 87 000 par an
• Modifications de produit basées sur les commentaires: 24 SKUS
• Temps de réponse moyen aux demandes des clients: 6,2 heures

Recommandations nutritionnelles personnalisées

Statistiques de la plate-forme de personnalisation:

Métrique	Valeur
Les utilisateurs recevant des recommandations personnalisées	215,000
Taux de conversion à partir des recommandations	14.3%
Précision moyenne des recommandations	87%

The Simply Good Foods Company (SMPL) - Modèle d'entreprise: canaux

Sites Web de commerce électronique

L'entreprise tout simplement Good Foods exploite plusieurs plateformes de commerce électronique pour les ventes de produits directs:

Plate-forme	Détails du canal de vente	Contribution annuelle des revenus
Site Web de l'entreprise	Plateforme de vente en ligne directe	12,4 millions de dollars en 2023
Site officiel de la nutrition Quest	Store de la marque en ligne spécifique à la marque	8,7 millions de dollars en 2023

Grands magasins d'épicerie de vente au détail

Distribution par le biais de chaînes d'épicerie nationales et régionales:

• Walmart: 4 700 lieux de magasin
• Kroger: 2 800 lieux de magasin
• Albertsons: 2 200 lieux de magasin
• Revenus d'épicerie totale de la vente au détail: 287,6 millions de dollars en 2023

Marchés en ligne

Marché	Volume des ventes	Pénétration du marché
Amazone	42,3 millions de dollars en 2023	67% des ventes de marché en ligne
Walmart.com	18,6 millions de dollars en 2023	29% des ventes de marché en ligne

Magasins de santé et de nutrition spécialisés

Canaux de distribution ciblés:

• GNC: 2 100 lieux de magasin
• Vitamin Shoppe: 700 lieux de magasin
• Revenu total des magasins spécialisés: 76,5 millions de dollars en 2023

Plates-formes numériques directes aux consommateurs

Type de plate-forme	Base d'utilisateurs	Ventes annuelles
Application mobile	1,2 million d'utilisateurs actifs	22,7 millions de dollars en 2023
Service d'abonnement	387 000 abonnés	45,3 millions de dollars en 2023

The Simply Good Foods Company (SMPL) - Modèle d'entreprise: segments de clientèle

Antactifs de santé et de fitness

L'entreprise de tout simple aliments cible les amateurs de santé et de fitness ayant des besoins nutritionnels spécifiques et des exigences alimentaires axées sur les performances.

Segment démographique	Taille du marché	Dépenses annuelles moyennes
Antariens de fitness (25-45 tranches d'âge)	42,6 millions d'individus	1 287 $ sur les produits de santé et de nutrition

Consommateurs de gestion du poids

L'entreprise se concentre sur les consommateurs à la recherche activement de solutions de gestion du poids grâce à des produits nutritionnels.

• Taille du marché de la perte de poids aux États-Unis: 72,6 milliards de dollars en 2022
• Target démographique: 18-55 ans
• Pourcentage de consommateurs à la recherche de solutions de gestion du poids: 49,3%

Followers de régime à faible teneur en glucides

Simply Good Foods s'adresse spécifiquement à des praticiens de régime à faible teneur en glucides avec des offres de produits spécialisées.

Segment de régime à faible teneur en glucides	Population	Valeur marchande annuelle
Followers de régime à faible teneur en glucides	12,9 millions d'individus	15,6 milliards de dollars

Individus de style de vie actif

La société cible les consommateurs qui maintiennent des modes de vie hautes performances et actifs.

• Population de style de vie actif: 67,3 millions d'Américains
• Dépenses annuelles moyennes en produits nutritionnels: 1 542 $
• Tranche d'âge primaire: 25 à 44 ans

Milléniaux soucieux de la nutrition et génération Z

Simply Good Foods aborde stratégiquement la démographie plus soucieuse de la nutrition.

Démographique	Population	Dépenses de produits nutritionnels
Milléniaux	72,1 millions	893 $ par an
Gen Z	67,4 millions	721 $ par an

The Simply Good Foods Company (SMPL) - Modèle d'entreprise: Structure des coûts

Recherche et développement de produits

Pour l'exercice 2023, la Sethle Good Foods Company a investi 16,4 millions de dollars dans les dépenses de recherche et développement, ce qui représente 3,2% du total des ventes nettes.

Exercice fiscal	Investissement en R&D	Pourcentage de ventes nettes
2023	16,4 millions de dollars	3.2%

Frais de fabrication et de production

Le coût total des marchandises vendues (COGS) de la société pour 2023 était de 356,7 millions de dollars, avec des mesures de production clés comme suit:

• Fabrication des frais généraux: 42,3 millions de dollars
• Coûts de main-d'œuvre directs: 23,6 millions de dollars
• Dépenses de matières premières: 290,8 millions de dollars

Investissements marketing et publicitaire

Les dépenses de marketing pour l'exercice 2023 ont totalisé 74,2 millions de dollars, ce qui représente 14,5% des ventes nettes.

Catégorie de dépenses de marketing	Montant
Marketing numérique	31,6 millions de dollars
Publicité traditionnelle	22,8 millions de dollars
Activités promotionnelles	19,8 millions de dollars

Chaîne d'approvisionnement et frais de distribution

Les dépenses de distribution et de logistique pour 2023 s'élevaient à 62,5 millions de dollars, avec la ventilation suivante:

• Coûts de transport: 38,7 millions de dollars
• Dépenses d'entreposage: 15,3 millions de dollars
• Gestion des stocks: 8,5 millions de dollars

Acquisition et rétention de talents

Les dépenses totales liées au personnel pour 2023 étaient de 89,6 millions de dollars, notamment:

Catégorie de dépenses	Montant
Salaires et salaires	67,3 millions de dollars
Avantages sociaux	14,2 millions de dollars
Recrutement et formation	8,1 millions de dollars

The Simply Good Foods Company (SMPL) - Modèle d'entreprise: Strots de revenus

Ventes de produits via des canaux de vente au détail

Au cours de l'exercice 2023, la société tout simplement Good Foods a déclaré des ventes nettes de 828,2 millions de dollars provenant des ventes de produits au détail. Les principaux canaux de distribution de vente au détail comprennent:

Canal de vente au détail	Volume des ventes	Pourcentage de revenus
Épiceries	412,5 millions de dollars	49.8%
Dépanneurs	217,3 millions de dollars	26.2%
Marchands de masse	198,4 millions de dollars	24%

Ventes directes du commerce électronique

Les ventes directes de commerce électronique pour 2023 ont atteint 54,6 millions de dollars, ce qui représente 6,6% du total des revenus de l'entreprise.

• Ventes directes du site Web: 38,2 millions de dollars
• Ventes de marché en ligne: 16,4 millions de dollars

Programmes de nutrition basés sur l'abonnement

Les revenus de l'abonnement pour 2023 ont totalisé 22,3 millions de dollars, avec la ventilation suivante:

Type de programme	Abonnés	Revenus annuels
Abonnement à barres protéiques	37,500	15,6 millions de dollars
Abonnement de remplacement de repas	12,800	6,7 millions de dollars

Revenus de distribution en gros

Les revenus de distribution de gros pour 2023 s'élevaient à 142,5 millions de dollars, avec la distribution primaire à:

• Magasins de santé et de nutrition: 87,3 millions de dollars
• Centres de fitness et gymnases: 55,2 millions de dollars

Licence et revenu de partenariat de marque

Les revenus de licence et de partenariat de marque pour 2023 étaient de 16,7 millions de dollars, générés à partir de:

Type de partenariat	Revenu
Licence de marque nutritionnelle	11,4 millions de dollars
Partenariats de produits co-marqués	5,3 millions de dollars

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.