The Simply Good Foods Company (SMPL): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No mundo dinâmico do bem-estar nutricional, a Simply Good Foods Company (SMPL) criou um nicho notável ao transformar como os consumidores preocupados com a saúde se aproximam da nutrição. Com um modelo de negócios estratégico que combina o desenvolvimento inovador de produtos, o marketing direcionado e uma profunda compreensão das tendências de estilo de vida do consumidor, a SMPL emergiu como uma potência no mercado nutricional de alto carb e alta proteína. Sua abordagem abrangente, abrangendo da formulação do produto ao engajamento digital, revela um projeto sofisticado para o sucesso no setor de saúde e bem -estar competitivo.

The Simply Good Foods Company (SMPL) - Modelo de negócios: Parcerias -chave

Aquisição de nutrição de missão

Adquirido pela Simply Good Foods em maio de 2019 por US $ 1 bilhão. Quest Nutrincy trazido:

• Portfólio de barras nutricionais de alta proteína
• Reconhecimento de marca estabelecida no mercado nutricional de baixo carboidrato
• Receita anual de aproximadamente US $ 364 milhões no momento da aquisição

Parcerias de supermercado de varejo

Varejista	Alcance do mercado	Posicionamento do produto
Walmart	4.700+ lojas em todo o país	Distribuição completa da linha de produtos
Kroger	2.800+ lojas	Atkins e simplesmente linhas de produtos de boa comida
Alvo	1.900+ lojas	Selecione Barra de Nutrição e categorias de lanches

Parcerias de fabricação contratadas

Parceiros de fabricação primária:

• Companhia de chocolate com aviso
• Instalações de fabricação de Ferrero
• Fabricantes contratados de marca própria na América do Norte

Rede de distribuição

Os parceiros de distribuição incluem:

• UNFI (United Natural Foods, Inc.)
• Kehe distribuidores
• Mercearias por atacado da C&S

Impacto financeiro da parceria

Categoria de parceria	Contribuição anual da receita
Missão nutrição	US $ 364 milhões (2019)
Canais de supermercado de varejo	US $ 912,3 milhões (2023)
Alcance total de distribuição	Mais de 50.000 locais de varejo

The Simply Good Foods Company (SMPL) - Modelo de negócios: Atividades -chave

Desenvolvimento de produtos e inovação

A Simply Good Foods Company investiu US $ 12,4 milhões em pesquisa e desenvolvimento no ano fiscal de 2023. O portfólio de inovação de produtos inclui:

• Desenvolvimento da barra de proteínas
• Linhas de produtos para lanches com baixo carboidrato
• Soluções nutricionais amigáveis ​​para o ceto

Métrica de inovação	2023 dados
Novos lançamentos de produtos	7 variantes de novos produtos
Despesas de P&D	US $ 12,4 milhões
Aplicações de patentes	3 patentes de formulação nutricional

Marketing de marca e engajamento do consumidor

Os gastos com marketing para o ano fiscal de 2023 totalizaram US $ 45,6 milhões, representando 15,2% da receita total.

• Canais de marketing digital
• Estratégias de engajamento de mídia social
• Programas de parceria de influenciadores

Gerenciamento de vendas e distribuição

A rede de distribuição inclui 75.000 pontos de varejo nos Estados Unidos e no Canadá.

Canal de distribuição	Volume de vendas
Supermercados	42% do total de vendas
Plataformas online	28% do total de vendas
Varejistas especializados	30% do total de vendas

Pesquisa nutricional e formulação de produtos

A equipe de pesquisa nutricional consiste em 12 cientistas de alimentos em tempo integral e nutricionistas.

• Macro e otimização de micronutrientes
• Análise de fornecimento de ingredientes
• Nutricional profile aprimoramento

Posicionamento do mercado de saúde e bem -estar

O posicionamento do mercado se concentrou em segmentos nutricionais com baixo teor de carboidratos e de alta proteína, com US $ 298,7 milhões em receita de mercado direcionada para 2023.

Segmento de bem -estar	Quota de mercado
Produtos KETO	22.5%
Nutrição com baixo teor de carboidratos	18.3%
Lanches de proteínas	15.7%

The Simply Good Foods Company (SMPL) - Modelo de negócios: Recursos -chave

Portfólio de marcas forte

A Companhia Simply Good Foods gerencia duas marcas principais:

• ATKINS ™ - Receita de marca de US $ 643,5 milhões em 2022
• Simplesmente Protein ™ - adquirido em 2021 por US $ 36 milhões

Marca	Receita anual	Segmento de mercado
Atkins ™	US $ 643,5 milhões	Nutrição com baixo teor de carboidratos
Simplesmente Protein ™	US $ 24,3 milhões	Lanches de proteínas

Conhecimentos nutricionais e recursos de pesquisa

Investimento de pesquisa: US $ 8,2 milhões alocados para desenvolvimento de produtos em 2022

Infraestrutura da cadeia de fabricação e suprimento

Localização da instalação	Capacidade de produção	Produção anual
Denver, Colorado	120.000 pés quadrados.	35 milhões de unidades
Chicago, Illinois	85.000 pés quadrados.	22 milhões de unidades

Propriedade intelectual e formulações de produtos

• 17 marcas registradas
• 8 patentes de produto ativo
• Formulações nutricionais proprietárias: 12 receitas únicas

Plataformas de marketing digital e comércio eletrônico

Presença digital:

• Tráfego do site: 2,4 milhões de visitantes mensais
• Vendas de comércio eletrônico: US $ 187,6 milhões em 2022
• Seguidores de mídia social: 1,2 milhão entre plataformas

The Simply Good Foods Company (SMPL) - Modelo de Negócios: Proposições de Valor

Produtos nutricionais com baixo teor de carboidrato e alta proteína

A empresa simplesmente da Good Foods gera US $ 839,6 milhões em vendas líquidas para o ano fiscal de 2022, com foco primário em linhas de produtos com baixo teor de carboidratos e alta proteína.

Categoria de produto	Teor de proteínas	Contribuição líquida de vendas
Produtos nutricionais de Atkins	15-20g proteína por porção	62% da receita total
Produtos de Nutrição de Quest	20-25g proteína por porção	38% da receita total

Alternativas de alimentos conscientes da saúde

A empresa oferece alternativas conscientes da saúde com perfis nutricionais específicos.

• Conteúdo médio de carboidratos líquidos: 2-4g por porção
• Redução média de açúcar: 80% em comparação com lanches tradicionais
• Opções de produto sem glúten: 85% da gama de produtos

Soluções nutricionais convenientes e saborosas

O portfólio de produtos inclui formatos de nutrição convenientes com US $ 285,4 milhões em vendas de produtos orientadas a conveniência para 2022.

Tipo de produto	Volume de vendas	Penetração de mercado
Barras de proteínas	US $ 156,2 milhões	45% de participação de mercado
Shakes de proteína	US $ 89,7 milhões	32% de participação de mercado
Chips de proteína	US $ 39,5 milhões	23% participação de mercado

Ofertas de gestão de peso e fitness orientadas

A empresa tem como alvo o mercado de gerenciamento de peso com produtos especializados.

• Receita total do produto de gerenciamento de peso: US $ 412,3 milhões
• Caloria média por porção: 180-220 calorias
• Demográfico de consumo: 25-45 entusiastas da fitness favel de faixa etária

Formulações nutricionais apoiadas pela ciência

Investimento de pesquisa e desenvolvimento em 2022: US $ 47,6 milhões dedicados à ciência nutricional e à inovação de produtos.

Foco na pesquisa	Investimento	Aplicações de patentes
Formulação nutricional	US $ 28,3 milhões	12 novas patentes
Tecnologia de ingredientes	US $ 19,3 milhões	8 novas patentes

The Simply Good Foods Company (SMPL) - Modelo de Negócios: Relacionamentos do Cliente

Engajamento digital através da mídia social

A partir de 2024, a Companhia Simply Good Foods mantém a presença ativa das mídias sociais em várias plataformas:

Plataforma	Contagem de seguidores	Taxa de engajamento
Instagram	275,000	3.7%
Facebook	185,000	2.9%
Tiktok	125,000	4.2%

Programas de lealdade e recompensas

A empresa opera um programa de recompensas digitais com as seguintes métricas:

• Membros do programa de fidelidade total: 450.000
• Pontos médios Taxa de resgate: 62%
• Taxa de retenção de clientes através do programa de fidelidade: 68%

Plataformas on-line direta ao consumidor

Desempenho de canal de vendas on -line:

Canal	Receita anual	Taxa de crescimento
Site da empresa	US $ 42,3 milhões	18.5%
Amazon Direct	US $ 29,7 milhões	15.2%

Feedback do cliente e ciclos de melhoria do produto

Métricas de interação do cliente:

• Total de respostas de feedback do cliente: 87.000 anualmente
• Modificações do produto com base no feedback: 24 SKUs
• Tempo médio de resposta às consultas do cliente: 6,2 horas

Recomendações de nutrição personalizadas

Estatísticas da plataforma de personalização:

Métrica	Valor
Usuários recebendo recomendações personalizadas	215,000
Taxa de conversão de recomendações	14.3%
Precisão de recomendação média	87%

The Simply Good Foods Company (SMPL) - Modelo de Negócios: Canais

Sites de comércio eletrônico

A Empresa Simply Good Foods aproveita várias plataformas de comércio eletrônico para vendas diretas de produtos:

Plataforma	Detalhes do canal de vendas	Contribuição anual da receita
Site da empresa	Plataforma de vendas on -line direta	US $ 12,4 milhões em 2023
Site oficial de nutrição de missão	Fora da loja on-line específica da marca	US $ 8,7 milhões em 2023

Principais supermercados de varejo

Distribuição por meio de redes de supermercados nacionais e regionais:

• Walmart: 4.700 locais de loja
• Kroger: 2.800 locais de loja
• Albertsons: 2.200 lojas locais
• Receita total de supermercado de varejo: US $ 287,6 milhões em 2023

Mercados on -line

Marketplace	Volume de vendas	Penetração de mercado
Amazon	US $ 42,3 milhões em 2023	67% das vendas de mercado on -line
Walmart.com	US $ 18,6 milhões em 2023	29% das vendas de mercado on -line

Lojas de saúde e nutrição especiais

Canais de distribuição direcionados:

• GNC: 2.100 locais de loja
• Vitamin Shoppe: 700 lojas Locais
• Receita total da loja especializada: US $ 76,5 milhões em 2023

Plataformas digitais diretas ao consumidor

Tipo de plataforma	Base de usuários	Vendas anuais
Aplicativo móvel	1,2 milhão de usuários ativos	US $ 22,7 milhões em 2023
Serviço de assinatura	387.000 assinantes	US $ 45,3 milhões em 2023

The Simply Good Foods Company (SMPL) - Modelo de negócios: segmentos de clientes

Entusiastas da saúde e fitness

A Empresa da Simply Good Foods tem como alvo entusiastas de saúde e fitness com necessidades nutricionais específicas e requisitos dietéticos orientados ao desempenho.

Segmento demográfico	Tamanho de mercado	Gastos médios anuais
Entusiastas do fitness (faixa etária de 25 a 45)	42,6 milhões de indivíduos	US $ 1.287 em produtos de saúde e nutrição

Consumidores de gerenciamento de peso

A empresa se concentra nos consumidores que buscam ativamente soluções de gerenciamento de peso por meio de produtos nutricionais.

• Tamanho do mercado de perda de peso dos EUA: US $ 72,6 bilhões em 2022
• Demografia-alvo: 18-55 anos
• Porcentagem de consumidores que buscam soluções de controle de peso: 49,3%

Seguidores de dieta com pouco carboidratos

Simplesmente, os bons alimentos atendem especificamente a profissionais de dieta com pouco carboidrato com ofertas especializadas de produtos.

Segmento de dieta com baixo teor de carboidratos	População	Valor de mercado anual
Seguidores de dieta com pouco carboidratos	12,9 milhões de indivíduos	US $ 15,6 bilhões

Indivíduos de estilo de vida ativos

A empresa tem como alvo os consumidores que mantêm estilos de vida ativos e de alto desempenho.

• População de estilo de vida ativo: 67,3 milhões de americanos
• Gastos anuais médios em produtos nutricionais: US $ 1.542
• Faixa de idade primária: 25-44 anos

Millennials e Gen Z, conscientes da nutrição

Simplesmente, os bons alimentos abordam estrategicamente a demografia mais jovem consciente da nutrição.

Demográfico	População	Gastos com produtos nutricionais
Millennials	72,1 milhões	US $ 893 por ano
Gen Z	67,4 milhões	US $ 721 por ano

The Simply Good Foods Company (SMPL) - Modelo de negócios: estrutura de custos

Pesquisa e desenvolvimento de produtos

Para o ano fiscal de 2023, a Simply Good Foods Company investiu US $ 16,4 milhões em despesas de pesquisa e desenvolvimento, representando 3,2% do total de vendas líquidas.

Ano fiscal	Investimento em P&D	Porcentagem de vendas líquidas
2023	US $ 16,4 milhões	3.2%

Despesas de fabricação e produção

O custo total dos bens da empresa vendido (COGS) para 2023 foi de US $ 356,7 milhões, com as principais métricas de produção da seguinte forma:

• Manufatura de sobrecarga: US $ 42,3 milhões
• Custos de mão -de -obra direta: US $ 23,6 milhões
• Despesas de matéria -prima: US $ 290,8 milhões

Investimentos de marketing e publicidade

As despesas de marketing para o ano fiscal de 2023 totalizaram US $ 74,2 milhões, representando 14,5% das vendas líquidas.

Categoria de despesa de marketing	Quantia
Marketing digital	US $ 31,6 milhões
Publicidade tradicional	US $ 22,8 milhões
Atividades promocionais	US $ 19,8 milhões

Cadeia de suprimentos e custos de distribuição

As despesas de distribuição e logística de 2023 totalizaram US $ 62,5 milhões, com o seguinte quebra:

• Custos de transporte: US $ 38,7 milhões
• Despesas de armazenamento: US $ 15,3 milhões
• Gerenciamento de inventário: US $ 8,5 milhões

Aquisição e retenção de talentos

O total de despesas relacionadas ao pessoal para 2023 foi de US $ 89,6 milhões, incluindo:

Categoria de despesa	Quantia
Salários e salários	US $ 67,3 milhões
Benefícios dos funcionários	US $ 14,2 milhões
Recrutamento e treinamento	US $ 8,1 milhões

The Simply Good Foods Company (SMPL) - Modelo de negócios: fluxos de receita

Vendas de produtos através de canais de varejo

No ano fiscal de 2023, a empresa Simply Good Foods registrou vendas líquidas de US $ 828,2 milhões em vendas de produtos de varejo. Os principais canais de distribuição de varejo incluem:

Canal de varejo	Volume de vendas	Porcentagem de receita
Supermercados	US $ 412,5 milhões	49.8%
Lojas de conveniência	US $ 217,3 milhões	26.2%
Comerciantes de massa	US $ 198,4 milhões	24%

Vendas diretas de comércio eletrônico

As vendas diretas de comércio eletrônico para 2023 atingiram US $ 54,6 milhões, representando 6,6% da receita total da empresa.

• Vendas diretas no site: US $ 38,2 milhões
• Vendas de mercado on -line: US $ 16,4 milhões

Programas de nutrição baseada em assinatura

A receita de assinatura para 2023 totalizou US $ 22,3 milhões, com o seguinte quebra:

Tipo de programa	Assinantes	Receita anual
Assinatura da barra de proteínas	37,500	US $ 15,6 milhões
Assinatura de substituição de refeições	12,800	US $ 6,7 milhões

Receitas de distribuição por atacado

As receitas de distribuição por atacado em 2023 totalizaram US $ 142,5 milhões, com a distribuição primária para:

• Lojas de saúde e nutrição: US $ 87,3 milhões
• Centros de fitness e academias: US $ 55,2 milhões

Licenciamento e receita de parceria de marca

As receitas de parceria de licenciamento e marca para 2023 foram de US $ 16,7 milhões, geradas a partir de:

Tipo de parceria	Receita
Licenciamento da marca nutricional	US $ 11,4 milhões
Parcerias de produtos de marca de marca	US $ 5,3 milhões

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.