Profitable in 4 Years: How The Plug Scaled in a Crowded Category

Excerpted from CPGD.

The Plug is one of those examples of a brand that has the X factor. In the crowded category of hangover cures and liver health, this brand has managed to grow 500% for 2 consecutive years and has recently become profitable. I got a chance to sit down with the Founders and brothers Ray and Justin Kim to ask them about their secrets to scaling their brand…

Congratulations on 4 years and becoming profitable! You saw impressive growth over the last two years that led you to this point. What were some of the things you focused on that were key to this growth? 

We shifted our focus to lowering and diversifying our ad spend even more, while still growing and improving our KPIs. By focusing on our DTC business model and returning customers, we were able to continue to grow and optimize our business.

Can you share more about the importance of liver health and how The Plug fits into people’s lifestyles? 

Non-Alcoholic Fatty Liver Disease (NAFLD or Fatty Liver Disease) affects 1-in-3 Americans (100 Million Americans), not just people who consume alcohol or are dealing with obesity, but it can also affect individuals who do not eat a healthy diet and eat a lot of processed foods as well. Some of the symptoms are obesity, insulin resistance, high blood pressure, and high cholesterol. The liver is an important organ because it is the largest filter in the human body and breaks down everything from the food we eat, the air we breathe, along with toxic substances. Maintaining a healthy liver is essential to a person’s daily life. Our product comes in two forms, liquid and pill, to fit into any lifestyle. The Plug Drink is easy to take any time of the day and The Plug Pills can be added to any supplement/vitamin routine.

Aside from The Plug, what are other habits people can incorporate into their lives to support liver health? 

Aside from our products, the best way to support your liver and keep it healthy is to exercise and eat a well-balanced diet. Eating less processed and fatty foods and drinking less alcohol (if you do consume alcohol) are important in keeping your liver healthy and strong. It’s also well-advised to know your family history and to check in with your doctor annually. ‍

What are your goals in the next year and what should people look out for from The Plug? 

Our goals in the next year are expanding our distribution in storefronts across the US as well as launching new forms of our product. We are continuously working on our formula and new ways to add convenience to our customers’ lives. We also hope to continue to educate consumers on the importance of liver health and how easy it is to incorporate into their day-to-day life.

What would you say to yourself four years ago or to CPG founders just starting out? 

Remember to be flexible and be able to adjust to changes in the market. We wouldn’t be where we are today if we weren’t able to shift our focus. It takes dedication, hard work, and a little bit of luck!