For Founders & CEOs · Health, Performance & Functional CPG

You Can't Scale Everything.
So Which SKU Do You Bet On?

Most brands are carrying products that look fine on the surface — but are quietly draining margin, fragmenting focus, and slowing growth. The SKU Rationalization Audit tells you exactly which product deserves your investment and which ones don't.

The Problem

More SKUs Doesn't Mean More Revenue.
It Usually Means More Complexity — and Less Margin.

The instinct to launch more products is natural. But it spreads your operation thin, dilutes your message, and creates a portfolio where no single SKU gets the focus it needs to win. If any of these sound familiar, you need this audit:

You have multiple SKUs but can't identify your real hero Revenue is spread across the line but no single product is dominant enough to drive the brand forward. Everything is "doing okay" — which means nothing is winning.
Gross margin is eroding and you don't know which SKU is responsible Your blended margin looks acceptable but the channel-level breakdown tells a different story. One or two SKUs are quietly subsidizing the rest.
You're making restocking and production decisions based on gut feel Without a clear scorecard, inventory decisions are reactive. You're carrying too much of the wrong products and not enough of the right ones.
Retail buyers are asking you to simplify your line — and you don't know where to start Category managers want focus. If you can't tell them which SKU is your anchor, you lose the conversation before it starts.
You're investing in marketing without knowing which product to get behind Spend is scattered across the line instead of concentrated on the SKU most likely to return it. Every dollar is working less hard than it should.
The Scorecard

Every SKU Evaluated on the
Metrics That Actually Matter.

Each product is scored across three layers — financial performance, channel behavior, and consumer retention — then ranked against the rest of your portfolio.

Metric What It Reveals
Net Revenue & Unit VolumeThe absolute dollar and unit contribution of each SKU to the business
Gross Margin % — Blended & by ChannelWhich SKUs are actually profitable and which routes to market are eroding margin
Velocity (Per Store / Per Listing)How fast each SKU moves — the truest measure of demand independent of distribution
Revenue & Units by ChannelWhether a SKU is weak everywhere or only weak in one route to market
Repeat Purchase RateWhether first-time buyers come back — the clearest signal of product-market fit
New-to-File %Which SKUs recruit new customers vs. which only sell to existing ones
Promo DependenceSKUs that only move on deal — a structural profitability problem hiding in plain sight
Cannibalization RiskSKUs competing with each other for the same buyer, format, or channel position
The Output

Every SKU Gets a Decision.
No Gray Areas.

The audit doesn't end with data — it ends with a clear directive for every product in your lineup. Each SKU lands in one of five buckets:

Bucket 01

Keep

Strong fundamentals across all dimensions. Protect, maintain, and don't over-engineer it.

Bucket 02

Invest

Clear upside with the right commercial support. This is your growth SKU — get behind it.

Bucket 03

Fix

Underperforming but salvageable. Specific repositioning or channel changes can unlock value.

Bucket 04

Harvest

Past its growth window. Minimize support and extract remaining margin before phasing out.

Bucket 05

Exit

Structurally unprofitable or strategically misaligned. Discontinue and reallocate resources.

Vince Andrich
Commercial Operator
& Brand Strategist
25+
Years in CPG
$300M+
Revenue Led

I've spent 25+ years making exactly these decisions inside the growth engines of Quest Nutrition, Bang Energy, and JYM Supplement Science. Not as a consultant — as the operator accountable for the P&L.

SKU rationalization isn't an academic exercise for me. It's how I've helped brands stop bleeding margin on the wrong products and concentrate resources on the ones with the real right to win.

You get that experience applied directly to your portfolio — with a clear answer, not a strategy deck full of maybes.

Quest Nutrition Bang Energy JYM Supplement Science GNC EAS MET-Rx
Right Fit

Who This Is — and Isn't — For.

I take a limited number of engagements at a time. This works best when there's already a real product, real revenue, and a specific problem to solve.

Right Fit
  • Health, performance, or functional CPG brand with 3+ SKUs
  • Existing revenue — you have real data to work with
  • Founder or CEO engaged in the process, not delegating it
  • Feeling the strain of too many products and not enough clarity
  • Ready to make real decisions — including discontinuing products
Not the Right Fit
  • Pre-revenue or single-SKU brands
  • Teams not willing to share sales and margin data
  • Brands looking for validation, not honest analysis
  • Anyone expecting a recommendation to keep everything
How It Works

Structured. Fast. No Fluff.

Free Discovery Call — 30 Minutes

We review your portfolio, your channels, and your current commercial challenges. I confirm fit and scope the engagement to your number of SKUs.

Data Intake

You share your sales reports, channel data, and margin information. The intake is tight — I'll ask for exactly what I need and nothing more.

The Audit

I build your full SKU scorecard, run the analysis, and assign every product to a decision bucket. You run your business while I do the work.

Readout & Decision Log

You receive the full written scorecard, decision log, and action tracker — followed by a 45-minute readout call. You leave knowing exactly what to do next.

Find Out Which SKU
Deserves Your Bet.

Pricing is scoped to your portfolio size. Book a free 30-minute call — we'll confirm fit and scope the engagement together. No commitment required.

SKU Rationalization Audit
Book a Free Discovery Call

30 minutes. We review your portfolio, confirm fit, and scope the engagement. Pricing is based on number of SKUs.

Book Your Free Discovery Call
No pitch. No commitment. We confirm fit before anything moves forward.