B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
$18
$18 -- customer acquisition cost for CPG brands (Vital Proteins benchmark) (2025)
In the early days of Vital Proteins, customer acquisition cost (CAC) was $18.
- Historical benchmark from early days of Vital Proteins
- Anecdote shared by former CEO
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
$18
Unit
Currency Usd
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Naturally Chicago Innovation Forum panel (Tracey Halama)
Primary
Tier C
https://www.naturallychicago.org/blog-2/navigating-the-cpg-funding-landscape-insights-from-our-innov… ↗
Source Article
Navigating the CPG Funding Landscape: Insights from Our Innovation Forum Panel
Navigating the CPG Funding Landscape: Insights from Our Innovation Forum Panel
The landscape for consumer packaged goods (CPG) investment has undergone a massive transformation over the last few years. To make sense of where the industry stands today — and how emerging brands can successfully naviga…
Original Research
Naturally Chicago Innovation Forum panel (Tracey Halama)
· Original study ↗
Methodology
Panelist anecdote citing Vital Proteins early CAC vs current CPG CAC range ($60-$100); range noted
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
CPG brands (Vital Proteins benchmark): $18 customer acquisition cost. Source: Naturally Chicago Innovation Forum panel (Tracey Halama) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/cpg-customer-acquisition-cost-increase
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<blockquote cite="https://lighthousedata.io/data/cpg-customer-acquisition-cost-increase" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>$18</strong> -- customer acquisition cost for CPG brands (Vital Proteins benchmark)<br><small>Source: Naturally Chicago Innovation Forum panel (Tracey Halama) (2025) · <a href="https://lighthousedata.io/data/cpg-customer-acquisition-cost-increase" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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