$NGTF IRI's 2017 report on consumer goods E-Commerce states that "niche brands are consistently outplaying brands that dominate in the brick and mortar world." Larry Levin, IRI's Executive Vice President of Innovations, has stated that consumers love small brands that make their lives better.https://finance.yahoo.com/news/nightfood-engage-leading-e-commerce-190607938.html
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