The term “recyclable” has long been a buzzword in the food packaging industry. But now consumers and other stakeholders are demanding more than the iconic three-arrow triangle stamped on their hamburger box. 

Challenger brands, which set themselves apart with an intent to bring change to an industry, are driving massive change across the fast-moving consumer goods industry. At the same time, in order to grow their sales these brands are bridging the gap between selling exclusively online and building an in-store presence.

Two unconventional influencers have used social media to amass a loyal following to build multi-million dollar brands based on their unique — and often polarizing — personalities.