Nearly three years ago, Saar Gur and Matt Heiman wrote about how early-stage consumer product companies were overlooked by venture capitalists, but had the potential to create breakout success. At the time, VCs largely shrugged off the category by pointing to the lack of sizable outcomes in the consumer vertical and the difficulty of predicting which brands would be successful. These startups are taking advantage of not only the changing habits of millennial consumers, but also the ability to reach those consumers and build brand awareness through under-exploited digital marketing channels. Read more>>