Report: Fly By Jing, Golden Ratio Among Fastest-Growing D2C Brands

Maybe they aren’t sports bras or vitamins, but food and beverage brands are establishing a presence among the country’s fastest-growing direct-to-consumer companies. Fly By Jing, Tea Drops and Golden Ratio were among the CPG names to feature in the top 25 fastest-rising D2C brands in Q4 2021, according to new research by Similarweb.

The firm’s quarterly survey measures the performance of over 2,000 brand-owned websites with at least 10,000 monthly visits. While apparel/fashion and home & appliance categories drove the majority of growth, food and beverage companies also reported significant growth in website traffic during Q4 2021.

Within that mix, spices, hot sauce and beverages were the big winners, according to the report. The brands tracked in the report — Golden Ratio (+247%), Fly by Jing (+216%), Tea Drops (+169%), Fuego Box (160%) and Copper Cow Coffee (+150%) — generated a majority of their respective traffic through direct and organic search channels in the U.S. “This suggests that the cost to acquire a new customer may be less than other competitors,” the report noted.

Broken down further, the report shows that Golden Ratio, makers of low-acid ‘gold’ coffee, had over 100,000 average monthly visits to its site during the quarter, good for tenth on the Top 25 list. Out of the food and beverage brands listed, Golden Ratio reported the largest share of traffic from organic search channels.

Convenience was also a factor for brands like Vietnamese pour over coffee kit brand Copper Cow, with around 150,000 average monthly visits, putting it at 21st position. Elsewhere, Vine Box, a wine subscription service, saw its average visits reach 97,000, with a majority of its traffic coming via referrals, and instant tea tablet Tea Drops recorded around 308,000 average visits, primarily from social channels.

Meanwhile, Fly by Jing, makers of a variety of Asian-inspired condiments and ingredients for use at home, is one example of a D2C brand that has enjoyed a lift from the trend towards cooking and eating at home. The brand saw its average monthly visits hit 165,000 during Q4 2021, with the majority coming from direct search channels. Hot-sauce-of-the-month-club Fuego Box recorded around 70,000 monthly visits during the quarter.