Maha reshales Amazon and other supply chains for products for packaged products to consumers more than prices at the moment

Keychain, a supply platform fueled by AI which serves some of the world’s largest brands and retailers, notably in WHOLE FOODS from Amazon, 7-Eleven and General Mills, saw an increase in projects reported as “natural” of 6.81% in August 2024 to 21.7% by February 2025, according to the company data.

The founder and CEO of keychain Oisin Hanrahan said Fortune Companies and stakeholders in the CPG in industry are now “more focused” on the influence of RFK Jr. and the Maha movement than on prices.

“From where we sit on the keys and the conversations that we have daily, Maha resumes the way CPG companies think of formulation and marketing, in particular what matters as” natural “,” said Hanrahan in an exclusive interview.

For the supply platform, projects classified as “natural” include keywords such as: natural, clean ingredients, clean label, no artificial ingredients, no artificial flavors, organic ingredients, better for you, non-GMO and no seed oil. RFK Jr. previously said that the Americans were “poisoned without knowing it” by seed oils, despite scientific research refuting this assertion.

The keychain has counted more than 10,000 natural projects for each of the last three quarters, which represents more than $ 3 billion in value.

Titans and producers of processed products modify advertisements and products to take advantage of the Maha movement, which, in some cases, has led to sales jumps, THE New York Times recently reported.

Keychain, who has just ended a financing tour of the 30 million dollars B series led by Wellington Management and the existing cash register group, serves eight of the 10 best American retailers as well as small businesses. Hanrahan said everyone wanted a piece of the Maha pie.

“Brands actively rethin the supply strategies, in some cases, moving to new manufacturing partners to meet the” natural “positioning requirements,” said Hanrahan. “It’s not a small task.”

The supply of reformulated ingredients, in particular those that respect a “better for you” threshold is often accompanied by longer delivery times, higher costs or the need to fully reorganize supply chains, said Hanrahan. In particular, small brands that seek to modify their products feel the hardest, without the financial and operational flexibility of CPG giants.

Even for the best retailers, a quick adaptation is the key to staying relevant.

“The big brands could be better positioned to absorb these costs or these time of gap, but even they feel pressure to move quickly and avoid delay in the account of the consumer,” said Hanrahan.

But brands are not only trying to take advantage of the health trend, they also look at a regulatory calculation in progress.

The administration of former President Joe Biden prohibited red dye n ° 3 in January just before leaving his duties, but Trump moved in April to accelerate the quarter of work as part of a greater ephemeral oil dyes based on American food supply.

Keychain’s real -time research data and research tools have allowed private brands and labels to dissect their source at the most granular level, Hanrahan said.

“There is more concentration now, not only on the search for an American manufacturer, but on the rupture of each component – manufacturing, ingredients, packaging – in its origin and its compliance,” said Hanrahan. As the Maha standards are tightening, the brands have turned to double-source or double-manufacture strategies, a change seen for the first time during the COVVI-19 pandemic.

As for price changes from the quarter of Maha, Hanrahan said that the counter-relocation will most likely maintain the price of food stickers.

“Return to more natural ingredients in fact reduces the cost, in some cases, of raw ingredients and the bill of materials,” he said. “But the shelf life decreases and the production costs increase, which means that you need better logistics and cooler supply chains.”

Some manufacturers and brands are ready to jump for fear of losing consumers concerned with their health and imminent regulatory changes.

After months of urgent responses to commercial prices and disturbances, action and anxiety in CPG conference rooms are now moving to food regulations – which is banned, reclassified or decomposed afterwards.

“The market already behaves as if the rules were there,” said Hanrahan. “Brands that cannot maintain the risk are left behind.”