Case Study: Selling Out the First Batch of Cooper’s Kitchen Gummies on TikTok Shop
I am excited to share a recent milestone that also serves as an example of how creative strategy and e-commerce execution can bring a new product to market.
Earlier this year, I launched Cooper’s Kitchen, a plant-based gummy brand based in Atlanta, Georgia. The goal was to create a clean-label snack made with real strawberries, lemon juice, and Georgia honey. Unlike traditional gummies filled with corn syrup and artificial flavors, these were designed to be functional and fun — a healthy snack with only 5 calories per gummy and 94% of daily Vitamin C per serving.
The challenge was clear: how do you take a completely new CPG product and get traction quickly with limited budget?
The Strategy
Product Positioning
Focused on differentiating from mainstream candy by highlighting “real fruit, real function.”
Built messaging around clean ingredients, health benefits, and low calories.
E-Commerce Launch on TikTok Shop
Chose TikTok Shop as the first sales channel to leverage short-form video and the platform’s integrated checkout.
Created content that blended storytelling with product education (showing the gummy-making process, highlighting key health benefits).
Community + Local Activation
Partnered with local shops in Atlanta to carry the first jars.
Built early demand by connecting with neighbors and the local food community.
Bundles and Promotions
Tested flash sales and multi-jar bundles to drive higher conversion rates and spread out shipping costs.
The Results
First batch completely sold out on TikTok Shop and through local sales in Atlanta.
Conversion rate on TikTok Shop was above industry average, driven by authentic product content.
Local placements (Jake’s Ice Cream & Coffee Shop in Hapeville) created community validation and expanded brand awareness offline.
Early customers provided feedback that confirmed product-market fit and guided the next production run.
Key Takeaways
Content is commerce. TikTok is not just a discovery platform; it is a full e-commerce ecosystem where authentic storytelling drives sales.
Local + digital creates momentum. Selling both in Atlanta shops and online built credibility faster than relying on one channel.
Small wins matter. For CPG startups, a sold-out first batch proves demand and provides leverage for future retail conversations and partnerships.
Why This Matters
For me as a marketer, this project demonstrates how to take a brand from idea to market by combining:
Product development
Brand storytelling
Local partnerships
Paid and organic TikTok e-commerce
Cooper’s Kitchen is still at the beginning of its journey, but the first sellout is proof that the model works. It also reflects the broader opportunity for brands to use TikTok Shop and e-commerce platforms strategically to scale.
Want to talk about how these strategies can apply to your business? Send an email to jpollak0288@gmail.com for a free consultation.
