Skip to main content

Misfits Case Study

Misfits began in 2020 with a simple mission: to create indulgent, plant-based snacks that EVERYONE can enjoy—and it didn’t take long for them to scale rapidly.

Amazon Launch Date

October 2021

Their launch started in the UK, in retail shops and on their .com, eventually expanding onto Amazon UK with the support of Kapoq, and then to the Amazon US marketplace.

This year (2022), the operation is expected to hit a lofty goal on Amazon US alone – the first year of their US operation – exceeding annual forecasts and expectations. 

How did they get here?


It took a high quality set of products, a VERY smart team, and Kapoq’s end-to-end Amazon software to empower their operation.

Charlie Benson, Misfits’ Amazon Manager, said, “Kapoq’s tools allow us to digest advertising data and manipulate bids and other advertising parameters at scale far more efficiently than we otherwise could. From automating keyword harvesting (including across ad types), and all the cross-module alerts, to Kapoq’s powerful bid automation, we’re able to get much more done as a direct result of using Kapoq. We find it far easier to work with Kapoq’s software than to use Amazon’s native solutions.”

Misfits utilized Kapoq’s bid automation and other advertising tools to craft an aggressive go-to-market strategy with the goal of penetrating the U.S. market on Amazon, an entirely new market for their products. Because Kapoq augments its sophisticated bid automation with powerful levers that give fine-grained control over bidding behavior, the Misfits team was able to achieve their goal of ranking highly on certain high-volume search terms relevant to their products while maintaining efficient advertising performance.

They’re now one of the top vegan protein bar brands on
Amazon and continue to take the market by storm.

As they acquired new customers throughout the year, the Misfits team wanted to gauge the impact of their advertising efforts in generating new repeat customers. Kapoq’s Customer Order LTV Report provided data on customer acquisition costs and repeat purchase rates that underscored the success of their advertising strategies targeting non-branded search terms in attracting new-to-brand customers who eventually become highly valuable brand-loyal repeat customers. This data instilled confidence with stakeholders and helped leadership make critical business decisions to invest in their growth.