Sometimes a tree can thrive in dry, tough conditions where others can’t. Similarly, some brands have the strength to succeed even in dying categories. Take a look at @Kodiakcakes, the leading protein pancake mix (and more) that is thriving even in categories that have declined for years. Brands like @Kodiakcakes are strong enough to command a price premium and bring in new consumers to the category. Eventually, the old legacy brands will die off and KodiakCakes will kick-start category growth as it becomes the defacto mega-brand leader for millennial moms.