The Hustle - The caffeine microdosing buzz ☕

Happy Trends Tuesday!

Today we’ve got:

• 1 trend alert
• 1 piece of operator wisdom
• 1 startup you should know about

Let's get to it.

🚨 TREND ALERT

While coffee consumption is at a two-decade high, consumers — especially those rebellious millennials — are increasingly opting for lower-caffeine options.

Enter: caffeine microdosing.

As the name suggests, microdosing involves ingesting small amounts of caffeine throughout the day to get all of the pros (energy and focus) without the cons (shaky hands and jitters).

In addition to low-caffeine coffee, novel products are entering the market like caffeinated mouth spray and “microenergy” water drops.

Some other low-caffeine products you could explore to complete the line-up:

• Gummies

• Chocolates

• Snack bars

• Chewing gum

• Sparkling water

(If you do make the chocolates, plz tell us.)

📫 WRITE FOLLOW-UP EMAILS FASTER

🧠 OPERATOR WISDOM

Entrepreneur Kahn Gray recently asked the Trends community for tips on buying a business from a boomer.

Trendsters piled in with great advice, and we’re passing it on:

1. Use a personalized, differentiated outreach approach. Some of the most effective outreach strategies use multiple forms of communication (e.g., handwritten letters, emails, calls) and multiple attempts.
   
   
2. Focus on the relationship, not the money. Many boomers have spent their entire lives building their businesses and nurturing their clients. They want to know they can trust you with their clients and staff after their exit.
   
   
3. Offer to keep the seller engaged in the business. This can reduce their anxiety around selling (and slowing down). Plus, it may have upsides for client retention.

🔥 STARTUP YOU SHOULD KNOW ABOUT

Using breast milk instead of formula is more than just parental preference: The CDC and World Health Organization recommend exclusively breastfeeding for the first 6 months of a baby’s life.

Research shows that breastfed babies have stronger immune systems, lower rates of infant mortality, and less illness overall.

But not every family can provide it — including same-sex couples, adoptive parents, and women who aren’t able to lactate.

That’s where BBy comes in. Find out how this healthtech startup is solving the problem on The Hustle blog.

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