SmartSweets expands into video commerce with QVC partnership, expects ‘broader audience’

“Through QVC, SmartSweets will engage with demographics that value health and convenience who are increasingly seeking out new ways to consume content and shopping experiences from some of their favorite brands,” Dorosin said.

Currently SmartSweets is distributed in more than 55,000 stores across the US and Canada and the brand will expand its retail presence through a series of QVC appearances this fall, according to the company.

QVC's parent company, Qurate Retail, historically targeting women aged 50 and older, confirmed its commitment to this demographic during its Aug. 8 earnings call​. Despite this focus, the company reported a 9% year-over-year revenue decline in US dollars, a slight improvement from the previous year’s 10% drop.

While QVC and its sister platform, HSN's, combined existing customer count fell from 4.4 million in June 2023 to 4 million in June 2024, the platforms also experienced growth in new customers, rising from 1.81 million to 1.94 million during the same period. The platforms’ total customer count (existing, new and reactivated) dropped from 8.25 million to 7.92 million during the same period, providing brands an opportunity to capture new audiences, with the potential to increase both their own and QVC’s audience base.

SmartSweets views QVC’s platform as a way to reach a new consumer base and strengthen brand visibility, Dorosin explained.

“This expansion strategy demonstrates the potential of leveraging DTC channels like QVC to complement traditional retail and engage with consumers in new ways. It also highlights the importance of adapting to changing consumer preferences and exploring innovative distribution methods, meeting everyday shoppers where they are and where they consume content the most,” she added.

The brand will feature its new formulas, replacing allulose as a sweetener with isomaltooligosaccharide (IMO)​, for Sweet Fish, Peach Rings and limited-edition SmartSweets x Barbie Pink Lemonade Dream Gummies across live QVC segments and social media campaigns.

SmartSweets prepares supply chain, distribution to handle potential demand increase from QVC shoppers​

 SmartSweets will promote its QVC debut and successive appearances across its Instagram and TikTok channels to engage with live content and behind-the-scenes exclusives, Dorosin said.

“Through these efforts, we will aim to drive traffic to QVC and boost sales while maintaining strong community engagement,” she added.

SmartSweets will take collaborative steps to ensure its supply chain and fulfillment operations are prepared to handle the potential increase in demand from QVC shoppers, Dorosin said.

She added, “We are working closely with QVC to forecast demand accurately and ensure that we are ready to scale up production and distribution as needed to service these new consumers. We will maintain regular communication with QVC to stay informed about consumer response and any potential issues to help us make real-time adjustments to best serve our customers.”                                                

SmartSweets will gauge the success of its QVC campaign and inform upcoming retail expansion strategy by tracking “sales volume and revenue and new consumer acquisition rates,” Dorosin said.