SNAP Supplements is a great example of a brand that knows how to turn its direct-to-consumer success into brick-and-mortar retail deals. The brand's huge exposure on TikTok has not only boosted sales on the social media platform’s e-commerce platform TikTok Shop, but, as Director of Retail Sales Doug Clemons has demonstrated to retail buyers, it helps to drive new customers into the store to seek out its cardiovascular and prostate health products.

I first met Clemons at ECRM’s Vitamin, Weight Management & Sports Nutrition Session last year, where I was introduced to his line of nitric oxide supplements, and as someone who works out regularly and consumes a ton of blogs and podcasts on wellness, I can tell you that the benefits of nitric oxide are all the buzz lately.

Not only are you hearing about how it helps lower blood pressure, and boosts performance in the gym, but there’s also a lot of talk about how it helps in the bedroom too (what helps with circulation in the muscles helps in other areas, as well). What I can tell you is that since taking the SNAP Heart Beets Soft Chews over the past three weeks, my daily blood pressure numbers are an average of five to 10 points lower, so they've certainly made a fan out of me!

I sat with Clemons at ECRM's Total Wellness: GLP-1, Weight Management, Nutrition & Vitamin Session last month in Chicago to get some background on the brand, and dig into what drove the successes from his buyer meetings from that September Session.

Why Nitric Oxide Supplements are Trending

A major driver of SNAP’s growth is the consumer's growing interest in nitric oxide. Acting as a vasodilator, it relaxes arteries to improve blood flow, which supports everything from cardiovascular health and blood pressure to energy levels and sexual wellness.

"Nitric oxide is really a miracle ingredient and it's rooted in science," says Clemons. "The discovery of nitric oxide actually won the Nobel Prize. We live in a country where a lot of people struggle with blood pressure and there's a lot of people who look for natural alternatives to pharmaceutical products. Nitric oxide is a vasodilator, it relaxes your arteries so your blood can flow better. And if your blood flows better, you naturally feel better. So the side effect of this vasodilation is it lowers your blood pressure naturally."

Clemons notes that SNAP distinguishes itself through the potency and delivery format of its supplements. Following are some of its top-selling nitric oxide products:

• Heart Beets Chews: Featuring 5,000mg of beetroot, making it the most potent beet chew on the market, according to Clemons.
• Nitric Oxide Powder: A more rapidly assimilated format with almost 8,000mg of beetroot.
• Nitric Oxide Booster: A capsule-based formula leaning into amino acids like L-arginine and L-citrulline for stamina and pre-workout energy.

SNAP Supplements' total lineup spans a variety of men's and women's health supplements, sports nutrition, and also a line of supplements for prostate health. 

From Viral Trends on TikTok to 8,000 Retail Doors - Via ECRM

While SNAP Supplements has been around for seven years, its trajectory changed dramatically with the rise of its activity on TikTok (the brand does $40 million a year in sales on TikTok Shop, where several of its supplements hold the No. 1 spot). This digital momentum has acted as a springboard for the brand's omnichannel success in retail, according to Clemons.

"We are a top five brand on TikTok shop and the number one men's health brand on TikTok," says Clemons. "We have the number one nitric oxide formula on there, which is our nitric oxide booster. We have the number one prostate health formula on there, and we have the number one nitric oxide powder on there. So it's been growing rapidly, and it's the success we've had on TikTok that's allowed us to be more successful in brick and mortar. People are coming to these stores saying, 'I've seen it on TikTok. I'm looking for it here.'"

Indeed, in less than three years, SNAP has expanded into 8,000 doors, securing national placement in major retailers, with several of these deals originating from a meeting at ECRM Sessions. "ECRM was really instrumental in getting us into The Vitamin Shoppe nationally, where we have many of their top category movers now," says Clemons. "It was instrumental in us launching into Meijer. It really helped us to extend our placement into GNC. So it's just been such a fantastic experience to be able to sit down for 10 to 20 minutes with the key buyers, come away with the information necessary to get the product on shelf and ensure it's successful."

The Secret to Retail Success: Support the Shelf

While ECRM Sessions place SNAP in front of the right decision-makers, it’s up to the brand to build and develop that relationship. One of the key ways in which Clemons accomplishes this is by showing the retailer how they will drive velocity at the shelf.

SNAP’s strategy for this includes:

• Data-Driven Stories: Using syndicated data like Nielsen or SPINS to show buyers exactly how the brand performs.
• Influencer Support: SNAP sends TikTok influencers into physical retail locations to film content and drive their followers to those specific stores.
• Aggressive Promotion: Utilizing TPRs (Temporary Price Reductions) and scan allowances to lower the barrier for new customers.

"The main thing with preparedness here is you really got to know your product," says Clemons. "You have to be able to make your value statement. You have to not only understand your brand, but every single other brand that's in that space, and what makes you different? Why is a customer going to reach for this product instead of the next product?"

Clemons also takes advantage of all of the networking opportunities available at ECRM Sessions, to make long-lasting personal connections.

What’s Next for SNAP?

The brand is just getting started. SNAP recently launched a chewable version of its top-selling prostate health formula, which went viral on TikTok within two weeks of its release, so no doubt it will be yet another product people flock to the stores to pick up. As the line between online and offline continues to blur, SNAP Supplements provides a blueprint for how brands can use digital dominance to fuel long-term retail stability.

Watch my full video interview with SNAP's Doug Clemens below!