Supernatural x Glimpse
Read on to find out how a fast-growing natural foods business is doing more with less by offloading distributor and retailer deductions to Glimpse.
Red dye number who?
Demanded by children just as much as it’s adored by parents, Supernatural has been on an incredible run, disrupting the dessert decorations category with better-for-you ingredients that make parents and kids feel good.
Carmel Hagen always knew that artificial colors, preservatives and other controversial ingredients have ties to ADHD, illnesses and worse. For this reason, Carmel chose to build Supernatural's products using vegan and allergy-friendly ingredients with colors made from plants instead of chemicals. She also chose to incorporate other meaningful improvements over existing products by manufacturing in the United States and partnering with vendors known for traceable sources.
As the business took off, Carmel brought in Tiffany Nilles to oversee sales. Tiffany has been growing and scaling businesses across the CPG supply chain for 15 years now and knew she needed to put systems in place to future-proof Supernatural and capture the insane demand.
What do you mean, automated?
Tiffany knew that Supernatural's continued growth would only make it more important to stay in control of the deductions, chargebacks, and hidden fees involved retail distribution.
The team had been managing deductions manually, a process that Tiffany knew would never scale with the growing demand for Supernatural’s products in retail stores across the country.
Tiffany and Carmel heard about Glimpse through Jeff Mangiacolo from Assembled Brands.
After speaking with Glimpse CEO Akash Raju, it became a no-brainer for Supernatural to partner with Glimpse and transform deductions from a cost center to a profit center.
Being able to step back from day-to-day management of deductions is what enables fast-moving CPG brands like Supernatural to do more with less.
This is made possible through Glimpse's in-house team of highly experienced deductions experts using expert playbooks and cutting-edge AI to manage, dispute, and win back invalid deductions for more than 100 brands.
“Supernatural is a company committed to continuous improvement. Managing and understanding our deductions has become a key focus for improving profitability. Glimpse plays a pivotal role in this effort, transforming complex deduction data into clear visual charts and actionable insights. This tool allows us to quickly pinpoint where our money is going, helping us make data-driven decisions that will position us for long-term success.”
Tiffany Nilles
National Sales Director, Supernatural
Is it hard to get onboard?
Software in the past used to be a really heavy lift to set up (anybody who’s gone through an ERP implementation or ecomm replatforming can attest). But Glimpse is a fully done-for-you-service, meaning the brand doesn’t have to do any of the work.
We think fast-moving CPG teams deserve to get manual deductions work off their plate so they can focus on being human – growing the brand movement, selling into new accounts, and building the business.
You can think about Glimpse as a bunch of tiny little AI guys that scan through every single remittance from KeHE and UNFI to make sure you’re not leaving money on the table. The little AI guys check every single deduction against your trade agreements and freight docs… and proactively file a dispute with the distributor when something doesn’t match up.
All the while, there are humans in the loop. Our in-house expert deductions analysts monitor progress, optimize systems, as well as bring strategy and guidance to brands on regular check-in calls.
What are the customers saying?
Since launching in April 2024, more than 100 fast-growing CPG brands have started working with Glimpse already (writing this in Feb 2025). Check out some client quotes below.
"Glimpse has been fantastic to work with. When we heard about Glimpse at Newtopia Now it was just a no-brainer to start automating our deductions.
It's comforting to know we have a team defending us against invalid chargebacks."
Rudy Aldana,
Co-Founder, Parch Spirits
"It's just so comforting knowing that we have you guys overseeing all of our disputes.”
Tiffany Niles,
National Sales Director, Supernatural
“We have been utilizing the Glimpse platform for the past 6 months to put our deductions on autopilot and the results have been immensely exciting!”
Emily Griffith,
CEO, Lil Bucks
Kevin Lee,
Co-Founder, Immi Eats
“Everyone use Glimpse for their trade deduction needs!”
Automate KeHE & UNFI
deductions with AI
Glimpse automatically pulls in your deductions, disputes invalid deductions on your behalf, and streamlines the reconciliation process faster and cheaper than any alternative.
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