FRANK

In July 2026, FRANK concentrated 78.25% of sales in Oil, with Capsules at 21.75%, as Oil grew 89.03% year over year and 10.67% month over month while Capsules expanded 34.08% month over month off a newer base with no year-over-year comp. The average price fell 9.77% year over year to $40.93 even as brand sales rose 141.57% year over year, and within mix Oil carried a higher average price at 44.73 versus 31.33 for Capsules, pointing to volume-led gains rather than price. With Oil ranked 5 in Alberta and Oil share at 78.25%, the pattern implies FRANK is scaling primarily through Oil velocity while selectively accelerating Capsules to diversify without diluting its price ladder.

The mix shift and pricing indicate FRANK is leaning into an accessible-price strategy to drive trial in Oil while using Capsules’ 34.08% month-over-month lift to hedge category risk; two price tiers (44.73 in Oil and 31.33 in Capsules) provide laddering that can protect rank 5 in Oil in Alberta and lift overall throughput. Because Oil’s 10.67% month-over-month growth trails Capsules’ 34.08% and holds a much larger 78.25% share, incremental gains in Capsules can raise total basket penetration without overexposing the brand to further 9.77% year-over-year average price compression, implying a positioning that trades some margin for share capture now while building a second pillar for future category balance.