Harry's and Coterie owner Mammoth Brands has ambitions to be the next CPG giant

Mammoth Brands wants to take on traditional consumer packaged goods companies, armed with a portfolio of disruptors in the personal and baby care categories that have won over consumers and retailers alike. For the last decade, upstarts like those owned by Mammoth have challenged the relevance and longstanding dominance of legacy giants like Procter & Gamble , Unilever and Kimberly-Clark . The trend has also played out across packaged food and beverage companies, like Poppi and Olipop taking on Coca-Cola and PepsiCo . Consumers' loyalty no longer draws on just brand recognition. Newcomers can offer shoppers something different: better prices, higher quality or fewer ingredients that scare them. "A lot of these companies call these smaller brands 'ankle biters' — tells you exactly what you need to know about how they view the threat," said Nik Modi, co-head of global consumer and retailer research for RBC Capital Markets. "But I think that they're taking it a lot more seriously. I think it's gotten to a tipping point." With brands like Harry's razors, Lume Deodorant and Coterie diapers, Mammoth is reshaping the consumer goods landscape, and it has ambitious plans. "We're trying to build a leading modern [consumer packaged goods] company, like if Procter & Gamble and Unilever were getting built today," Mammoth co-founder and co-CEO Andy Katz-Mayfield told CNBC. …