I'm in the food business, I am the head of supply chain
We already offer different flavors of our product, what these guys are doing is going to customers and asking what they want, then coming back and telling us we need to either make the same products in different sizes (which requires quite a bit of investment and engineering) and/or telling us we need to make different flavors (which requires a LOT of engineering) and/or telling us we need to make vegan, gluten free etc. options (which requires a lot of investment, a lot of engineering, and subjecting ourselves to even more audits every year).
Even after I told these guys to stick to the standard product offerings for these small customers, they went off and started planning specs and offerings for other shit. We did land an account recently where this customer agreed to buy full truckloads of our product with bespoke packaging.. but that made sense because they gave us a year-long commitment with the potential to extend it, and they are buying full truckloads of the stuff at a time. These sales guys really think they can take to same rules we applied to a customer like that and apply it to a customer that *might* buy 1/100th of that volume. It's psychotic.