Caroline Baume

In a world of rapid changes and where transformations have become the norm rather than the exception in business, it is critical to build this muscle, not only for the ones being impacted but also for those in charge of leading and working on the transformations. And on a personal level, lot of pride listening to ANNICK TOLLENBOOM 😉 #transformation #leadingchange #transformingtransformations #humanatthecenter

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As marketeers, it’s our job to make sure sustainability is woven into everything we do, not as a one-off, but as an ‘and’, not an ‘or’.   So how do we support the Diageo Marketing community to talk about sustainability in a way which is accurate, true and authentic?   Sharing my thoughts in the @MarketingWeek article below   #Sustainabilty #Marketing #Creativity 

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Strasbourg Plenary session : if you don't post, your visit is not complete! I've come to Strasbourg to introduce FoodDrinkEurope to some new MEPs and to catch up with + present our priority messages to returning MEPs and APAs. What were those messages? ➡️ Food and drink manufacturing is part of a value chain. We call for policymakers to adopt a "value chain" approach when developing policy and legislation. ➡️ Food and drink processing represents the largest manufacturing sector in Europe. We want to be consistently recognised as a strategic sector. ➡️ FoodDrinkEurope remains supportive of the green transition, but calls for a constructive dialogue on the instruments, financial needs, collaborations and market conditions to accelerate this transition. ➡️ European agri-food should not be victim of commercial tensions that have nothing to do with our sector. ➡️ When discussing the EU industrial competitiveness (or lack thereof), we want policymakers to remember that we are part of this debate. Our industry has to do with traditions (culinary ones), cultures and has a centuries-long history, but it's also an industry that invests in research, innovation and development and that is crucial for the future of each individual European.

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🔍 Avoiding Failure in Innovation: Insights from Prof. Joachim De Vos 🔍 Happy Tuesday! Prof. Joachim De Vos shared powerful insights on why innovation efforts often fail. His book, Why Innovation Fails & 7 Keys to Success, outlines the critical factors needed to ensure success in evolving markets. 🎯 Top Lessons from Prof. De Vos’ Book: 1️- Vision and Focus: Innovation fails when it lacks a clear purpose or direction. 2️- Collaboration: Foster an innovation-friendly culture by breaking silos and promoting teamwork. 3️- Adaptability: Stay agile and prepared to pivot when the unexpected happens. 💡 Quote from the Book: "Innovation fails not because of bad ideas, but because of the inability to adapt those ideas to dynamic realities." 📖 Today’s Thought: How do you align your innovation efforts with your organization’s long-term vision? #WhyInnovationFails #Leadership #StrategicInnovation

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The HEINEKEN Company acquires stake in hard seltzer brand Stëlz in Netherlands Honestly a bit surprising considering how much shares hard seltzers have been able to capture in Europe over the last years, including when pushed by large players (cf. Coca-Cola experience with Topo Chico) but likely a good inexpensive way for HNV to complement their portfolio & test further the water at a time beer volume in Europe (but not only) remains under pressure In the details: Hard seltzer brand Stëlz was founded by Milan Voet and Glenn Cornelisse in 2020. The brand’s flagship range consists of 4.5% abv hard seltzers but the business also produces canned cocktails at the same strength Stëlz said hard-seltzer consumption in the Netherlands was growing and that it expects the drinks to account for 18% of RTD sales in 2028, up from 13% last year. Other shareholders in Stëlz include the music company ID&T – with which Stëlz has an exclusive supplier deal for festivals – and event planning service This Is Live. Maarten Schuurman, the MD for Heineken's business in the Netherlands, said: “It is admirable how Stëlz has secured a unique position with their hard seltzer in a short time. On one hand, it's about the product, but it’s especially about how Stëlz markets it in their own distinctive way: direct and straightforward, with a keen sense of the current zeitgeist and the moments when you enjoy a hard seltzer.” Last year, Heineken acquired a minority stake in Served, the UK ready-to-drink brand co-founded by pop star Ellie Goulding. Served sells a namesake range of hard seltzers aimed at consumers seeking “a modern, health-conscious, social lifestyle”. Interesting to see how this will unfold in the coming quarters/ years 𝗧𝗼 𝗿𝗲𝗮𝗱 𝗼𝘂𝗿 𝗹𝗮𝘀𝘁 𝗙𝗠𝗖𝗚 𝗠&𝗔 𝗽𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻: https://lnkd.in/efD5RNWX 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀/ 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿, 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀: 𝗠𝗮𝗻𝗮𝗴𝗶𝗻𝗴 𝗙𝗼𝗿 𝗚𝗿𝗼𝘄𝘁𝗵 - https://lnkd.in/ea4gy65y #fmcg #cpg #beer #hardseltzer Carlsberg Group AB InBev Molson Coors Beverage Company PepsiCo The Coca-Cola Company Coca-Cola Europacific Partners Diageo Pernod Ricard https://lnkd.in/epKcU6Xv

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“What’s good for society is good for business, and our associates, our suppliers and our consumers know this.” 💪 Read the full interview our Chief People Officer for PepsiCo #Europe is speaking about at UNLEASH in Paris this month. Dannii will explore the importance of workplace culture, talent development, and diversity, and how prioritizing people is key to driving success. 🚀 Check out the full interview here https://lnkd.in/giqtSbne and see you in Paris!

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Yes! Nestlé will continue to support Nutri-Score in Europe and we will be transitioning to the new algorithm on our labels by the end of 2025. Why do we support Nutri-Score? Our goal is to continue to encourage consumers to use it as a tool for making informed decisions for healthier and more balanced diets, by providing clear and transparent nutrition information about our products. It is also in line with our target to grow the sales of more nutritious products by CHF 20-25 billion by 2030. Nutri-Score remains a core pillar of our Portfolio Transparency Reporting.   Why it matters? Nestlé was one of the first adopters of Nutri-Score in Europe in 2019, and since then it has been implemented on thousands of Nestlé products throughout continental Europe where governments are supportive and consumers familiar with the system.   This is why I participated last April to the Belgian Presidency of the EU’s Scientific Symposium on Nutri-Score and had the opportunity to exchange with Prof. serge hercberg on the importance of transforming Nutri-Score into a public-private partnership. We join the call of the Symposium to the incoming European Commission to resume the discussions on a single EU-wide front-of-pack labelling scheme in the next mandate, to help consumers across Europe make better informed decisions for healthier and more balanced diets. Deep-dive on why we support Nutri-Score here: https://lnkd.in/eDH-S263. #WeAreNestlé #NutriScore #Nutrition

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At PepsiCo we’re not afraid to push the limits of what’s possible. Case in point: Who ever thought that a #Pepsi can could become a digital platform for sharing exclusive content!   One of the main conversations here at Cannes Lions International Festival of Creativity is how brands tell new stories, to new audiences, across new platforms. I think it has something to do with the relationship between #marketing and #design, and to me, that relationship is all about #creativity, #innovation, and #passion. Finding touchpoints and moments where we can come together and riff on new ideas is what it’s all about – and that’s how the Pepsi Smart Can was born!   With this first-of-its-kind technology, we're driving distinctiveness and bringing new fans into Pepsi’s world, creating more meaningful engagement via a global network of creators who can share their experiences and passions – sport, music, gaming -- in this totally new and novel way. The can's beautifully-designed 360-degree wraparound screen will bring the content to life – a “CANvas” of self-expression!    The Pepsi Smart Can was created entirely with our #Thirstyformore fans in mind, and it wouldn’t be possible without Mauro Porcini, Stephen White, Michael Castellon, Karolis Antanenas, Eric Melis, Gustavo Reyna, Adam Wróblewski (he/him), and our amazing marketing and design teams in Dublin! And this is just the beginning...     #CannesLions2024 #PepsiCoProud

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🌱 NEW sustainable investment opportunity! Tiptoh is setting new standards in plant-based milk for professionals, with rapid growth and international potential. 1️⃣ Strong market entry: over 200 B2B customers in Belgium and 10+ distribution partners secured in less than a year. 2️⃣ Growing market: positioned in Europe’s booming plant-based milk sector, expected to double by 2029. 3️⃣ 45% tax shelter advantage: benefit a tax shelter reduction of 45% of your investment during your next tax return. ❗ Investing carries serious risks, including partial or total loss of capital. Please read the Key Investment Information Sheet and the Risk factors and complete your profile before investing.

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Do you know how your competitors are positioning themselves in the market? With 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 deals and 𝗖𝗵𝗿𝗶𝘀𝘁𝗺𝗮𝘀 festivities around the corner, the holiday season is the perfect time for indulgence—and chocolate is leading consumer spending trends during this festive period! Our report analyzes the performance of 10 leading chocolate brands and highlights the trends capturing audience attention: ✅ 𝗛𝗶𝗴𝗵-𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀: TikTok and Instagram are essential for connecting with younger audiences. ✅ 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗢𝘃𝗲𝗿 𝗤𝘂𝗮𝗻𝘁𝗶𝘁𝘆: Brands like Feastables are outperforming traditional giants by focusing on fewer, high-impact posts. ✅ 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗩𝗮𝗹𝘂𝗲𝘀: Organic and sustainable products are winning loyalty from socially-conscious consumers. 👉 Why does this matter? Decision-makers need actionable insights to craft effective digital marketing strategies. This report delivers exactly that—a detailed analysis backed by real data. 📊 Stay ahead of the competition! Empower your team to make informed decisions in the U.S. market with our full report. Click the link in comments to learn more! #blackfriday #christmas #dataintelligence #dataanalyses #chocloteindustry #holidayseason

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Building the Corporate Affairs team at World Cocoa Foundation I have been asked to reflect on our role in sustainability communications and stakeholder engagement. ‘Working in an organisation like the World Cocoa Foundation, where you engage with various members and stakeholders, you must be open to learning and collaborating while also pushing through with ideas that you believe will drive impact. It’s about having the courage to lead but also the humility to adapt and learn.’ #cocoasustainability #sustainabilitycommunications #corporateaffairs

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A few months ago, our GenAI marketing pilots uncovered some impressive results - reduced concept development time, improved idea quality, faster localizing of adverts. In my piece in Fortune, I explain how these efficiencies will free up time for Reckitt marketers to focus on the strategic, creative, and most productive elements of their role.   And with its potential to make many roles much more meaningful and fulfilling, it’s not just marketing departments who can benefit from GenAI.  It is energizing for teams - and the individuals they are made of - to enhance their own skills at work and feel they are futureproofing themselves for tomorrow’s economy. GenAI is one powerful tool to do that. Read more here: https://lnkd.in/e_r9g6Gx #GenAI #ValueCreation #EmergingTech #Innovation #FutureOfWork #WeAreReckitt

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Are we stepping into the future of packaging with the new Pepsi Smart Can, or are we opening a Pandora’s box of digital overload in our daily shopping experiences? Dive into my latest article as I explore the thin line between innovative branding and consumer overload. Is this the future we want? https://lnkd.in/gcpUgn-a #FutureOfPackaging #DesignThinking

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Calling for FMCG nominations! What's your favourite start-up or independent? Those of you who know me know that I spend time at small independent delis, farm-shop as well as exhibitions like the Food & Drink Expo looking for interesting new products and new start-ups. The vibrancy of our industry is driven by new and by start-ups which deliver up to 50% of our categories' growth. A few favourites … 💐 Bloom & Wild, established in 2013 by Aron Gelbard and Ben Stanway, is an online florist renowned for its innovative delivery flower service which allows bouquets to be delivered through letterboxes. Now expanded across Europe, B&W’s commitment to customer satisfaction is outstanding. Great flowers, great gifts and great subscription service. I love too how they use Mention Me. 🔋 virtue drinks, founded in 2016 by Rahi Daneshmand, is my secret energy weapon. A nootropic, clean energy drink; sugar-free, calorie-free, all natural; each 250ml can provides a natural caffeine boost equivalent to a cup of coffee, sourced from yerba mate. Certified Carbon Neutral, Virtue contributes to rainforest conservation with every can, reflecting its commitment to environmental responsibility and clean, natural energy 💥 😌 Another nootropic, BLOCKHEAD specialises in plastic-free functional chewing gum designed to enhance physical and mental performance. Their product range includes Calm Gum, formulated with soothing CBD botanical extracts to aid relaxation. All products are sugar-free, vegan, and utilise rapid absorption through the gums for swift effects. Regular gum is a single-use plastic, not BLOCKHEAD. 🍽 Waste To Plate is a community initiative in Thames Ditton dedicated to reducing food waste and promoting environmental sustainability. By partnering with organisations like FareShare UK and local businesses, they rescue surplus food and redistribute it to those in need, thereby decreasing landfill waste and providing nutritious meals to the community. Winner-winner-planet-friendly-purse-friendly-dinner! ❣ GenM Official, founded by Sam Simister and Heather Jackson, is committed to improving the menopause by collaborating with brands, retailers, manufacturers to make menopause more visible and better supported. They have identified 48 symptoms of menopause, highlighting the diverse challenges faced during this life stage. To assist consumers in finding suitable products, GenM introduced the “MTick,” a universal symbol for menopause-friendly items across various categories. Find it in Boots UK for example. ☺️ AromaStick AG - another nootropic - specialising in portable nasal inhalers infused with 100% organic essential oils designed to deliver concentrated scents directly to the olfactory system, promoting immediate effects on mood and well-being. The range includes blends for relaxation, focus, energy, balance, each formulated to support specific physical and mental states. Let me know what are your favourite start ups. #TheCPGGeek #FMCG #StartUps

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Not useless at all - this approach is very clever, especially in a Food Solutions context. Heinz has cleverly leveraged its distinctive brand assets to address a common issue faced by the company: restaurants and cafes refilling Heinz ketchup bottles with cheaper alternatives. By creating a label sticker that matches the exact color of genuine Heinz ketchup, Heinz has: 1. Reinforced Brand Authenticity: The label sticker is a visual cue that helps consumers quickly identify genuine Heinz ketchup. This reinforces Heinz's reputation for quality and authenticity, strengthening its brand identity. 2. Protected Brand Value: By preventing customers from being misled by cheaper/ counterfeit products, Heinz protects its brand value and reputation. This helps maintain consumer trust and loyalty. 3. Engaged Consumers: The label sticker has generated significant buzz and discussion on social media, demonstrating Heinz's ability to engage consumers in a creative and relevant way. This has helped to increase brand awareness and visibility. 4. Demonstrated Commitment to Quality: The label sticker shows Heinz's commitment to maintaining the integrity of its brand and products. This reinforces Heinz's position as a leader in the ketchup market.

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Plant-based food: an ongoing transition across Europe 🌍 The transition to more sustainable eating habits is now unavoidable. Countries such as Germany and Spain are leading the way, with almost 20% of their populations adopting a more plant-based diet. Greece also stands out, with over a quarter of consumers adopting a flexitarian lifestyle. This trend is gradually spreading across Europe, highlighting a paradigm shift towards a more responsible and balanced diet. At Bonduelle, we are convinced that this transformation is essential, not only to meet today's food needs, but also to build a more responsible and balanced future. Plant-based food is a strategic lever for achieving this objective: it enables us to reconcile the environmental challenge with consumer expectations. We are determined to make an active contribution to this development, with the ambition of making plant-based food more accessible and tastier, for the well-being of the planet and future generations. 🌱 #LaNatureNotreFutur

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