Chris Lansing

Interesting take on the battle for consumers during months like Sober October and Dry January from Stephanie Cain 👇 Her commentary below with link in comments 🍻🥂🍹 The wine industry has launched an assault on #SoberOctober and non-alcoholic beverages as if the sole existence of the booze-less category is to put a hit against wine. With its new campaign, Come Over October, wine folks are declaring you should grab a glass instead of going sober, because wine brings people together. Instead, #wine should really be looking at their core messaging because that's why wine is declining. At the #ComeOverOctober kick-off party, I had a conversation with a salesperson of a wine distributor. He attempted to be ok with the evolution of wine by explaining that ready-to-drink, single-serve wine brand, BeatBox, marketed to the 21 to 25-year-old set, was crushing the market. He was all for it. While the brand has wacky flavors like blueberry lemonade wine, he felt that every wine consumer “starts somewhere.” It was promising to him because he said they would “continue their wine journey” and start “drinking real wine.” So many problems here but here is the big one: They don’t often continue the wine journey. News flash, wine people! Consumers don’t have time. We don’t desire it. We want to build connections, not spend the evening only discussing what we want to drink. We have jobs and travel and bills to pay and kids and dogs and aging parents and hell, we just want to buy a house. We have no job security. We have been hit with recession after recession. Right now, inflation is making our groceries cost some 40% more. You really think we are jumping at the time-consuming task of learning about wine? Get real. We’ll grab a #Martini. And start ranting. Which is exactly what I'm doing in today's The Mad Ones 👇 Link in comments. #health #wellness #marketing #alcohol #alcoholfree

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UNFI just reported a surprisingly good Q3. Everyone in our industry should be celebrating. Their earnings call outlined how their larger Natural/Organic/Specialty accounts (WFM/TFM/GFH) are performing well. It’s a good thing, that these accounts are continuing to perform well and showing consumer resilience against persistently high pricing. This opens more innovation into more doors, and allows for the transfer of market share from Big CPG to emerging brands. It’s also a good thing their simplified fee structure (SSA) is paying off and producing more sustainable EBITDA rates for them because the stability of their supply chain network is important for retailers. There’s a nascent cottage industry built around helping small brands navigate UNFI’s “deduction” process. It’s important to understand that this 7% “Inside Income” forms the basis of their core profitability model. Nobody is going to “outsmart” or “outhustle” that 7% model long-term. Every brand signs the Policies and Procedures document and the details are all in the minutiae there. It’s important to understand that UNFI does not make its profits selling product…they earn more than 100% of their EBITDA by BUYING product. Their fees aren’t “predatory” they are just optimized for mature, larger brands who make up more than 80% of their sales. If you want a simplified no deduction model, and you don’t want to have to patchwork together 5-10 smaller distributors to reach national scale, you should work with us instead. We only make money when we sell product and we only work with emerging, growth brands. ALL of our fees are posted on our website, and we explain them to every brand that onboards with us in a 30 minute call. We can onboard you by the end of the day today if you want. Otherwise, UNFI is a very competent incumbent, and they are here to stay. Pod Foods #innovation #unfi #grocery

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“Growing a CPG company, especially in the food and beverage space, ‘is astronomically harder today,’. ” Paul Voge you said it, man. So many truth bombs dropped in this article about the challenges and difficulties growing and scaling a CPG brand in today’s world. The cruel reality is that it takes a whole lot of money or a whole lot of time (and most times both) along with a fair amount of luck to have a chance at making it. If you dont have a ton of money then you better have a ton of time, some good fortune, and a product that can withstand many changes of the seasons (and "trends"). For most emerging brands today its all about survival and just finding a way.  There are lots of traps out there– lots of shiny objects– lots of vanity metrics hoping to be noticed and cared about–but at the end of the day sometimes its just about living to see another one. Here’s to all you day-to-dayers and week-to-weekers out there that are all just finding a way. Keep finding it.

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I’ve been a part of hundreds of NPD and innovation sprints throughout my career...and it seems to never fail that a CPG industry colleague asks me about my personal flavor preference. If they knew my favorite childhood pop growing up was Squirt or that I probably ate my weight in orange and lemon Starburst...it would be a silly question to ask! Even as an adult kid…my go-to powdered supplements, hydration beverages, or energy drinks usually center around citrus flavors. I’m mentioning all this because you’d think, a citrus lover like me, that I would be acutely aware of Matt McLean and his company Uncle Matt's Organic. But with the decadelong massive proliferation of products/brands across the different functional CPG categories that I deeply analyze…it unfortunately creates blind spots. Though that’s the great thing about these conversational content pieces… I get to find those fascinating individuals that are indirectly related (but pivotal) to my core functional CPG categorical focuses. And I think you’re going to love hearing Matt’s inspiring entrepreneurial story that spans a quarter-century… - family farm side hustle that grows into a national CPG brand - gets acquired by Dean Foods - buys Uncle Matt’s Organic back several years later during the Dean Foods bankruptcy Moreover, Matt explains how he "leads from the front" to push the citrus industry forward...whether that's: - helping solve the citrus greening disease challenge - organic and regenerative agriculture practices - innovation product in a "health and wellness consumer era" But these are just some of the interesting topics we chatted about in this episode... #strategy #trends #markets #fmcg #cpg #beverages #juice #organic #agriculture #leadership #sustainability #sportsnutrition #supplements #wellness #nutrition #innovation #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship https://lnkd.in/gFGvzGeq

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The #coffee prosumer market is evolving. "#Coffee is one of the most consumed beverages in the world. In fact, in the National Coffee Association USA’s most recent 2024 National Coffee Data Trends report, 67% of US adults said they drank coffee the previous day – marking a 20-year high for #coffeeconsumption in the country. The report also found that US specialty coffee consumption was up by 7.5% on the previous year, with #espresso-based drinks leading the trend. So as the global specialty coffee market grows, so too does consumer knowledge and interest – especially alongside a huge focus on #consumereducation following the pandemic." This article has great insights and data you can't miss. Matthew Hill spoke with Josh Hockin, Head of Coffee at Eight Ounce Coffee Co to learn more about how the coffee prosumer market has changed and how it could evolve further. https://lnkd.in/e3gi-_J6

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Diageo doubles down on non-alcoholic spirits with the acquisition of Ritual Zero Proof & now owns three of the five world's largest non-alcoholic spirit brands Ritual Zero Proof was founded in 2019, and became the #1 non-alcoholic spirits player in the US after joining Diageo’s accelerator program in 2020. Five reasons why this deal makes sense: 1) Fast growing: The US non-alcoholic spirits has been the fastest growing category with +31% L5Y CAGR. 2) Incremental: 94% of non-alc buyers in the US also purchase alcoholic beverages, spending on avg $292 more than households exclusively purchasing alcohol demonstrating the incrementality of the category to beverage alcohol. 3) High Right-to-Win: Ritual is already a #1 non-alcoholic spirits player in the US, with a strong market position and tailwinds 4) Synergistic: being a #1 player globally in both alcoholic and non-alc spirits Diageo is well positioned to build on Ritual’s current success and scale it up further leveraging its GTM muscle and category expertise 5) Close to the Core: being a part of Diageo’s accelerator (Distill Ventures) since 2020, Ritual already knows what it takes to make cooperation with a spirits giant successful, limiting risks of integration challenges Exciting times for Diageo 𝗔𝗯𝗼𝘂𝘁 𝘂𝘀: FF&A solves the most complex strategic problems of the world's largest FMCG companies across Corporate Strategy, Organic Growth, Digital RTM (eCommerce, DTC, and eB2B) and M&A. 14 out of the world's 20 largest FMCG companies are repeat Clients 𝗧𝗼 𝗸𝗻𝗼𝘄 𝗺𝗼𝗿𝗲, 𝗰𝗳. 𝗼𝘂𝗿 𝗹𝗮𝘀𝘁 𝗙𝗠𝗖𝗚 𝗠&𝗔 𝗽𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗹𝗼𝘄: https://lnkd.in/efD5RNWX 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 & 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #fmcg #cpg #mergersandacquisitions https://lnkd.in/dXAZQ242 Pernod Ricard The HEINEKEN Company AB InBev Carlsberg Group Campari Group William Grant & Sons The Coca-Cola Company PepsiCo

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I have to say, some of the stats in this article from Prepared Foods Magazine absolutely blew me away. I mean, I knew #spicy and hot profiles were popular but the fact that up to 95% of consumers say they love spicy foods is incredible. I was also amazed that 74% of consumers indicate they use hot sauce at every meal. Of course, spicy and heat live on really broad spectrums which I think this interview with Chef Denton from Frito-Lay does a great job in discussing. As such, it's possible for just about every brand whether #CPG or #foodservice to play in this space. I also loved how they got into the issue of flavor complexity and the role of ingredients that balance that heat, from vinegar to tropical fruits. It's often easy to think of heat and "spicy" as the more provocative options at the farther end of the spectrum. But the level of heat can also be occasion or emotional state based. Is a ghost pepper the right level of heat for a quiet night reading at home or a romantic dinner out. Maybe, for some consumers but likely not for all. Or, will a subtle level of sweet heat be lost in a night partying with friends? As Mike Kostyo and I always say, it's about finding ownable and defensible spaces that are also uniquely brand relevant. Just chasing a trend because there's data to suggest it's growing is unhelpful if it creates dissonance with consumers and doesn't carve out any space that creates competitive differentiation. https://lnkd.in/g93EWeGj #foodandbeverageindustry #snacks #consumerinsights #consumerbehavior #trends2024 #innovation

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GOT SCORES? (Updated with link to PDF of full document): https://lnkd.in/enBx4WX6 Here's this year's post of all the information you need to enter wine and spirits into the competitions that matter in the U.S. market. The first question suppliers, importers, retailers will often ask is "Got Scores?" And there's only one answer to that question. Because if you say "No" the conversation can stop right there. So the procedure I recommend is for my clients to enter the competitions that make sense for your brands and hype the results that matter to the market (90+ scores, Gold/Double Gold etc.) and ignore the rest. The competitions listed here are the ones that are most recognized by the trade. And I've presented them with a key column identifying whether they accept not-currently-imported brands. Since many of my clients are just starting their U.S. market entry. That's because you'll need scores before you can even start conversations. If you can't access the link to the Excel sheet, connect with me on LinkedIn or email me a request at [email protected] and I'll send the file directly to you. Best to all for a successful O/N/D and fiscal 2025 Steve

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Do you check out Circana's mid-year outlook for your industry? You should. Despite the economic challenges of recent years, Circana’s accurate forecasts have been crucial in guiding industry players. With 2024 showing stabilization and slight growth, industry leaders can leverage these insights to strategically stimulate demand and drive profitable growth. Key takeaways: - **Volume Growth**: 0.8% in 2024, closely matching Circana’s forecast. - **Price Increase**: A modest 1.4%, reflecting an easing of inflation across the sector. - **Top-Line Growth**: 2.2%, aligning with Circana’s mid-year projections. Looking ahead, Circana predicts continued but moderated growth in 2025, with top-line growth expected to be between 2.5-3.5%, driven primarily by price increases. #FoodAndBeverage #ConsumerBehavior #MarketInsights #FMCG #RetailGrowth Link to the full article: https://lnkd.in/gc8XeAXK

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A simple quote from Mike Tyson and one of my favorites of all time: "Everybody has a plan 'till they get punched in the mouth." It rings true in the day to day battles of business, especially in CPG. Here are some examples many CPG founders go through or ones I've personally battled: 🥴 You launch a product, did all the research for R&D, focus group testing, and reviewed the packaging thousands of times before launching, but still something went wrong either with shelf life, negative consumer/retailer feedback, or weak sales on shelf 💰 You had cash flow projections in place and expected that with X amount raised, it would last you for Y Months, but ran short of runway and were scrambling to raise more cash to keep the company going in difficult times 🤝 Formed partnerships, only disappointed to find out the partner backed out, or it wasn't the partnership you envisioned and now you are doing damage control and it's causing emotional pain to be with this person 🚛 Brought on a distributor thinking they would push the brand and it would be an estimated cost, but they didn't do their job, and the costs ended up sky-rocketing from chargebacks, thus losing money on every unit 😲You release a great product, and then a competitor comes up with a version of yours that is a lower price point and they have all the marketing dollars in the world to out-compete you. I can go on and on, but in this business, like any business, you have intentions when you go into it, and many times, it doesn't turn out the way you envisioned. What's your story of getting punched in the mouth?

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Millennials make purchasing decisions that reflect their ethical beliefs and budget constraints. Brands can cater to Millennials' ethical and budget preferences by offering functional foods and multi-benefit products. These products not only resonate with the health and wellness values of Millennials but also provide significant additional value, making them highly appealing to this cost-conscious demographic. As Millennials seek products that align with their values without breaking the bank, there’s a unique opportunity for innovation in the functional food sector. Understanding this shift is key to meeting their expectations. Read more about this consumer group here: https://bit.ly/3VCHrDQ FoodNavigator USA Ryan Daily #valueshoppers #consciousconsumers #functionalfoods

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HUGE deal: PepsiCo is acquiring Siete Foods for $1.2 billion. Before you doubt that valuation, I’ll say it:  Siete earned their price tag. CPG is hard.  Fundraising in this economic environment is hard. Disrupting stale categories (beans, tortillas, salsa, sauces) is hard. Challenging multi-brand, billion-dollar companies is very hard. Winning market share in salty snacks (chips) is very very hard. Building a multi-category food brand is very very very hard. Getting acquired by your biggest competitor – near impossible. All of those accomplishments are a legacy to be proud of. But the hardest work is just beginning. Because now it’s the family of founders’ job – all 7 of them –  To protect the legacy that they’ve built. To preserve the values that made this brand what it is today. To fight for what they believe when literal billions are at stake. Siete Family Foods x PepsiCo, Keep fighting the good fight. #food #innovation #mergers #acquisitions #marketing #finance

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We discussed this on our latest episode of CPG Vibes, BIG BIG news from KeHE Distributors on 11/22, a new program dubbed 'AAP' (administrative allowance program). A flat 2 % off-invoice allowance for specific fees including New item intros, extra performance fees, MCBs, new item set up fees, and lumping fees. My quick thoughts: This is a step in the right direction for sure. UNFI implemented SSI which is a similar program to help brands budget for costs and fees associated with doing business with large national distributors. With all that said, these categories are pretty large and encompassing, so for all the other fees associated with Kehe that can chop down a brand's margin, will this program truly cover it? Likely not, but at least it covers some. What are your thoughts?

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Standing out in today’s crowded CPG market? It’s tough. Here are my top 5 tips to shine: 1. Know Your UVP ↳ Define what sets you apart. Example: Dollar Shave Club – “High-quality razors delivered for a low price.” 2. Leverage Consumer Insights ↳ Use data to understand your audience. Example: PepsiCo’s success with Lay’s “Do Us a Flavor” campaign was driven by consumer feedback, resulting in new, crowd-sourced chip flavors. 3. Focus on Quality & Consistency ↳ Build trust through quality. Example: Apple’s unwavering commitment to product quality and user experience has built a fiercely loyal customer base. 4. Innovate Continuously ↳Innovation isn’t just about new products; it’s about continuously improving and adapting your existing ones. Example: Coca-Cola’s introduction of Coca-Cola Zero Sugar and constant recipe tweaking keeps the brand relevant and aligned with health trends. 5. Build Authentic Relationships ↳ Engage genuinely with your audience. Example: Jake Karls and the team at Mid-Day Squares have created a strong, authentic connection with its audience, reinforcing brand loyalty. Competing isn’t just about being different; it’s about being better. What strategies help you stand out? Share below! #CPG #MarketingStrategy #Innovation #ConsumerInsights #QualityControl #Authenticity

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Year after year I’m impressed with the number of innovative, new beverage brands that enter the market. As always, #BevNet provides an amazing opportunity for these brands to be seen, to learn, and to network. There were so many takeaways, but here are three to share from this year’s conference: 1. If you’ve been waiting for the #Hemp-#THC infused beverage category to take off, it’s here. We saw lots of great new brands and very impressive data on sales volume and consumer demand. 2. Interesting advice from Whole Foods Market: It’s no longer enough to just present a great brand. You need a great brand with a strategic plan for success. 3. With #NIL there’s a growing opportunity to use student athletes as influencers and brand endorsers. If you’re looking to reach GenZ this is a great way to go. Thanks again to the team at #Bevnet for making every show invaluable. #beverageindustry #entrepreneur #innovation #kickstartflorida SAS Sales and Marketing

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Major news in the FMCG world today - Mars and Kellanova have struck a historic $35.9 billion acquisition deal (14 times Ebita from last Qtr). This deal is one of the largest in packaged foods business since the Kraft and Heinz merger. Note Mars accquired Wrigley in 2008 for $23B. Will this move set to reshape the food manufacturing landscape? Mars’s acquisition of Kellanova is expected to complement its existing portfolio, which includes brands such as Snickers, M&M’s. In 2023, Mars reported net sales of more than US$50 billion, driven by its 150,000 associates across pet care, snacking and food businesses. Mars’s pet care portfolio includes the likes of Royal Canin, VCA, Pedigree, Banfield and Whiskas. As these giants combine forces. This will advance Mars’s strategic vision for the future of snacking. The integration of Kellanova’s brands will provide Mars with entry into new snacking categories, including the addition of billion-dollar brands Pringles and Cheez-It to its portfolio. The acquisition will also enhance Mars’s health and wellness offerings with products such as RXBAR and NutriGrain, aligning with global current consumer trends. Kellanova has their Better Days Promise initiative and Mars has their Sustainable in a Generation plan. Their combined impact will be significant in the world of food.

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What an incredible 3 days in Chicago at the Institute of Food Technologists (IFT) Annual Event and Expo with colleagues, friends, partners, investors, and customers. Great to attend with Todd Rands, Paul Vajda, Holden Sasser, Bill Aimutis, and Jonathan McIntyre ! The #startup pavilion was brimming with action, people, ideas, and innovation. Highlights from the week: > Innovation startups led by laser-focused founders: I met several innovative startups. While their tech was impressive, the founders stood out even more! They were SMART in their leadership and relentless focus. These founders are careful in how they spend money (like it was their own!), and laser focused on getting product-market fit, proving their first customer, and building an annual recurring revenue stream. >  A wave of women-led startups: It was also great to see a range of startups creating success with founders who were young and talented and women-led! > Old guard, new technology. Also, it’s energizing to see so many successful startups being launched by the ‘old guard’ like myself, bringing 30+ years of experience to new technology in our industry. It’s exciting times in #FoodTech—despite the challenging investment environment. I applaud the perseverance and resilience from founders and innovators that keeps our talent driving forward. Keep going! 

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Roundup of All Things CPG This Week: (Follow for weekly roundups like these every Friday) 💼 Mergers & Acquisitions → Kirin Completes Fancl Buyout: Kirin finalizes the purchase of Fancl for $1.4B, continuing its strategic shift from beer (WSJ). → Newport Craft Distilling Acquires KEEL Vodka: Newport Craft adds KEEL Vodka to its portfolio (PR Newswire). → Walmart Acquires Vizio: Walmart buys Vizio for $2.3B, expanding into electronics (Intellizence). → Paramount Global Merges with Skydance: Paramount Global partners with Skydance in a $22.26B deal (Inside Arbitrage). 💰 Fundraising Highlights → Funding for UK’s Common Beverage: Secures six-figure investment led by James Watt (The Drinks Business). → InvestBev’s Ambitious Goal: Launches its fifth fund, aiming to raise $150M for beverage brands (Axios). → Emma Watson’s Renais Gin: Raises $2.3M to fuel growth in the luxury gin market (SEC). → ZeroFox Holdings Raises Funds: Secures investment from Haveli Investments to enhance digital risk protection services (Stock Analysis). → Agiliti Secures Funding: Thomas H. Lee Partners invest in Agiliti for growth in medical equipment services (Stock Analysis). 💄 Apparel, Cosmetics, and Wellness Updates → Briogeo Expands Product Line: Introduces new hair styling products at Ulta and Sephora (Glossy). → Unilever Prestige CEO Resigns: Vasiliki Petrou resigns to start a new investment fund (Business of Fashion). → Care/of Closes Operations: The personalized vitamin brand shuts down (Twitter). → Goop Launches Mascara: Gwyneth Paltrow’s brand expands its makeup line with a new mascara (WWD). → GlaxoSmithKline Acquires Aiolos Bio: GSK enhances its respiratory care portfolio (Stock Analysis). → Amgen Launches New Wellness Initiative: Focuses on personalized health and wellness products (Inside Arbitrage). 🍽️ Food, Beverage, and Alcohol News → Liquid Death’s New “Death Dust”: Enhanced flavors now available on Amazon (Instagram). → SCiFi Foods Shuts Down: Cultivated meat startup ceases operations after raising $40M (AgFunder). → DAVIDsTEA Introduces Sparkling Iced Teas: Launches its first ready-to-drink product (Instagram). → Mondelez Collaborates with Lotus Bakeries: New cookie and chocolate products in the works (Food Dive). → Top of the Mornin’ Coffee’s New Flavor: Introduces French Toast Flavored Coffee (Instagram). → Hulk Hogan’s Beer Launch: Debuts Real American Beer (Brewbound). 📊 Data and Distribution Developments → MERIT’s Financial Success: On track to reach $100M in sales this year (Business of Fashion). → Verb Energy Debuts at Earth Fare: Available in Earth Fare stores. → Burnt Faith Brandy at Tesco: Expands to the UK market. → Pioneer Natural Resources Partners with ExxonMobil: Focuses on sustainable energy solutions (Stock Analysis). → Alpine Immune Sciences Teams with Vertex: Enhances its immunotherapy offerings (Stock Analysis). Enjoyed this? Follow James Ball for roundups every Friday.

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These statistics on alcohol consumption in the U.S. are quite revealing. The top 10% of consumers are responsible for over 70% of total drinks consumed, with the top 20% consuming more than 2 drinks per day. Conversely, 60% of consumers average less than 1 drink per week. With impending updates to guidelines on safe alcohol consumption levels in the U.S., it will be interesting to observe how this distribution evolves. Where do you fall on this consumption chart? Thanks for bringing to my attention Tim Perreira Tim Barnes Darren McKee #AlcoholConsumption #USStatistics #HealthGuidelines

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