Kaitlin Murray

Dessert concepts are growing. But consumer demand for niche concepts is fickle. To combat this, dessert brands are diversifying menus and embracing social media buzz.

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Dessert concepts are growing. But consumer demand for niche concepts is fickle. To combat this, dessert brands are diversifying menus and embracing social media buzz.

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Tom Foster’s latest article in Inc. Magazine (link in the comments below) is a must-read on how the CPG landscape is evolving away from rapid, top-line growth to prioritize sustainable growth and healthy unit economics. In today’s competitive world, getting a product on the shelf is just the start—staying there sustainably is the challenge. The days of hoping for year-end profitability without solid planning are long gone; now, brands need precise visibility into every corner of their operations. The takeaway is clear: the brands that will thrive are those focused on resilient foundations, real product differentiation, strategic partnerships, and strong unit economics over the “growth at all costs” mentality. This shift is driving more brands to strengthen their core operations and adopt data-driven, best-in-class planning practices. At Modus Planning, we understand that future-proofing brands and building a foundation for success starts with a precise, strategic planning process. Our bottom-up, granular planning capabilities integrate sales, operations, and finance- delivering a "single source of truth"- providing the visibility and insights that empower brands to make every inch of shelf space work to its fullest potential. 🌟 In today's tough market, the brands that build strong foundations are the ones that not only survive, but thrive. At Modus, we’re here to help make that happen—together, we want to be your partner to help your brand build lasting success! 💪 💫 #cpg #tpm #deductionsmanagement #foodandbeverage #incmagazine #salesforecasting #demandplanning #ops #retail

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CNBC reports “As booze alternatives take off, more nonalcoholic drink makers promote health benefits as the next buzz” "A more health-conscious younger consumer and an aging older demographic are contributing to a growing interest in nonalcoholic drinks, according to Nielsen IQ, and to the rise of a niche subset called “functional beverages.” Is functionality and health benefits the future of non-alcoholic drinking? What are some of your favourite functional beverages right now? We might be biased, but we think gut benefit boosting drinks like Agua de Madre and Mother Root Drinks are two of the best! 🏆 https://lnkd.in/eSjA23Kt

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This CPG brand ditched traditional coupons and saw explosive results 🤯 Sensing a shift in consumer behavior? You're not alone. One of our CPG clients, a major household goods company, was ready to ditch their old-school on-pack coupons (IRCs) and try something new. The result? Record-breaking success! 🤑60,000+ redemptions on a $2 offer  📈$400,000+ in consumer data value They used our AIR™ (AirBaton™ Instant Rebate) to create an engaging, data-driven promotion that blew traditional methods out of the water. Now, they're converting their entire marketing team to the new AIR! Ready to see what AIR can do for your brand or agency clients? My DMs are open. Let's talk. 💬 #CPGMarketing #Innovation #ConsumerEngagement #InstantRebates #AirBaton

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Let's get back to basics. For CPG brands in particular, brand advocacy efforts focused on UGC can help breakthrough in crowded categories and organically amplify your messaging to reach mass audiences. It can also personify your brand in new, relevant, and authentic ways to create buzz and elevate consideration from target audiences. https://bit.ly/3BCPjPv #cpg #cpgmarketing #retail #ugc

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Consumers may not know exactly what the term “Ultra Processed Food” means, but they know they don’t want it. While the term may be misunderstood, the sentiment is clear: shoppers are seeking healthier, less processed options. 🍽️🌿 As consumers push for whole and minimally processed foods, how should the industry respond? #FoodTrends #ConsumerBehaviour #HealthyEating #UPF https://lnkd.in/dSut3UYx?

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Breaking Through on TikTok: A Game-Changer for CPG Brands! Did you know that 57% of users say they discover new brands and products on TikTok? As a DTC retail partner to CPG brands, we at Yaroo Co understand the importance of breaking through the noise and reaching new customers. That's why we help our clients establish and scale profitably on marketplaces like TikTok Shop. With TikTok's new discovery and search features, brands can now reach users at every stage of their shopping journey. From awareness to conversion, we can help you maximize your brand's potential on TikTok. Read the full article to learn more about how brands are breaking through on TikTok: https://lnkd.in/g6ArSfZk Let's help your brand shine on TikTok! Contact us to learn more about our services. #TikTokForBusiness #CPG Brands #DTCRetail #EcommerceGrowth #TikTokShop #SocialCommerce #YarooCo

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Expand Your Reach with Billboard Beverages! When brands advertise on our cans, they’re not just getting shelf space—they’re tapping into new audiences in retail locations AND exclusive events they might not have otherwise reached. 🍻 Imagine your brand traveling directly from store shelves into consumers' hands at festivals, concerts, and parties. That’s the power of Billboard Beverages—getting your message to customers who may never have encountered your brand before. With every sip, you connect with potential new fans in places you didn’t expect! 🌎 #BillboardBevs #ExpandYourReach #RetailMarketing #EventExposure #InnovativeAdvertising #BrandInHand

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Viral trends are like rocket fuel for brands looking to boost their visibility and sales! These trends come and go quickly, so brands that act quickly will have maximum impact. Heinz acted fast in releasing their Ketchup and Seemingly Ranch flavor in less than a day after the viral tweet went out! What is your favorite viral pop culture marketing moment? Let us know below! #PopCultureMarketing #ViralTrends #TaylorSwift #MarketingTips #Heinz #OBCIDO

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PepsiCo's $1.2 billion acquisition of Siete Family Foods is the latest in a series of strategic moves by CPG giants, further solidifying an ongoing trend in the industry. This move isn't just about portfolio expansion—it's a clear indicator of where the industry is heading.   - Health is Wealth: Major players are recognizing that health-conscious, dietary-inclusive options are the future. Siete's grain-free, clean-label products are moving from niche to mainstream.   - A New Era of Flavor: Multicultural offerings are becoming essential to growth strategies. It’s not just about diversification; it’s about engaging with the evolving American palate.   - Scale vs. Authenticity: Successfully integrating Siete's unique brand into PepsiCo's broader framework will be essential for maintaining consumer trust.   - Innovation Acquisition: Big Food is increasingly buying innovation rather than building it, potentially reshaping R&D strategies across the industry.   This move could signal a new chapter for PepsiCo, aligning it more closely with consumer trends toward healthier, more inclusive offerings. As with similar industry acquisitions, the real test will be in execution—can they scale Siete's products without compromising quality and brand identity?   What's your take? Will we see more CPG giants following suit? And how might this reshape our grocery aisles in the coming years?   Read the full story: https://lnkd.in/gN7ER6PM   #Food&Beverage #M&A #ConsumerPackagedGoods #ConsumerTrends Jeffrey Hartigan Danny Lin Patrick Winters Maureen Bossi Tyler Schmitz Dhanush Gummalla Nick Franz

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In an era where consumers are more discerning than ever, cost efficiency has emerged as the reigning monarch for #ConsumerProducts and #retail organizations. In a recent article at Forbes Technology Council, Tim Bridges sheds light on how companies are navigating this new landscape to meet evolving consumer demands. He delves into strategies and technologies empowering businesses to enhance efficiency while delivering value to consumers. Read more 🔗 https://lnkd.in/dGsy2WRT Join the conversation on how your organization is adapting to the new cost-conscious consumer landscape. Share your thoughts in the comments below!

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Consumer perception of retail private brands is growing in a positive direction according to the 2024 Power of Private Brands report from FMI- The Food Industry Association Key consumer insights from the report include: -Openness to trying new products. -Top categories in which consumers will purchase private brands this next year: paper products, refrigerated dairy, frozen, breads, milk and dairy substitutes, salty snacks, baking, condiments and canned and packaged foods. -55% of respondents said they have bought more of private brands in the past year, compared to 28% who said they purchased more national brands. -Shoppers responding described private brands as "good," "great," "quality," "value." -Increase in brand loyalty to stores noted in over half of shopper respondents Consumer Science helps retail customers bring quality to private brand items that drive programs and set them apart for a unique competitive advantage. https://lnkd.in/gxHEekiN

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General Mills and Tyson Foods are advancing #digital transformation through strategic collaboration and system modernization. Cleaner #data is crucial for better consumer #insights and campaign performance, as highlighted by Jeffrey Meisel of Constellation Brands. Ashton Dollins emphasizes marketing's role in collecting data to justify #technology investments, reinforcing the #CPG giant's digital progress. #datastandards #dataquality #contentsupplychain #innovation #bigdata #mmm #digitaladvertising #Claravine https://lnkd.in/eiDA5x2U

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As we move into 2024, keeping up with the latest trends in the CPG industry is more crucial than ever for #cpgbrands looking to thrive. Understanding these trends helps brands stay competitive, meet consumer expectations, and drive growth. Here are a few key trends to watch 👇 https://lnkd.in/e63rEiMk

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Have You Ever Heard Someone Say, "I Want to Start a CPG Brand. How Do I Start That?" Starting a Consumer Packaged Goods (CPG) brand is an exciting venture, but it can also be overwhelming. If we could only give three short pieces of advice to aspiring CPG entrepreneurs, here’s what we would say: 1. Understand Your Market: Research your target audience thoroughly. Know their preferences, habits, and pain points. This will help you create a product that truly resonates with them and stands out in a crowded market. 2. Seek Expert Guidance: Navigating the complexities of starting a CPG brand can be challenging. Consider hiring a guide or consultant who has experience in the CPG industry. They can provide valuable insights, help you avoid common pitfalls, and accelerate your path to success. 3. Focus on Quality: From ingredients/materials to packaging, never compromise on quality. Your product’s performance, appearance, and durability are critical. High-quality products build trust and loyalty among customers, setting the foundation for long-term success. Ready to take the plunge? Get our FREE "Ultimate CPG Product Launch Guide" to kickstart your journey! Visit Institute of Branding Resources (https://lnkd.in/eAjsi_kH) to download your copy today. 🌟 #CPG #Entrepreneur #BrandBuilding #CPGSuccess #FreeGuide #inventor

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💡 The FTC’s recent report on data privacy underscores a critical need for change in ad targeting practices. Our CEO Phil Schraeder shared his insights with MediaPost, advocating a shift from demographic and identity-based targeting to more privacy-conscious, contextual targeting. By focusing on consumers' current experiences rather than personal data, brands can connect in meaningful ways that respect privacy and avoid the risks associated with misidentification or exposure—especially for vulnerable groups like the LGBTQ+ community. Check out his full interview here 👉 https://bit.ly/4fnY9Q2 #privacyfirst #gumgum #contextualtargeting

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Free learning for #foodbusiness leaders! This Friday, explore how #influencermarketing can generate consumer awareness and spike demand for your products, including how to begin working with influencers and industry standards. Register thru the link below to hear from Tastemaker Conference experts Abbey Rodriguez & Chandice Probst, who have helped set industry standards for influencer #marketing and have a proven track record of helping brands succeed. #specialtyfood #foodmarketing #foodindustry https://hubs.li/Q02NqL1W0

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📰👇This The Wall Street Journal's article highlights how brands like Mondelēz International, one of the world's largest snack companies, has shifted its advertising strategy from traditional TV to platforms like social media and retail websites to better reach Gen Z and multicultural audiences. At Broadpeak, we recognize that despite the decline in traditional TV viewership, live sports still attract large audiences, and streaming platforms are gaining traction. To support the industry, we are developing advanced advertising models using our Click2 technology to recapture and grow advertising budgets. Without such innovations, Connected TV advertising will stagnate compared to the rapid growth of performance channels like Search, Social, and Retail Media. \\https://lnkd.in/gzMHPeN9 #Advertising #Ads #CTV #Monetization

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