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155-year-old Campbell Soup Company plans to drop “soup” from its corporate name, rebranding as The Campbell’s Company. The reasoning is clear: Campbell's makes way more than soup and owns snack brands like Goldfish, Snyder’s of Hanover, Cape Cod, Pepperidge Farm and others. The Camden, NJ food company also recently bought Sovos Brands, maker of popular Italian food brands like Rao’s sauces. Many brands often realize that their descriptors don't accurately describe the breadth of what they do. Apple and Tesla simplified their corporate brands because their businesses grew beyond 'computers' and 'motors' respectively. There are some descriptors that are broad enough to not constrain their business such as Prudential Financial or CVS Health. Two years ago, WANT Branding worked with PDI Technologies when it was just 'PDI'. By adding the 'technologies' descriptor helped the business to amplify its powerful suite of technology solutions for convenience retail, petroleum wholesale and carriers, and the CPG companies. #branding #naming

Here's proof you don't have to be a tech startup to have a lofty valuation. Big food brands and their packaged foods have taken a hit over the past year as consumers balk at high prices and shift to private labels. That has PepsiCo along with others in the hunt to acquire tortilla chip maker Siete Foods for more than $1 billion. It seems like only yesterday when U.S. food manufacturers essentially charged consumers whatever price they wanted. And many even made it known during earnings calls of their intentions. Of course, consumer resilience has given way to high interest rates, a shaky job market, and economic uncertainty. Two things matter to consumers: value and variety. While private label brands are putting the big financial hurt on big brands, the reason mostly has to do with price and subsequently, value. Consumers still want variety, and they're willing to pay for it. Siete hit $400 million in sales of its gluten- and dairy-free Mexican American staples like tortilla chips and refried beans, and has raised $91 million in outside funding. More significantly, the company's products are found in 16,000 stores, including Costco, Target, and Whole Foods. From private-equity firms to other food companies, PepsiCo isn't the only one interested in Siete, and for good reason. The family-owned-and-operated business has made waves over the years by adapting Mexican flavors to certain diets, such as keto or gluten-free. That's what PepsiCo is hoping to tap into...just like other food manufacturers https://lnkd.in/gUDkFfHg #pepsico #food #brands #siete #acquisition #business

Super sad to see, but it's understandable – at the end of the day, money will always win... PepsiCo’s acquisition of Siete Foods marks another big shift in the natural foods industry. While it’s exciting to see a family-owned company like Siete gain access to greater resources, it’s also a reminder of how quickly values-driven brands can get swept up by large corporations. The challenge now is to see if Siete’s core values – health, authenticity, and family – will remain intact under new ownership. Wishing the best to the Garza family and hoping that Siete's mission continues to thrive in this new chapter.

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

📣 NEW 📣 Mars Inc. just announced plans to acquire Kellanova, a spin-off of Kellogg’s snack division, in a $36 billion effort to dominate the snack market. This merger would further consolidate our food system – while also increasing food prices and giving consumers fewer choices on grocery store shelves. As our Research Director Amanda Starbuck says, “While these processed food giants stand to ramp up profits from snack market domination, the American consumer will lose out with higher costs and fewer healthy options.” We need to reverse the trend of just a few large corporations gaining more control over the food we eat and putting our health at risk by pushing unhealthy foods! Read our full release here: https://fwwat.ch/3M8IMy1

Big time! 🚨 Spindrift is squeezing the competition—and private equity is taking notice. Spindrift Beverage Co, Inc., the sparkling water brand known for its real squeezed fruit juice and no “natural flavors” approach, is reportedly in advanced talks to be acquired by Gryphon Investors for a price tag north of $650M. This potential deal signals more than just a big payday for Spindrift. It’s a reflection of the growing demand for premium, transparent, and health-forward beverages that resonate with today’s consumers. Let’s unpack what this deal could mean for the beverage industry. Spindrift’s rise is more than a case of clever branding. It’s a masterclass in how to capture and lead in a competitive market: 1. Consumer Trust in Transparency 2. Innovation Drives Growth 3. Premium Pricing Pays Off 4. Private Equity’s Growing Appetite for CPG Spindrift’s journey reminds us that innovation, authenticity, and transparency are more than just buzzwords—they’re business strategies. As the beverage market evolves, brands that prioritize these values will continue to stand out, win consumer trust, and attract major investments. What do you think this deal says about the future of premium beverages? #spindrift #cpg #beverages

Adolphus Green, a pioneer of the late 19th century transformed the food industry with the creation of the National Biscuit Company, now known as Nabisco. Green recognized that in a fragmented market, consolidation and efficiency could unlock massive value. By merging regional bakeries, he introduced the first packaged, branded products—changing how Americans consumed food. His creation of the iconic Uneeda Biscuit in 1898 revolutionized modern marketing and packaging, establishing standards that are still followed today. Green’s story reminds us that great companies don’t just follow trends—they set them.

Collaboration is key to driving innovation and growth in today’s fast-paced world. Check out this partnership between General Mills and Hormel Foods – a perfect example of how two industry leaders can come together to create something extraordinary. #Collaboration #Innovation #Partnerships #IndustryLeaders CGT - Consumer Goods Technology Path to Purchase Institute https://lnkd.in/ezaWhiWi

PepsiCo in Advanced Talks to Acquire Siete Family Foods for Over $1 Billion Siete Foods, is a Texas-based company known for its Mexican-inspired, grain-free tortilla chips and snacks. With a potential deal valued at over $1 billion, this acquisition would align with PepsiCo’s focus on healthier snack options. Siete, founded by the Garza family, has grown rapidly, expanding its product line to include grain-free tortillas, dairy-free queso, and more. Their presence in Target and Kroger has fueled the company's rise. For PepsiCo, this move supports their ongoing strategy to reduce sodium, saturated fat, and sugar in their offerings, adding to previous acquisitions like Bare Foods and PopCorners. With Americans’ love for snacks driving industry growth, this deal highlights continued innovation and investment in the packaged-food space. What's next for the snack industry? #MergersAndAcquisitions

WILDE CHIPS CEO Jason Wright Featured in Chief Executive Group We’re excited to share that our Founder & CEO, Jason Wright, was recently interviewed by the Chief Executive Group for a feature article by the renowned Dale Buss, contributor to Forbes and The Wall Street Journal. In this compelling interview, Jason outlines the strategic steps that helped transform WILDE BRANDS into a $50-million-a-year business in just five years. Central to this growth was Jason’s decision to protect the company’s unique intellectual property (IP) by shunning contract manufacturing and instead formulating and producing our innovative chicken-based protein chips entirely in-house. This move safeguarded Wilde's proprietary processes and gave us complete control over the quality of our product. Jason’s vision and leadership have driven WILDE’s expansion into over 20,000 storefronts, including Whole Foods Market, Target, and now Costco Wholesale, while keeping our IP secure. He also shares lessons from early failures that fueled our success, highlighting the persistence and resilience required to lead WILDE into becoming an industry leader in the better-for-you snack category. We’re incredibly proud of Jason and the entire WILDE team for pushing boundaries and setting a new standard in the protein snack market. This interview is a must-read for anyone interested in learning how grit, innovation, and IP protection can drive extraordinary growth in a short time Check out the full interview here: https://bit.ly/3Y6JH8K #CPG #foodandbeverage #food #manufacturing