LPK’s Post

Functional beverage is the fastest-growing category in grocery—but it’s also the least forgiving. “In a category as crowded and volatile as functional beverage, you’ll quickly see that the competitive forces are extraordinarily intense,” says LPK’s Chief Growth Officer, Jesse McMullin, a multi-hyphenate in functional beverage who has led the development and branding of over 140 on-shelf CPG products in his career. “The key to understanding these forces—and to maintaining a competitive advantage—lies in being self-aware about your brand and your business dependencies.” In our latest piece on lpk.com, McMullin gives guidance on navigating the complexities from seed to shelf: https://okt.to/XF0rTx #functionalbeverage #bevtrends #cpg #brandgrowth

In this week's article, we explore the SupplySide Food & Beverage Journal as Audarshia Townsend does coverage of an exciting new event held in Denver, Colorado. Known as "Newtopia," this neat event is a valuable resource for the CPG market. It is tailored for buyers seeking innovative brands that offer purposeful products and also aims to shift the buying experience from transactional to relational. Check out the article below to discover what makes Newtopia unique and why you might want to attend the next one! ⬇ https://lnkd.in/g8BNXSeR For more information about how MSI Express is charting a path for success, reach out to Chuck Woods or Rob Carstens. MSI Express has 14 locations in 6 states to provide you with operational excellence & world class speed to market. MSI Express is a strategic, innovative contract manufacturing and packaging company. Our growing breadth of capabilities and trusted team of problem solvers are a perfect match for the challenges of today’s CPG and Emerging Brands world. #manufacturing #supplychainmanagement #innovation #MSIExpress #foodindustry #foodmanufacturing #packagingsolutions #foodandbeverage #sustainability #packaginginnovations #petfood #petfoodindustry #inc5000list #snackfood #gummies #supplements #consumerbehavior #packaging #foodbusiness #foodandbeverageindustry #food #foodandbeveragemanufacturing #innovation #supplychain #contractpackaging #contractmanufacturing #copack #copackager #packaging #cpg #cpgindustry #comanufacturer #brand #energy #compliance #foodsafety #quality

I am soooo excited about this! We named L.A. Libations after Lauren & Annika, our daughters! So launching this brand is very personal, YES the 🌴 turns green when our Alkaline Water is cold! Thank you to ALL our retail partners for supporting it! No better way to announce our investment in CTI - Chromatic Technologies, Inc. (which was consummated at The Beverage Forum - A place to do deals!). Watch the below mind blowing 🤯 technology that can differentiate your brand! Reach out to Maria Del Rio & Daniel Wachter if you want to explore it! Manhattan Beach, CA – The Beverage Forum 4/29/24 L.A. Libations makes Strategic Investment in Colorado-based Ink Tech Company CTI - Chromatic Technologies, Inc. as the companies join forces to drive brand innovative differentiation in the Beverage & Food Industry. Beverage Innovator L.A. Libations adds CTI's innovative consumer-engaging chromatic technologies to its strategic portfolio of partners to help established and emerging beverage brand owners differentiate their brands through packaging innovation. For over 16 years, CTI's color-changing temperature-activated (thermochromic) technology has transformed Coors Light's iconic mountain on its packaging blue when the beer is as cold as the Rockies. This is probably the "best-known unknown" consumer engagement example showcasing what CTI's proprietary chromatic technologies can generate: On any packaging substrate and highly customizable to the specific needs of any brand owner. "This is the best-kept secret in beverage and food packaging innovation, and I am blown away by the technology that Lyle Small, CTI's founder, and his team have created. Their patented technologies can unlock breakthrough innovation and differentiation in beverage and food brands. L.A. Libations is uniquely positioned to bring this secret to bigger life with our strategic partners, retailers, our own brands, and the entire CPG industry." Says Danny Stepper, Co-Founder and CEO of L.A. Libations. Beyond Molson Coors Beverage Company, various other beverage and food brand-owners have trusted CTI to help engage consumers pre-, during- and post consumption, increase consumers' purchase intent, and ultimately lift sales: AB InBev, Constellation Brands, The Coca-Cola Company, PRIME Hydration drinks, General Mills, The Hershey Company's and Mondelēz International among many others. "L.A. Libations is the ideal partner to help us shine a light on the breakthrough innovative and differentiating power CTI - Chromatic Technologies, Inc. has been delivering for brands. As we approach a key moment in our company history by changing gears and scaling globally, Danny Stepper, Dino Sarti, Patrick Bolden and the L.A. Libations team, with their position in the marketplace, are the ideal strategic investor and partner for CTI. “Says Daniel Wachter, CEO of CTI.

Streamlining supply chains and boosting efficiency through Direct store delivery. Making business operations smoother, one delivery at a time. #dsd #dsddistribution #wagonjobbers #directstoredelivery https://lnkd.in/ez2ygR9Z

🔊 Early stage food and beverage businesses often become tempted to overspend on sampling in traditional grocery If a concept is truly differentiated, has the right packaging assets, tastes great, and is solving a big enough consumer problem, velocities can take care of themselves In fact, brands sometimes confuse sample-driven velocity performance as a leading indicator of product market fit (when they haven't found it and have allocated a huge portion of their activation budget to always-on sampling) I'm not at all saying never sample... I'm saying: 1/ don't get carried away and burn incessantly on free product 2/ ensure sampling KPIs are in place on the day of sampling as well as days/weeks after so you can action results and measure ROI accordingly 3/ if your velocity performance is terrible in stores that you are not sampling in comparatively, there is likely a more fundamental commercial issue that needs to be fixed before continuing to scale 4/ leverage digital strategies as a substitute for sampling to drive velocity (i.e., Aisle) Another direction... For priority retailers in high ACV accounts, it is often completely necessary to sample regularly in order to drive the trial and velocity needed to stay on shelf BUT.... Foodservice is essentially sampling absent of: 1/ giving away free product 2/ paying for time in the store (yes, stores often charge brands to sample - insane) ...and with the added benefit of PROFIT Oatly was a masterclass on this topic. Especially when you might lack the working capital to go into big retail, foodservice is undeniably one of the scrappiest channels to start penetrating early on. Further the fragmented nature of distributing to this channel can become a mini-moat for a brand that spends the time to build it properly. Get to know Dot Foods Love to see Mid-Day Squares in Starbucks Canada. Hopefully in the USA soon! Jake Karls Nick Saltarelli 🔥 PC: 🥩Shlomo Luss

Dive into our latest roundup for insights on how the food industry is undergoing rapid change. In our blog, we explore: ✅Salad chains embracing fast-food-inspired strategies to dominate the market ✅ How 2025 flavor & color trends are redefining consumer experiences ✅ Circana’s data-driven insights in the CPG & retail space ✅ Why convenience stores are becoming food destinations ✅ Lessons from Domino's strategies What trends are you most excited about? Let us know below! 👇 #OmnivoreAgency #CPGTrends #FoodService #FlavorTrends #WeeklyRoundup

Many factors have led to some of the lowest levels of food & beverage innovation in decades. We're all experiencing them in some way or another, from supply chain challenges, high interest rates and/or shifting consumer demand. I'm interested to hear what's been the biggest obstacle for innovation with your brand, and if you see innovation investment increasing, decreasing or staying the same as we finish the year and plan for 2025. Let me know your thoughts in the comments! https://lnkd.in/gGer7Wcf #innovation #emergingbrands

PepsiCo's Global Snacking Strategy: Winning by Going Local PepsiCo, a global giant with $91 billion in sales, is revolutionizing the snacking industry by diving deep into local food cultures. This strategic pivot isn't just about expanding their footprint but about reshaping the way global brands resonate on a local level. Through meticulous research and substantial investments, PepsiCo is customizing flavors and textures of beloved snacks like Cheetos, Lay’s, and Doritos to align with local tastes across over 200 countries. The company's insight-driven approach highlights a keen understanding of consumer preferences, leading to remarkable sales dominance in regions where convenient foods eclipse beverage sales. For instance, in Latin America, snack items account for 90% of PepsiCo's sales, showcasing the effectiveness of their localized strategy. This approach not only enhances brand affinity but also unlocks growth opportunities in emerging markets, where the appetite for familiar yet tailored snack options is growing. PepsiCo’s dedication to local flavors—ranging from Lay's Magic Masala in India to Flamin’ Hot variations adjusted for regional spice tolerance—underscores the importance of innovation in maintaining market leadership. Additionally, the company's investment in culinary teams across the globe empowers it to stay ahead of food trends and consumer preferences, ensuring their offerings remain relevant and appealing. This story serves as a powerful reminder for e-commerce leaders: understanding and embracing local nuances can be a game-changer. PepsiCo’s strategy exemplifies how global brands can thrive by thinking locally, offering a valuable blueprint for those looking to capture the hearts and taste buds of consumers worldwide. The overarching insight? Localization is not just a marketing tactic; it's a growth strategy. https://lnkd.in/e86tFB9m

What does NPD in the beverage space look like? For many brands, it means offering hydration-heavy options. A trend that gained traction over a decade ago has earned a more permanent place in the CPG industry. In fact, “the electrolyte drinks market is projected to be worth nearly $59 billion by 2032.” Learn more about how consumers have moved from Pedialyte to functional products aimed at a more mature audience in this Food Dive article. And let the TraceGains team help streamline your product development process. #NewProductDevelopment #NPD #Functional #Beverages 

Private-label brands are evolving fast, according to Ryan Daily of FoodNavigator, now holding 20.9% of the dollar market share in food and beverage. Driven by this growth, the article states that 93% of manufacturers and retailers plan to boost investment in these brands. As someone immersed the world of food packaging, it’s exciting to see how this shift is driving the need for more flexible, efficient systems to handle such diverse offerings. The private-label space is shaking things up, and it’s definitely one to watch! https://lnkd.in/gNSzKsQg Ska Fabricating #copacking #beverage #food #packaging #cpg #depalletizer