Pete Maldonado’s Post

𝗧𝗵𝗲 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗧𝗵𝗮𝘁 𝗠𝗮𝗱𝗲 𝗖𝗮𝗺𝗽𝗯𝗲𝗹𝗹’𝘀 𝗮 𝗠𝗮𝗿𝗸𝗲𝘁 𝗟𝗲𝗮𝗱𝗲𝗿🚀 In the late 1800s, Campbell’s was a minor player struggling to compete in a market dominated by Heinz. Soup was sold in large, heavy cans, making it expensive and inconvenient for the average consumer. Despite their attempts to break into the market, American consumers were largely unfamiliar with soup as a meal option, and Campbell’s products failed to resonate. The outlook was bleak, and Campbell’s needed a breakthrough to stay afloat. The solution came through innovation when John T. Dorrance, a chemist with a vision, developed a method for condensing soup, removing water, thereby cutting costs and making the cans lighter and more affordable for consumers. This innovation gave Campbell’s a competitive advantage over Heinz and allowed the brand to educate the market on how to make soup a household staple. Paired with clever branding, including the now-iconic red and white label and a gold medal from the 1900 Paris Exhibition, Campbell’s was able to turn the tides. By simplifying its product line and focusing on condensed soup, Campbell’s transformed from a struggling company into a dominant player in the industry. This proves that smart innovation and brand strategy can overcome even the toughest competition. 💡𝗦𝗧𝗥𝗔𝗧𝗘𝗚𝗜𝗖 𝗜𝗡𝗦𝗜𝗚𝗛𝗧𝗦 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗖𝗼𝘀𝘁 𝗿𝗲𝗱𝘂𝗰𝗶𝗻𝗴 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 Campbell's early struggles came from its inability to compete with Heinz's more oversized products. However, Dorrance's condensed soup was a game-changer, cutting costs, improving portability, and aligning with consumer preferences for convenience. 𝗕𝗿𝗮𝗻𝗱 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝘆 𝗶𝘀 𝗞𝗲𝘆 𝘁𝗼 𝗟𝗼𝗻𝗴𝗲𝘃𝗶𝘁𝘆 The consistent use of the red and white can design, as well as the Paris Exhibition gold medal, gave Campbell's a timeless and recognizable brand image. Due to its visual consistency and quality, consumers trusted the brand. 𝗙𝗶𝗿𝘀𝘁 𝗠𝗼𝘃𝗲𝗿 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲 𝗮𝗻𝗱 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗟𝗼𝘆𝗮𝗹𝘁𝘆 Heinz’s attempt to reverse-engineer condensed soup never matched Campbell’s success, as Campbell had already established itself in the market. Consumers preferred a trusted brand that offered variety and adapted to their evolving tastes. #innovation #leadership #food #LeadershipLessons #BusinessStrategy #Campbells #SoupIndustry #BrandingSuccess

Food distribution has three main stakeholders in my opinion and they all work together to keep our ecosystem thriving. Each of these stakeholders have different needs and expectations. If you've found yourself scratching your head on how to grow your presence and make the right connections within foodservice distribution, you are not alone. Navigating this quickly changing distribution landscape with digital, consolidation and continued challenges at the operator level can lead to frustration. After spending time connecting top chefs with premium brands at some of the fastest growing independent distribution companies, I've seen brands of every shape and size enter the arena with various results. I understand the needs of the distributor partner while realizing how to connect the dots with end users in the fast paced world we live in today. Our team can help you realize where the sweet spot is. We are not Ozympic for Brands, there are no shortcuts or get rich quick schemes. We do paint a realistic picture, work to build up your brand and make the right connections for you. Sound intriguing? It would be great to connect and hear your story and share ours!

Food distribution has three main stakeholders in my opinion and they all work together to keep our ecosystem thriving. Each of these stakeholders have different needs and expectations. If you've found yourself scratching your head on how to grow your presence and make the right connections within foodservice distribution, you are not alone. Navigating this quickly changing distribution landscape with digital, consolidation and continued challenges at the operator level can lead to frustration. After spending time connecting top chefs with premium brands at some of the fastest growing independent distribution companies, I've seen brands of every shape and size enter the arena with various results. I understand the needs of the distributor partner while realizing how to connect the dots with end users in the fast paced world we live in today. Our team can help you realize where the sweet spot is. We are not Ozympic for Brands, there are no shortcuts or get rich quick schemes. We do paint a realistic picture, work to build up your brand and make the right connections for you. Sound intriguing? It would be great to connect and hear your story and share ours!

“The work we did with Vivaldi was such a game changer for how we thought about our business. It was hard work, but we were able to translate it into a strategy that was motivating and inspiring so that the rest of the organization understood the practical applications. It was a model for really thoughtful planning and analysis of a portfolio of brands.” ➡ Learn more about our work with Frito Lay and how our comprehensive in-situ consumer research led us to a winning proposition! #clientsuccessstory #casestudy #brandandbusiness #foodandbeverage #insights #fritolay

Let's be honest, these days the market feels like an overflowing toolbox. Every problem has a gadget, every need - a solution.  So how to make your brand stand out from the crowd? Here's the thing: it's not just about the features anymore.  Sure, your product might be amazing, but what's its heart? What bigger purpose does it represent? Today, people don't just buy things, they connect with ideas. They want to support brands that reflect their values. Environmental responsibility? Social justice? Whatever it is, there's a passionate audience out there waiting to be connected with. Think beyond "better than competitors" features. Align your brand with a cause.  Does your product help save the planet? Does it give back to the community?  SHOUT those values from the rooftops! People want to feel good about the choices they make. The world is changing, and so are your customers. They're looking for more than just a product, they're looking for a product with purpose. Embrace this shift, find your cause, and watch your business thrive alongside a community that shares your values. It's good for the world, and it's good for business! Just look at PepsiCo. Their global drinks CMO, Mark Kirkham, recently argued that the classic marketing model (the 4Ps - Product, Price, Place, Promotion) is changing. Why? Because iconic brands are no longer built solely on size and status. Now, it's about purpose that shapes brands. #Marketing #BusinessPurpose #BusinessGrowth #BrandExperience #UXDesign #BrandIdentity #LookingForGraphicDesigner #BrandSpecialist #BrandManager #Branding #UIDesigner #UXDesigner

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

⏰ Only 4 weeks left until the 1/5/25 application deadline for The Big Connecticut Food Event (happening 3/1/25 at the Yale School of Management). 🔎See below or visit ctfoodevent.com for more information about the participation process for Connecticut food & beverage brands and the event overall. ### ABOUT The Big Connecticut Food Event is an annual one-day event that gathers CPG/wholesale-focused food & beverage brands and other key stakeholders spanning the Connecticut food entrepreneurship ecosystem to network, share ideas, and showcase products and services. The upcoming Big Connecticut Food Event will take place on Saturday 3/1/25 at the Yale School of Management in New Haven. CONTENT 💰 $50k+ pitch competition for 5 finalist emerging Connecticut brands 🥫 Sampling and tabling from 30+ emerging Connecticut brands and solutions providers 🤝 One-on-one coaching sessions between brands and industry experts 🎤 Panel discussions with industry leaders FOOD & BEV BRAND PARTICIPATION PROCESS * Please note that the pitch competition and tabling/sampling are only available for CPG/wholesale-focused brands (e.g. a product sold in a grocer). * Submit an application at ctfoodevent.com. * Applications are initially scored by our planning team. * Finalists: The top 5 scoring brands will be invited to participate in the pitch competition and set up a table at the event. * Semi-finalists: The next 25 highest-scoring brands after the finalists will also be invited to set up sampling tables at the event. * We will respond to you by 1/20/25 with the results of your application. JUDGING CRITERIA FOR FOOD & BEV BRANDS * Strategic target market * Differentiated solution * Team/board/advisors * Company momentum/traction * Impact of prize on the company * Woman- or BIPOC-owned * Sustainable/regenerative (Visit ctfoodevent.com for a more detailed explanation of judging criteria.)

Definitely seeing mixed messaging from the media sources that cover CPG. One source has a headline that essentially asks "Why aren't more companies acquiring better-for-you brands?" Now, there's a Food Dive article that indicates that Mondelez, General Mills, and other large-scale CPG outfits have an "appetitie" for M&A in 2024. The rumors of Coke "circling" Poppi are too hard to ignore. The pre-biotic soda category continues to grow. If Poppi gets scooped up, could that create an M&A run on Better-For-You CPG brands?

Here's the optimized LinkedIn post version: Pepsi's Competitive Landscape: Navigating a Dynamic Beverage Market In today's rapidly evolving consumer landscape, PepsiCo demonstrates remarkable strategic positioning against global competitors. The company's strength lies not just in beverages, but in its diversified portfolio spanning snacks, drinks, and emerging market segments. Key competitive dynamics include: - Ongoing "Cola Wars" with Coca-Cola - Strategic challenges from Dr Pepper Snapple Group - Emerging competition from niche beverage brands - Rivalry in energy drink markets with Monster and Red Bull PepsiCo's distinctive advantage remains its comprehensive product range. Unlike pure beverage competitors, brands like Lay's, Doritos, and Gatorade provide critical market resilience. The current beverage industry demands continuous innovation. Successful brands must: - Anticipate consumer trends - Develop sustainable offerings - Maintain brand relevance - Explore emerging market opportunities As consumer preferences shift toward healthier, more personalized options, PepsiCo's adaptability will be key to maintaining its competitive edge. The beverage market continues to be a dynamic, challenging environment - and PepsiCo remains a strategic leader in this ongoing transformation.

Emerging kombucha brands face challenges if they choose to expand by working with distributors to get their product into stores. Here's a summary of the advice from dozens of CPG experts who know the risks. https://bit.ly/3Y1VRih