Danielle Freid

Out-of-stock rates are trending higher*. And in CPG, we know how brutal that can be...missed sales, frustrated shoppers, and promotional plans that flop. One major reason? A lack of visibility into high-velocity promos that were meant to drive big wins. Without smart, data-driven demand forecasting, brands end up with empty shelves and negative ROI. That’s where demand planning saves the day. When done right, it helps you: ✔️ Keep inventory levels just right. AKA no more piles of excess stockouts ✔️ Boost production efficiency by syncing with what the market wants ✔️ Improve supplier coordination (because guessing doesn’t cut it anymore) ✔️ Delight shoppers with full shelves when and where it counts ✔️ Cut unnecessary costs hiding in your supply chain S&OP teams across CPG are leaning into tech and automation to make smarter decisions, faster esp with sales and finance totally in the loop. Why? Because shortages are still the #1 killer of promotional success. That’s exactly what Vividly is here to solve. We’re bringing Demand Planning and Trade Planning together to build smarter, stronger ecosystems for CPG brands. Think of it like kevlar! Tough, flexible, and built to take on any promo season. Super corny, I know. We talk about kevlar a lot at Vividly... Excited to team up with our partner who brings cutting-edge supply chain tech to the table and helps our clients plan smarter, move faster, and sell better. #CPG #TPM #Inventoryoptimization *Consumer Brands Assoc.

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Fresh produce has often been marketed like a commodity, while nearly every other aisle in the store has embraced branding, storytelling, and clearer shopper cues. But shoppers don’t adjust their expectations when they walk into the produce section. At Yes! Apples®, we’ve been experimenting with how to bring more of the CPG playbook into the apple category—from flavor-forward messaging to helping shoppers better navigate varieties. The goal isn’t just better marketing. It’s helping people discover apples they genuinely love—and helping retailers grow the category in the process. Grateful to Christina Herrick and The Packer for highlighting the work our team has been doing. 🍎

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Energy drink unit sales in the U.S. have been climbing, up 6.3% in the 52-week period through mid-July compared with the same period in 2024, according to market research firm Circana. https://lnkd.in/ehX4DgV9

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FORWARD CONSUMER PARTNERS ACQUIRES 51% OF JUSTIN'S FROM HORMEL FOODS, REINSTATES FOUNDERS The big CPG divestiture seems to add a new victim every day - Forward Consumer Partners has acquired 51% of Justin's from Hormel Foods (NYSE: $HRL, owner of Skippy PeanutButter, Planter's Nuts, and SPAM) that allows Justin's to become a standalone company. Founded in 2004 by Justin Gold in Boulder Colorado, Justin's raised just one growth equity round in 2013 from VMG Partners before ultimately being acquired by Hormel Foods in 2016 for $286m. Almost 10 years later, that partnership is being unwound. Financial terms of the deal were not disclosed, but we do know that Forward closed an inaugural fund of of $425m in early 2024. Forward is bringing founder Justin Gold back into the fold as strategic advisor, and restoring Peter Burns as CEO - who led the company at the time of the acquisition. Hormel Foods revenue last quarter was $3.0B, the exact same figure it was 2 years ago.

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Big news: BSM team members Dr. Bradley Quest and Dr. Katy Miller contributed to a landmark study validating FeedKind Pet®, a methane-derived cultured protein, as a safe and effective option for adult dogs. 👏 Their work proves that innovation in pet food can support both sustainability and performance—with the right science and the right experts driving it forward.

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Most beverage leaders emphasize consumer-centricity, but the best operationalize consumer occasions. Global players like The Coca‑Cola Company, Pernod Ricard, AB InBev, and Heineken integrate consumption moments directly into their commercial tools and processes, extending beyond mere marketing execution. At Coca-Cola, the OBPPC (Occasion, Brand, Pack, Price, Channel) process institutionalizes occasion-led thinking. Strategy begins with the occasion and channel, followed by defining brand roles, pack architecture, and price ladders—transforming insights into measurable commercial execution. Pernod Ricard centers its portfolio around well-defined “moments of conviviality”: sharing, celebrating, hosting, and gifting. These moments are not just marketing taglines; they shape brand positioning, pricing, and activation across channels, anchoring premiumization in genuine social behaviors. Heineken employs occasion-based demand thinking, particularly in innovation and portfolio choices. The global growth of Heineken 0.0 and tailored non-alcoholic variants illustrates a deliberate expansion into new and adjacent occasions—ranging from sports and social activities to moments where traditional beer wasn’t previously considered. This approach is a strategic penetration strategy focused on growing incremental consumption moments rather than cannibalizing existing ones, such as positioning Heineken 0.0 for sports and active lifestyle contexts. AB InBev follows a similar logic in deploying core, premium, and no/low brands based on social context, channel, and consumption intensity. What connects these leaders? Occasion thinking links strategy to economics—not just brand visibility. By anchoring portfolios to real consumption occasions, companies can capture the incremental value tied to the varying "willingness to pay" consumers have for different occasions. This approach drives sharper portfolio investment, reduces overlap, enhances trade ROI, and strengthens margin outcomes. The question for commercial leaders is not whether occasions matter; it’s whether your operating tools and processes are designed around them—or merely around categories. https://lnkd.in/gCMhDKQr

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Netflix just made one of the boldest moves in Hollywood. The streaming giant has reached a definitive agreement to buy Warner Bros., including its film and TV studios as well as HBO and HBO Max. The deal values the business at roughly $82.7 billion and is expected to close after WBD spins off its Global Networks division in Q3 2026.⁠ ⁠ The move puts some of the most recognizable franchises in entertainment under one roof. Warner Bros. IP — from Game of Thrones, The Sopranos, and Casablanca to the entire DC Universe — will now sit alongside Netflix hits like Stranger Things, Wednesday, Bridgerton, and Squid Game.⁠ ⁠ Together, the combined library forms a catalog of cultural staples that spans generations, formats, and genres. It’s a play built on deep IP, global reach, and the power of stories fans return to again and again.⁠ ⁠ (via Netflix ) #technews #ai #netflix #b2b #hiring #opentowork #hashtagblacklinkedin

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Food Dive is reporting that major CPG companies are resisting MAHA movements with a new lobbying effort (link below). To be direct, this is dumb. An apolitical take on why: 1. MAHA is broadly popular. Consumers like these ideas by a 4 to 1 ratio. See chart below. MAHA isn't popular just with Republicans or any other political group. This is a change that a strong majority of consumers believe in. 2. Obstructing this sort of change is short term thinking. Annie's exists because Kraft Heinz dragged their feet on change. Chobani exists because Danone and General Mills dragged their feet on change. poppi exists because The Coca-Cola Company and PepsiCo dragged their feet on change. While they may delay things, they won't stop them. These are changes they will end up making anyway, and in the meantime they will damage their reputations and brands. 3. Food and beverage companies resisting this don't have the high ground. They are telling on themselves producing different items for European markets. They are telling on themselves every time they acquire a better for you brand. Nobody believes that these changes are impossible or unprofitable when you're gladly marketing cereal without colors in Germany and paying billions for Siete Foods. That "C" at the start of "CPG" still stands for Consumer. Progressive Whole Foods Consumers and Trad Farm Direct Consumers may not agree on political things, but they sure do agree that we should get unnecessary crap out of their family's food. If you're an investor or a shopper, this effort gives you a list of companies allocating their resources to protecting the status quo rather than building the future. https://lnkd.in/gKQQQ7PA

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Love this observation by Amy Basile on the prevailing winds shifting toward brand building, story and deeper human insights. As someone whose professional passion and predominant experience bends much more in this direction, I am truly hopeful for this pendulum swing!

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A mocktail is no longer just a mix of juices -- people want an elevated experience, according to NielsenIQ Director of Beverage Alcohol Thought Leadership Kaleigh Theriault, who I spoke with for our first podcast exclusive on the Winning Pitches with RangeMe & ECRM podcast. In this excerpt from our fun and wide-ranging discussion about beverage alcohol trends, Kaleigh shares how on premise locations have really upped their game when it comes to mocktails to better cater to the moderation crowd. There are still some consumers out there who think these drinks are overpriced, and it's important for bars and restaurants to be a little more transparent in why the cost what they do (after all - people are willing to fork over a lot of dough for functional beverages). In this podcast, Kaleigh Theriault shares how the trends of moderation and convenience trends are impacting sales of wine, beer, spirits and RTDs, and identifies where the opportunities lie within each of these segments. Listen to the full podcast here: https://lnkd.in/eh_n6gX7 Kaleigh will be speaking at ECRM’s On & Off Premise Adult Beverage Session, which will be held August 24-26 in Palm Beach Gardens, Fla. Click the link in the comments for more info! #ecrmrangeme Alessandra Andrade Balerini Brandon Galindo

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How are brands reacting to the current economic conditions? Tropicana Brands Group is introducing a new product line: Tropicana Essentials, an orange juice blend with a lower price point. Per Tina Lambert, chief marketing officer, "Tropicana has always been committed to making great-tasting juice accessible to everyone. Tropicana Essentials continues that tradition with a nutritious, delicious, fresh taste at a more affordable price point." #economy #value #pricepoint #cpg #affordability #budget #consumerbehavior #shopperbehavior https://lnkd.in/gPzGuyxq

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I’m a strong believer in building an in-house media capability, at least on the creative side. You need a team that deeply understands the brand and has the flexibility to iterate quickly, test relentlessly, and refine until you land on something genuinely INTERESTING TO WATCH. Looking at your current communication style, how product-centric would you say it is? #marketing #branding #funnelmarketing #digitalmarketing #foodmarketing

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#MonsterEnergy is making waves with a move that could reshape the market. As consumer preferences evolve, female-focused energy drink brands are emerging as a promising growth segment — not just locally, but globally. This shift signals exciting opportunities for innovation and inclusivity in the category. 💡 Could this be the next big trend in functional beverages? #BeverageIndustry #ConsumerTrends #Innovation #MarketingInsights https://lnkd.in/d9XW9Xr2

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Convenience stores are evolving—and fast. From gourmet grab-and-go meals to wellness-focused assortments, today's c-stores are redefining what "convenience" really means. NielsenIQ’s latest article dives into 5 key trends shaping the future of the channel—from foodservice innovation to lifestyle-driven store formats. A must-read for anyone in this space. And let’s not forget: a clean, well-designed restroom experience is no longer a nice-to-have—it’s a core expectation. It reinforces the overall store perception and keeps customers coming back.

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Hispanic consumers are driving more frequent visits to convenience stores, especially for fresh, store-made meals and healthier options. Their interest includes ethnic and mainstream foods, with strong demand for innovation and better-for-you choices. Digitally savvy and open to non-food purchases, this segment offers big opportunities for retailers to boost engagement and basket size. #RetailTrends #CStoreGrowth #HispanicConsumers #ShopperInsights #AcostaGroup

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Ready to Drink beverages have driven serious growth and transformation in the beverage industry. Read more about this and other trends that will be shaping the beverage industry in 2026.

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Alcohol consumption is softening, but you know what isn't? RTDs. Attest laid out their data that reveals exactly what consumers prioritize when choosing RTD products. The research shows three clear packaging priorities that successful brands need to understand: 1/ Convenience is key. 35% of consumers cite portability as a purchase factor. These drinks are ending up on hiking trails, at beach picnics, and in cup holders during road trips, which means your packaging needs to work seamlessly in real-world situations where people actually consume them. 2/ Visual appeal matters more than most brands realize. 24% want attractive packaging, and when you're competing against dozens of other RTD options in a crowded cooler or shelf, your package design is doing the heavy lifting before consumers even read the flavor profile. Premium RTD consumers are willing to pay more for quality, and they're often making that quality judgment based on how your package looks and feels in their hands. 3/ Premium positioning beats eco-messaging There is always talk about sustainability, but it still lags in moving the needle. Only 14% prioritize eco-friendly design, but 44% look for premium quality over low price. The brands winning in the RTD space are positioning themselves as premium experiences rather than sustainable alternatives, because consumers are willing to pay more for perceived quality and convenience than for environmental benefits. It mirrors what's going on in the broader beverage industry right now: consumers are prioritizing their immediate experience over longer-term values, and they're making those decisions faster than ever before. #RTD #Packaging #ShrinkSleeves #Awareness #Trial 🔗 https://lnkd.in/gc3APCQv

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After more than two years working on partnership agreements in this market, I’m constantly reminded that the U.S. is one of the most complex sponsorship environments in the world - not just for the breadth of opportunities, but for how quickly assets can gain (or lose) value.   In a year like 2026, with one of the most intense sports calendars in recent memory, it's easier than ever for brands to chase scale and "must-have" moments without a clear strategic lens.   A few principles I believe matter most right now:   ▪️Focus on the right KPIs. Reach and audience quality are not the same. Massive visibility doesn't automatically translate into meaningful impact - especially when the audience isn't truly compatible with your brand. ▪️ Build a coherent brand narrative, not a patchwork. One-off partnerships rarely build credibility. Consumers recognize when a brand is just "showing up." Commit to a space - whether sport, lifestyle, gastronomy, entertainment or culture - and show up consistently within it, and with purpose. ▪️ Don't chase peaks. The most valuable partnerships are built over time. Year 1 is about not making mistakes. Year 2 is where value starts to emerge. Year 3 is when the relationship truly unlocks. ▪️Authenticity over optics. Real compatibility between brand and partner is what makes activations feel seamless, and what consumers actually reward. The fit has to be real, not manufactured.   The FOMO pressure is undeniable this year - but the brands that will come out ahead are those that resist it and invest where they genuinely belong.   Thanks Kimeko McCoy and Digiday for covering this and the great conversation. Check out the full story here: https://lnkd.in/eVbMnZzK   How do you think brands should navigate partnerships in such a complex, fast-moving landscape?   #BrandStrategy #SportsMarketing #Partnerships #MarketingLeadership

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