CPG & FMCG

Coca-Cola and Baidu unveil a hyper-realistic AI avatar of a football icon for the World Cup, heralding a new era of 'always-on' celebrity marketing.

At 15, Egypt Dean, son of Alicia Keys and Swizz Beatz, parlayed Kendrick Lamar royalties into a seven-figure investment in Ballislife HYDRO.

Newcomer DAYLY is betting big that consumers will pay a premium for AM/PM toothpaste. We dissect the science, the strategy, and the $6.8T wellness trend.

FRISS's partnership with AF Corse USA isn't just a sponsorship. It's a strategic move to validate its 'sustained focus' product in a high-stakes arena.

Protein Pints' move into frozen novelties seems unusual for this column, but it offers a masterclass in market analysis and strategic growth for investors.

GoodBelly's new plant-based protein and probiotic smoothie isn't just a new product; it's a strategic assault on the dairy aisle's status quo.

PB2 Foods' new single-serving cup at Walmart is more than a snack. It’s a microcosm of our relentless pursuit of health, convenience, and corporate scale.

Heineken brings in outsider Rafael Oliveira to fix slumping sales. Can his record of transformation at JDE Peet's and Kraft Heinz re-energize the beer giant?

Keurig Dr Pepper's plan to create a coffee giant faces a critical test as its leader departs for Heineken, forcing a high-stakes CEO search mid-split.

A new report exposes a deep-seated 'execution-speed problem' in the CPG industry, where legacy processes and failed AI initiatives leave brands behind.

Media mogul Pat McAfee is now co-owner of JAMS, a healthy PB&J brand. We analyze how this authentic partnership could disrupt the frozen food aisle.

After 300% growth and a $24M investment, Stars + Honey hits Target shelves. But can its 'dessert-like' collagen bars win over a skeptical market?

Lemme's new creatine gummy and [solidcore] partnership isn't just a product launch; it's a calculated play to redefine strength for the modern woman.

Hummingbirds' 'Offers' platform aims to finally connect digital hype to verified in-store sales, a holy grail for CPG brands. It's a data-rich, well-funded play.

As America plans its 250th birthday, one company is using canine science and digital media to address the hidden stress the celebration causes our pets.

Leveraging the World Cup stage, Dove's #TheGameIsOurs campaign confronts a silent crisis: why nearly half of girls quit sports due to body criticism.

From my desk in The Engine Room, I analyze the blueprint behind Thirsty Buddha's bold leap from Canada into Costco UK and LA. This is more than a drink launch.

A new product launch isn't just about a product. It's a strategic move to expose a 'quality crisis' and force transparency in the booming mushroom market.

A children's vitamin brand just landed in 5,000 CVS stores. It's more than a business win; it’s a story about shifting retail systems and the new architecture of trust.

XTEL's new SAP Store integration dissolves the trade-off between deep ERP integration and best-in-class tools, deploying agentic AI to reshape CPG profitability.