CPG & FMCG

Coca-Cola's smartwater and fitness brand Pvolve are using Jennifer Aniston not just as a face, but as the central hub for a new integrated wellness strategy.

Zevia PBC appoints beverage industry veteran Alexandre Ruberti as CEO, pivoting from turnaround to 'accelerated execution' at a critical inflection point.

Ricola bets big, moving beyond the medicine cabinet with new functional drops. Can the heritage brand reinvent itself for the modern wellness consumer?

With new drinks, TaylorMade merch, and John Daly, Dunkin's golf campaign is a lesson in modern branding. It's about selling an identity, not just a product.

Beneath resilient spending figures lies a seismic shift. Consumers are trading volume for value, forcing brands to rethink survival in an age of intention.

As Madonna and Absolut partner for 'Confessions II,' we unpack the financial and cultural mechanics of a deal built on shared history and experiential marketing.

FCPT's latest acquisition seems minor, but it reveals a powerful strategy for navigating economic uncertainty by targeting essential, service-based real estate.

JAB's ~$1.8B sale of its final KDP stake isn't just an exit; it's a masterclass in capital reallocation towards a focused consumer brand empire.

As youth nicotine pouch use soars, Imperial Tobacco Canada calls for a crackdown on illicit sales. But is this a genuine public health plea or a masterful play to secure its market?

Takis' global partnership with 'Spider-Man: Brand New Day' is more than a snack tie-in; it's a blueprint for modern franchise marketing. Here's why.

Probiogen's 'Probiotic of the Year' award isn't just a win for the brand; it marks a pivotal moment for functional supplements and conscious consumerism.

For decades, the egg industry has culled millions of male chicks. NestFresh says it has stopped. A look at the tech, the cost, and a potential moral revolution.

With a massive Walmart and CVS launch, Mineral Ice Extreme isn't just selling a new gel; it's executing a classic CPG playbook to challenge giants.

Herbs, Etc. just won Superfood of the Year. We explore how a legacy brand uses 57 years of integrity to innovate and thrive in today's crowded market.

Bee You Organics' recent award is more than a win for a small brand. It's a signal that the CPG landscape is being reshaped by waterless innovation.

Famed design firm Whipsaw is expanding beyond blueprints, hiring Roomba launch veteran Nancy Smith to build a new practice aimed at solving a key industry flaw.

With Thomas Winstanley at the helm, Edibles.com eyes dominance in the wellness-THC space. Can his CPG playbook conquer a booming but volatile market?

The global toy market is no longer child's play. A new report reveals a $123B industry transformed by adult collectors, digital natives, and blurring lines.

Philip Morris International holds its dividend steady, signaling stability to investors. But can consistent payouts mask the risks of its smoke-free revolution?

New research shows play instantly bonds families. For confectioner Kinder, it's also a savvy move to capture the lucrative family wellness market.