Daniele Andrea Vitali

This week in Trieste, BAT Italia announced two major developments that reflect our strategic vision for sustainable growth and shared value creation across the country.   We’ve renewed our Memorandum of Understanding with the Ministry of Agriculture, Food Sovereignty and Forests, committing to purchase up to 15,000 tons of high-quality Italian tobacco between 2026 and 2028. This agreement supports more than 400 companies and 6,000 workers across Veneto, Umbria, and Campania, strengthening a supply chain that’s evolving through innovation, precision farming, and the leadership of a new generation of agricultural entrepreneurs.   At the same time, we unveiled the expansion of the A Better Tomorrow™ Innovation Hub in Trieste. The site will grow to 30,000 sqm, adding 16 new production lines dedicated to New Category products and creating 150 new jobs by 2026. These new lines will complement those already producing modern oral nicotine pouches distributed in Italy and 14 other European countries, as well as the recently launched line for nicotine replacement therapy (NRT) products.   This expansion, two years ahead of schedule, will double our production capacity and reinforce Trieste’s role as a strategic global centre for BAT.    A huge congratulations to everyone involved in bringing these milestones to life, and thank you to our teams and partners for helping us Build a Smokeless World.   #BATItalia #ABetterTomorrow #Innovation #Sustainability #Trieste #Manufacturing

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Red Bull has retained its crown as the most valuable energy drink brand in the world in 2025, according to the Brand Finance Food & Drink report. The Austrian-born giant recorded a 16% rise in brand value to USD 9.7 billion, securing its place as the #4 most valuable non-alcoholic drinks brand overall. With a Brand Strength Index (BSI) score of 91.1 out of 100, Red Bull ranks among the top three strongest brands globally. The company’s market reach is unmatched in its category, operating in over 170 countries and selling more than 12 billion cans annually. Brand Finance research shows Red Bull achieves perfect 10/10 domestic scores for reliability, likeability, and recommendation, reflecting its unwavering consumer trust. While The Coca-Cola Company remains the leader in the non-alcoholic drinks sector for the 11th year running, with a brand value of USD 46.3 billion (+32%), and PepsiCo follows at USD 22.6 billion (+12%), Red Bull performance in the high-energy segment is particularly remarkable. Unlike many rivals, Red Bull has maintained its independence, thriving alongside corporate giants in a fiercely competitive market. The 2025 rankings also highlight Nongfu Spring of China, now in third place with USD 11.1 billion (+34%), and the UK’s Yorkshire Tea as the fastest growing brand (+93%). However, in the energy drinks category, no brand comes close to Red Bull Bull’s global recognition, lifestyle integration, and consistent growth. In 2025, the wings are still firmly with Red Bull. Monster Energy Gatorade Dominicana Dr Pepper Snapple Group Keurig Dr Pepper Inc. Nescafe Hub Nestlé Sprite Eastroc Beverage Kagome Co., Ltd. Kagome Australia Grupo Peñafiel Asahi Group Holdings Coca-Cola FEMSA PepsiCo #RedBull #EnergyDrinks #BrandFinance2025 #BeverageIndustry #BrandValue #GlobalBrands #BrandStrength #BeverageTrends #ConsumerTrust #EnergyDrinkLeader

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Food is quietly outperforming. Unilever’s H1 2025 results prove that. Food beat personal care, home care, and even beauty in underlying sales growth. Foods USG: +2.2% Ice Cream USG: +5.9% - the highest across all categories! What does this actually mean? •⁠ ⁠Indulgence is now routine. Ice cream is no longer just a Sunday reward or a party dessert - it’s become a midweek craving, definitely beyond an occasional celebration. •⁠ ⁠Flavour-first “shortcuts” are winning. Products like spicy mayo, truffle drizzles, or curry pastes are replacing long prep. •⁠ ⁠Habit is beating novelty. The brands growing fastest aren’t launching 20 new things - they’re doubling down on the 3 - 5 products that keep getting reordered. As someone building in this space, I find this interesting because every two years you'll see food bump up with a new trend. At the end of the day, we cannot forget food is emotion, utility, and identity - all rolled into one. (dropping the link to the report in the comments)

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Did you know that 85% of Mars products sold in the European Union are produced locally within the EU, which is also an export hub to over 100 markets around the world? We recently announced that Mars is investing €1 billion to boost manufacturing and innovation across the European Union by the end of 2026. This investment will build on the €1.5 billion we invested in the region over the past five years, supporting consumer-driven innovation, economic growth, resilience, and modern, energy-efficient infrastructure. With more than 90 years in Europe, this investment will support our 24 factories across 10 EU countries and the 25,000 Associates we employ in our direct operations.   A great example of what this investment is helping us to achieve, is our recent announcement that all ten Mars Snacking factories in Europe are now powered by renewable energy. This covers the annual production of around 900,000 tonnes of some of the region’s favorite brands, including SNICKERS®, TWIX®, M&M’s®, SKITTLES® and ORBIT®/EXTRA®.   You can read more about our investment in the EU here: https://lnkd.in/eP-BQwN2 and about our EU Snacking factories being fully powered by renewable energy here https://lnkd.in/eVEjNBC6 #ProudlyMars

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Here are the highlights of a great article I read this morning covering Philip Morris International’s #transformation journey and the complexities of driving systemic change in a challenging industry. It touches on something that’s been central to our work: meaningful transformation requires more than incremental improvements; it demands fundamental shifts in how companies operate, engage stakeholders, and measure success. For those of us working in #sustainability, regardless of sector, the challenge is often similar: how do we drive change that’s ambitious enough to matter while building the stakeholder trust and operational capacity needed to deliver on those commitments? The path isn’t always straightforward, and it requires staying engaged even when it’s uncomfortable. But that’s exactly where transformation happens, in the space between aspiration and execution, where we’re willing to be held accountable and learn as we go. Big thanks to Sustainability Magazine and Georgia Sweet for highlighting this important conversation about what #systemicchange actually looks like in practice.

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Procter & Gamble’s $1.74bn Digital Boost: What their FLAT year on year results doesn’t tell you… P&G’s 2025 Full Year report makes next to no reference of digital commerce. It really should though as it now represents $1 in every $5 they turnover. The corresponding earnings call however did highlight the VITAL success of digital commerce for them. The full year earnings call tells us some interesting things: 1️⃣ 12% Digital Commece growth over the last 12 months. This is important, as overall Net sales growth was flat year on year, with organic sales at +2%. That means Digital Commerce growth of ~$1.74bn YOY offset similar value/volume declines in traditional physical retail sales. 2️⃣ 19% of sales now coming from digital channels. P&G’s FY 2025 digital commerce sales = $16.25 billion (approx.) We can only expect this digital commerce share of sales to continue growing in the coming years. Interestingly, 19% of sales coming from digital channels is outpacing most other #CPG manufacturers, where digital commerce penetration is typically 10-15%. 3️⃣ Digital commerce sales now exceed that of their entire global Beauty category (including Head&Shoulders, Olay and Pantene) I find it interesting that digital commerce represents almost 20% of all P&G sales and yet isn’t specifically called out in the results statement attached. It’s where their growth is coming from (offsetting traditional instore declines). In terms of aggregated sales digital commerce is bigger than all but two of their reported product categories. Digital commerce is increasingly important to sales success, and therefore to investor confidence. When will manufacturers start specifically reporting digital commerce sales, growth, penetration and participation in their annual and quarterly results? #digitalcommerce #ecommerce #results #digitalstrategy #digitalgrowth https://lnkd.in/eb_8BRyK

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